Colour in Advertising Classwork thread

[Admin]

This thread is for your classwork answers (Question 6)

[CINDYLEFEVRE]

I think that using colors in advertising is a very important thing to give a personality to your brand or product.
Moreover, it's a good way to help the consumer to memorise the society. Using color use a way to arouse the sympathie and the emotional side of the consumer.
However, if the company misuse colors for its communication it could be a fatal error and will lead to a lack of understandîng.
I haven't in mind some brands who badly use colors in their beandings. I guess it's normal, because the use of colors for promotion is something quite basic.
Concerning the product we created last week "the cab move". The main color used was the red because it is a reference to the original color of the phonebooth in the UK.

[Marvin_Menou]

Colour in advertising always conveys something to people. It can be values, strengths, advantages and so on…
But when you see a predominant colour on a company logo it is not always easy to guess what the brand is expressing. People may have different visions on colours and the content of the message given by the brand is not necessarily obvious.
So brands need experts (in colours) so they can be sure they’ve chosen the good one in their campaigns.
I think Milka did very well with its choice. I would associate purple to a mix of elements: chocolate, mountains, and cows.
But I don’t understand why Pepsi uses red, white and blue. Where is the connection with drinks?

As our item presented in class was an application it’s hard to say which colour we would have chosen…

[Cecile ZURETTI]

Using colours in advertising is, in my opinion, one of the most important things that a brand can do to stay in minds. We know that logos are really useful for brands, because they create their identity. Sometimes, we don’t even know the name of the brand or the products sold, but we recognize the logo and its colours.

As we saw, colours have meanings, for example red is love and passion, green is the nature, purple is the mystery… so it’s really important for a brand to make a good choice. The brand Coca-Cola uses red as its main colour, so it’s in harmony with the message delivered that drinking this soda will give energy. I can’t think of a brand which uses a bad colour for its communication.

For Cab’Moov, I would have used the colour red, as we told you when we presented the teleportation cabin. Why? Because we would have recycled English phone booths, that’s simple! Moreover, red means action, power, and being able to teleport ourselves would be a big change in our lives.

[Lea METIFET]

The use of colour in advertising is really important for marketing because usually consumers notice colour before words. Moreover, customers generally make a judgment within 90 seconds regarding the brand. Colours are powerful because they can change our mood, there is also an impact regarding our relationship with a brand, it can change it. The main problem of colour in advertising is that everyone interprets colours differently. For example, white in the west symbolizes purity like in the wedding. For Asia and Africa, it represents death and old age.

The use of colour in advertising is often a very important choice. In my opinion, the beverage Fanta well have chosen their branding colour because their target is young and so that very sensitive to energy, success and vitality. Coca-Cola is another example of success in the choice of colour: it’s one of the most powerful brands in the world and red represents power, passion and energy.

For the branding of the item Pet-Talkie, I would have chosen the colour beige and red. The colour beige represents the relaxation that provide animals to their owners and the colour red symbolizes love that owners give to their animals.

[Anastasia Garros]

A brand has to choose very carefully its logo’s colour. Indeed, the colour reflects its personality or the image the brand wants to project of itself. However, sometimes we hardly understand the use of a colour. For instance, I’ve generally some trouble to understand green logos.
Why does BP use green for its logo?




I associate this company with petrol and for me, their activity isn’t related to nature at all. It’s quite the opposite… Unless, they have chosen green to remind us they make a lot of money, lots of green bucks…

Another example : why does Gulli, a French TV channel dedicated to children's programming, use this logo?



It looks like a green pea. Since when have children been attracted to greenstuff?

Nevertheless, some colours are so well chosen that they turn a logo, a brand into a very powerful brand. For example, pink is so deeply and strongly associated with Barbie.

[Mathilde Vienne]

In communication, except the message, in my opinion, the color is the most important thing to attract the customer. In fact, the color give a personality to your company. Furthermore, thanks to the color, customers will memorize more easily the brand or the product, and I think it’s the most important goal to a company. In marketing, each color has its own meaning, and it’s therefore important to choose the right color matched to the brand and the message.

Using the right color on the packaging can have a hypnotic effect on the buyer. Similarly coloring objects may affect their commercial success. This is the example of the Volkswagen Beetle which owes part of its success.
We can say that the color has a great influence on the customer and therefore can be a real competitive advantage. Today, many products are primarily chosen for their attractive, unique and dynamic packaging. Brands are trying to stand out with a different image of the other, and that means color.

For example, red is passion, love and energy, orange is joy, comfort, yellow is light, intelligence, royalty, eternity, green: hope, relaxation, spring…

Thus, today the importance of the color in communication, it’s a real challenge for companies.

[Lydie Gentric]

For a company, choosing a color is not an insignificant deal. Actually, it's a component of the company's visual identity. The color is a symbol, it represent an emotion, it have a meaning. A study said that colors influence between 60% and 80% customers. So companies has to be very careful in the use of colors. They have to reflect about what is their stories and what is their strategies, thus the color that they use has to be coherent with the all of that.

