Name that Brand…

Color

Color is a powerful promotional tool

• Proper use of color is vital to creating a positive image among consumers

• Creates and reinforces the brand identity

• Marketing research shows that 80% of visual impact is related to color

Battle over Color

• Consider the fact that colors are in limited supply

• Businesses have to protect their color identity with trademarks

What are some companies that use red,

white, & blue in their logo?

Color in Culture

• China: Good luck, celebration, summoning

• India: Purity

• South Africa: Color of mourning

• Russia: Bolsheviks and Communism

• USA: Danger, love, passion, stop

Color in Culture

• China: Nourishing

• Egypt: Color of mourning

• Japan: Courage

• USA: Warning, yield

Color in Culture

• Japan: White carnation symbolizes death, funerals

• USA: Brides, angels, good guys, hospitals, doctors, peace, surrender

Color Palettes

• Marketing campaigns also use color to effectively communicate a mood or tone for a message or brand

• Warm colors

• Cool colors

• Neutral colors

Activity: Color Psychology

• Pick a partner and select a color• Use the worksheet to discover what

your color represents and how it impacts marketing

• Work in class today– Use the computers & magazines

• Share findings tomorrow in class - 5 minutes per group