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Lesson 4: Promotion Part 2

Lesson 4: Promotion Part 2. Color Theory. Marketing Strategies. Colors in promotion have varied effects on consumers Color plays a large role in memory recall Color meanings vary by culture and situation. BLUE. Perceived as trustworthy, dependable, fiscally responsible and secure

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Lesson 4: Promotion Part 2

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  1. Lesson 4: Promotion Part 2 Color Theory

  2. Marketing Strategies • Colors in promotion have varied effects on consumers • Color plays a large role in memory recall • Color meanings vary by culture and situation

  3. BLUE • Perceived as trustworthy, dependable, fiscally responsible and secure • Used often in financial institutions, because stability implies the company can be trusted

  4. Red • Activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly • Proven to stimulate hunger • These responses make red aggressive, energetic, provocative and attention-grabbing • Used in restaurants, grocery stores, etc.

  5. Green Meanings vary with its many shades • True green denotes health, freshness and serenity • Deeper greens are associated with wealth or prestige • Light greens are calming

  6. Yellow • Associated with the sun • Communicates optimism, positivism, light and warmth • Certain shades seem to motivate and stimulate creative thought and energy • *First color the human eye recognizes

  7. Purple • A color favored by creative types • Evokes mystery, sophistication, spirituality and royalty • Lavender evokes nostalgia (memories / reminiscent of the old days) and sentimentality

  8. Pink • Meanings vary by intensity • Hot pinks convey energy, youthfulness, fun and excitement and are recommended for less expensive or trendy products for women or girls • Dusty pinks appear sentimental • Lighter pinks are more romantic

  9. Orange • Evokes exuberance, fun and vitality • With the drama of red, plus the cheer of yellow, orange is viewed as gregarious and often childlike • Research indicates its lighter shades appeal to an upscale market • Peach tones work well with health care, restaurants and beauty salons

  10. Brown • Conveys simplicity, durability and stability • Can elicit a negative response from consumers who relate to it as dirty • Certain shades of brown, like terracotta, can convey an upscale look • From a functional perspective, brown tends to hide dirt, making it a logical choice for some trucking and industrial companies.

  11. Black • Serious, bold, powerful and classic. It creates drama and connotes sophistication • Works well for expensive products, but can also make a product look heavy

  12. White • Simplicity, cleanliness and purity • The human eye views white as a brilliant color, so it immediately catches the eye in signage. • Often used with infant and health-related products

  13. Gradient • Creates a gradual blend between multiple colors • Adds flare to an object, rather than just one, plain color

  14. Your Assignment Create a LOGO for either your convenience store or a business that you would like to own in the future. Program: Photoshop, Publisher, PPT, Paint

  15. Requirements • Use of color theory • Minimal use of 3 colors • Minimal use of 1 ‘object’ • Print it out IN COLOR – on back of paper, write your name • Make font / objects easy to read from a distance • Make sure the viewer knows the type of business you are designing for • No clip art, no white edges around a picture • WOW factor, overall effort • BEST design competition

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