- It is no coincidence that Facebook, Twitter and Linkedin use color blue in their logo. In fact, this color, which is the most popular among brands and also people, means trust, communication and security.
- The red color get the attention and is really forceful. Ferrari illustrate very well the symbol.
- Black and grey that mean prestige and durability. That why we can find many luxury brands which use black like Chanel and Yves-Saint-Laurent.
- Green, which means youth, deals also with environmentalism. It's not a surprise that most of organic's brands use this color.
- And at last yellow or gold, symbol of light, hapiness, creativity and friendship. Ikea which use this color make consumers feel in a good place to come in family.

As important as the logo or the brand's name, thanks to its colors, a brand can be quickly spotted by consumers, it's kept in their memories.

[Lu YUAN]

In my opinion, the colour is very important in advertising, in other words, all the elements related with five senses are important in communication. The five senses are interlinked, just like : warm is red, cold is blue, they are linked by senses of touch sight.

We have to capture consumer’s attention in a very short time, the choice of colour became very cautious and complicate. The colours that we choose have to correspond the concept of our product and of consumer. Advertising is the exchange of the information between company and consumer. So the colours are a very important part of expression of information.

[Emilie THIRY]

Coca-cola goes green

Coca-Cola has been challenge to be healthier and be more respectful of the environment and we see it with their attempt to change their image visually. Indeed they decided to change the color of their product turning everything green. Green is the new red and it’s a big change. For many years Coca-Cola embraced its own redness, but time changes and sales are apparently declining. Thanks to their marketing strategy they launched their new product Coca-Cola Life. So this green bottle is mid calorie sweetened with a combination of sugar aND Stevia and it’s perceived as « Natural ». In everybody’s mind green stands for nature and freshness. Will the consumer be foolED by it? I have never liked this brand because they participated in the increase rate of obesity in the world. We can also wonder what existing fans will think.

[Admin]

I did laugh when I saw last week that Coca cola were going green. but then again It IS the Real thing!

[Cadoret solene]

The most famous brands in the world are defined by their colors. In each moment, color is the predominate element of identification and association with a brand. Color enables us to instantly recognize and draw emotional associations to a brand. One yellow M, a black apple, a white C on a background…Brands the most consummate are recognizable by a color.

I think, the colors that are chosen to represent a brand are done very carefully. The strategic use of color can be used to improve a customer’s mood. Larger companies may invest heavily into branding research, particularly into color in order to target particular markets and provide a certain impression of their product to consumers.

In my opinion, color it’s not just a pretty element of design. It is also a crucial tool used in branding. The colors used in a brands logo, website and packaging become a direct representation of the brand itself. Color choice is not only used as a visual, but it also has the ability to convey messages and create a mood, emotion, or symbolic meaning to its consumers. The color becomes a part of the brands overall identity, therefore color becomes a powerful element in brand recognition.

[Ingridb]

The color in the publicity is essential. Several experiences proved that the color is a fundamental element in the communication.
For example, even if originally men and women have no  colour code attributed , due to our culture, today, when they look for something, men turn themselves spontaneously to the blue color and girls to the pink.
To invert these two colors and to try to sell for example a toothpaste with a pink packaging for a boy would be a horrible flop. I’m sure that men would even not think of reading the label on the pack...
Thus before launching a product on a market, it will be necessary to pay attention on its color.
Of course, the meanings of colors are appropriate to every culture, every country, every period. It’s strange when we see for example, the evolution of the fashion through centuries, tendencies evolve, it is a perpetual cycle.
We saw, during the conference of Gérard Caron that colors were important for the picture but also (and we often forget it), for the taste, the sense of smell, the touch.
So, if I eat chicken who was colored in green for example, I am sure that I shall find it bad.
I propose you to watch an original video 22 Countries Photoshopped One Woman To Be "Beautiful." (link : https://www.youtube.com/watch?v=eGniZ07Kf84 ) Here's What Happened. It’s amazing because we understand really that each country have its specific color of make-up or favorite hair colour … If a brand makes a publicity whith the bad criterion beauty, the mannequin can be considered ugly and the spent money for  the entire campaign of communication go up in smoke.
At last but not least, I have found this by accident on the web. I believe that this video is an extract of an old Canal + emission. If you have 3 minuts and if you want to see an original concept (always in relation with the color LOL) see that ! (My opinion ? I would like to try me too, to change my skin, but in the other sense, becoming black !) Link : https://www.youtube.com/watch?v=lym5-T5YzQI
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[Admin]

The "beauty" video was interesting but the presenters were annoying to the point of vomitting.

[MarineFoucat]

Tiffany & Co. is immediately recognized by its trademark blue of its own iconic boxes (trademarked as "Tiffany Blue"). They are omnipresent on everything from jewellery boxes to shopping bags and advertising.



On one hand, Tiffany’s blue box symbolises design and style. In another hand, it means distinctive and high quality jewelry. The real power of Tiffany’s blue box is that it sparks an emotional connection. Tiffany’s is a representant of pop culture, that's reinforce their brand awareness.

In general brands use blue to seem calm and logical.

