1. The Use of Color in Advertising Professional Communication Jane Boyd

2. Colors and Emotions Simulates Nervous system Evokes emotional states Travels through eyes to brain –Releases hormones

3. Colors and business Meanings of colors are based on –Culture –Race –Gender –Age –Example: White »US – wedding, innocence »China - Death

4. Colors and “branding” Companies use certain colors to “brand” their product. –Easy to remember –Easy to recognize –IBM = Blue –UPS – Brown –Tide – Orange

5. Meaning of colors in Marketing (North American Culture) White – –Pure –Clean –Youthful –Implies purity in clothing –Sterilization in the Medical field

6. Black Power Elegant Secretive –Used to target high end marked or –Used in youth market to add mystery

7. Red Passion Excitement Danger Used to –Draw attention –Causes blood pressure and heart rate to rise –Used to inject excitement in product

8. Orange Vibrant Energy Play Adds fun to company Creates a playful environment for customers

9. Yellow Warm Happy Alert Attractor to business with a relaxed feeling

10. Green Natural Healthy Plentiful Creates calming affect and grow image Go Green.

11. Purple Wise Royalty Celebration Purple tones for premium service

12. Blue Loyal Peaceful Trustworthy Most popular color Neutral color on global scale Safe choice for building customer loyalty

13. Brown Healthy Natural Masculine Symbolizes home and hearth Reliable, trustworthy

14. Tips for using color Stay within the same color palette –Helps to identify and “brand” your product Keep it simple –No more than 3 colors –Be consistent

15. Color across the world Red –China: Good luck, celebration, summoning –Cherokees: Success, triumph –India: Purity –South Africa: Color of mourning –Russia: Bolsheviks and Communism –Eastern: Worn by brides –Western: Excitement, danger, love, passion, stop, Christmas (with green)

16. Orange Ireland: Religious (Protestants), Europe – Changing seasons Western: Halloween (with black), creativity, autumn

17. Yellow China: Nourishing Egypt: Color of mourning Japan: Courage India: Merchants Western: Hope, hazards, coward

18. Green China: Green hats indicate a man's wife is cheating on him, exorcism India: Islam Ireland: Symbol of the entire country Western: Spring, new birth, go, Healing. Natural

19. Blue European : soothing, “ something blue ” is a bridal tradition – but usually pale blue. Reliable. Cherokees : defeat, trouble. Iran : mourning. China : immortality. Middle East : protection. Worldwide : ’ safe ’ color.

20. Purple Thailand: Color of mourning (widows) Western: Royalty

21. White Japan: White carnation symbolizes death Eastern: Funerals Western: Brides, angels, good guys, hospitals, doctors, peace (white dove)

22. Black China: Color for young boys Western: Funerals, death, Halloween (with orange), bad guys, rebellion, Authority.