[Emma Failly]

In my opinion colour in adverting is the first thing whose attract us. When you thing about one brand, you thing about the logo so his colour. If you don’t put the right colour which correspond with your brand that could make some confusion in the consumer minded.
A lot of brand are famous because of there colour or there idea.

For example we all know Mac donald, they had a red and yellow logo with the « M ». But i don’t understand why they make this color for fast food ? The red is not really consistent with the brand and his products. But now they change there color, they have got a green color at the backgrowd. So this is more understanding, because they protect the idea that they are for the respect of the environment and that they think about health of consumer. (even if i don’t think that’s the truth)

If i take exemple of Mustella which is a baby brand, for skin.,this company use the blue and the white. I think that is a good choise because blue color represent purity (like the white color) and fertility. So when you look at this brand we desire to trust the brand and his efficacity for our baby.

To finish, for the brand (Fullips) that we presented last week, we choose the red because it represent the wisdom and the passion. When you look at this you want to take this lipstick and you want to be desire !

[Emmanuelle Darthout]

Colors in advertising are very important. Logo is the concerned first one because it carries the brand identity and must clearly represent the company. Thereafter, all that constitutes the pack reflects the brand values.

Most products are intended to be on the shelves of our supermarkets, it's important to recognize the brand at first glance. Difficult given that each category has its own color code ! For example, the fresh food department will have a dominant of blue, the coffee department tends to brown and black, etc. The color will determine the function of the product, its target, its attractiveness and interest. There is a true language of colors that will influence more or less on the purchase.
Imagine Milka tablets in an other color than purple?

Colors has a real impact on our perception of the product. Colors have a meaning but also an influence on us. In fact, there are soft and hard colors, warm and cool colors, flat and deep diverse colors. In each to find the one who will retranscribe as good as possible his brand.

[Mathilde Lehmann]

I think the color is extremely important in the advertising because all faiths, uses and customs around codes of human based in symbols such as colors. It’s importante because today at the time of hyper globalization always faster, the color is the only element which we have time to see and to memorize. It’s for that reason, it’s a fundamental element of the brand identity.

For example, the Coca Cola company is a good illustration of a successful and long-lasting communication because the hundred-year-old brand knew how to stand out(be imperative) and fit in a hallucinating way. In South America the soda replaces now a ritual drink in an ancestral religious rite. In Amazonia, we can see how Coca Cola company knew to adapt itself to the party of Parintins by declining its advertising campaign and packs in two colors with aim of selling more and being accepted by both teams which oppose : blue and red (http://logobr.org/branding/coca-cola-azul-parintins/).
On the other hand, the French company of dairy products Danone made an error with the use of an inappropriate color for the yoghurt Essensis thrown in 2007 (http://www.pubenstock.com/2012/flops-du-marketing/). Essensis is classified in the category of nutriceuticals (as other products distributed by the brand) and is also considered as a « cosmsticfood ». In spite of the main problem of this product came from the slogan "Essensis feeds your skin of the inside" and his high enough price. I think that the main brake in the purchase of this product is the color of the pot, which clearly makes a reference to the world of the beauty and the cosmetics. The esthetic of this pot doesn’t tempt to consume this product. It reminds the famous experience of the brown pots of yoghurt and the blue pots containing the same yoghurt, at the end for the majority of participants the best yoghurt was in the blue pot.

What proves once again the power of colors on our perception of the world which surrounds us (http://www.carrenoir.com/).

[Salma Elassali]

The visual has a big influence on consumers, these colors play a very substantial role especially in advertising and branding. Each color has its own symbolic. In the field of marketing , it's important to consider the statements and symbolic of each color, Checking a nice color in an advertising poster makes it more attractive and can even influence the choice of those who watch it.

For example; Lay's chips have a cheerful packaging with the yellow color to animate the package, because the yellow reminds us of smiles and fun, and a package with such  color is hard to miss on the shelves.

 

The colors are one of the pillars that show good communication of a brand to attract customers, that's why it is important to know the colors and their meanings in different cultures to avoid having conflicting results.

[FloraClement]

Hi John, sorry for this later commentary...

So, concerning the using in advertising... I think that it's very important because colors represent the spirit of the brands or permit to know what type of product it is.
For example in agribusiness, brands which used green are espescially brands specialzed in sunstainable developpement. It's the same for the yellow... Butter, oïl use this color because fats are oftened associated with yellow. To finish with this thing, I'd like to talk about product for babies.. Because I think that it's the product Which used the more White and blue colors, like Klorane, Mustella, Nestle baby, bébé confort or Biolane..., because i think it represent purity, and wisdom.

More than, their role is still important because they help to attract unconsciously eye on what advertisers want us to notice. I think about, Ferrari and its beautiful red Which reprsent action, power and energy ! But, the style and editorial tone (see "Sound in advertising") is also very important because it is through them that we retain a slogan or phrase that can automatically record without necessarily realizing it !

To finish, we have the same point of view with Emma, because,  for the brand (Fullips) that we had present you last week, we have choosen the red because it represent love, potency and the passion. So, when you see it, you want to take this lipstick and you want to be desire !

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