Art 1 – color in advertising for 2/24


Look at the following links:

Read the following article also:

Color in Advertising

After watching these videos and reading about color in advertising, post a comment and share what you consider to be the three most effective color strategies used by advertisers. Also, do you find that you agree with the points from the article – or are your tastes and responses different? Are there any ads that you can recall as having an effect on you because of the color?

If you did not do the sketchbook early for the Chagall inspired “Music in Motion”, do an hour free choice drawing.


32 responses »

  1. One effective way to utilize color strategy in advertisements would be as shown through multiple advertisement videos linked above would be to emphasize the contrast between stark different colors side by side and having a gradation of sorts blending the colors together. Another effective color strategy would be to match the beats of the music in the background to the increasing intensity or movement of the colors. Another effective color strategy especially when trying to sell hdtvs is to emphasize the vibrancy and movement of color through space and time. I greatly agree with the points of the article, especially what they were saying about red how powerful and intense it is of a color. This made me think of the coca cola logo and advertising genius. Anyone could pick out its bright red logo anywhere it is one of the most recognizable logos out there. The striking color of white against all red pulls you in. Something else that i thought of whilst reading the article was the apple brand and how the sleek packaging and advertising has brought in millions. Just the pure simplicity of the either white or black has an elegance to it that was brought out with the LACK of color which i found very interesting.

  2. 1) The use of bright stimulating colors such as red draws attention and will get people to look at what you want them to.
    2) The use of formal colors together like blue, black, and white attracts many people who want to seem formal and like that style. Style has a cycle and it seems as though some people like that throwback style to when things were more formal.
    3) The use of clean modern colors. Take apple or Lamborghini for example. Everything is sleek, shiny, and modern.

    I agree with everything in the article. I remember some sprite commercials where they show people having a good time with colors bursting. There is one sprite commercial with Drake in it and the sprite explodes into colors of green and yellow and music plays to the movement. It was a visually pleasing commercial.

  3. I think that good strategies are to use a wide range of both bright and muted colours, using contrasting colours, or using either warm or cool colours. For the most part I agreed with what they said, but I did not agree with their claim that “Although it can have a calming effect, men often find pink an irritating reminder of female existence—not something they like to acknowledge!” I can’t think of any advertisements that affected me because of their use of color.

  4. 1) I think that anything that has bright colors and music that corresponds is really appealing and catchy to a viewer.
    2) Clean lines and simplicity is also easier to understand for the viewer because they can focus on the advertised merchandise instead of looking at all the distractions around it. And they will understand the commercial in the 30 seconds the ad is on TV instead of still being confused when it’s over.
    3) Commercials with really straightforward dark blue or black color schemes is very appealing and makes it easy to take in all the information you need.

    I think some of the most interesting commercials are ones like apple that have bright colors like for the iPhone 5c. All the bright colors attract your eyes and you look for them as you watch a commercial. The new iPhone ads that are along the highway are really cool because they are so simple and easy to understand, and you can get the idea of it in the amount of time that it takes to drive past the signs.

  5. The three most effective strategists advertisers can utilize are simple: rhythm of color appearance, analogous series of said colors so they don’t clash, and strong intense colors such as red. I agree with the article’s interpretations of colors; I had no idea red was the first color babies see, too. Are they colorblind before that?

    I remember an iPod commercial I saw that had bouncing iPods scattering colors. It was really nice to watch and made me want an iPod.

  6. I think using bright warm colors can come off as playful and/or tasty. I think dark colors, especially blue and black are great for a tasteful design, and comes off very serious. I think using an array of colors can appeal to all both playful and serious tastes.

    I think the use of red and yellow, are very influential for when you eat at fast food. I always seem hungrier when I see those colors.

  7. 1. Bright colors that catch the eye
    2. Having the colors synch with the music
    3. Having darker, more modern colors to contrast the bright colors and add an air of sophistication

    I have seen commercials where there are many slick, liquid looking vibrant colors and I always think the products look very cool.

  8. Most effective color strategies used by advertisers:
    1)Rainbows, people relate to things happy and good
    2)Bright, catches the eyes of the audience
    3)Gradual transitions makes for a nice flow or if want big impact use lots of mixtures of colors (analogous and complements)

    Article Comment:
    I thought the article was fascinating in how much research was put into it. Most of the time I agreed and was wowed by how much other seem to agree with the color association. It was cool to see that my thoughts about yellow is true in how it is kind of a double edged sword. It’s nice but at the same time for some reason I just don’t like it that much. I do find it hard to believe that red is the first color babies can see. I thought it would be a more soothing color like blue.

    Ads that had an effect on me because of the color:
    I really liked a dove ad because it had a very soothing color mixture of dull light green and a pearl white. It made me feel calm and relaxed.

  9. 1) The timing of color pops and movement to music.
    2) Bright colors to grab attention.
    3) Cool patterns made by colors transitioning form one to another, sort of like the dominoes in the video above.
    I agreed with all that the article was saying, and thought that the stuff about how to use different colors with different products was really interesting. I tend to like the apple commercials, how the mac commercials are very sleek and use a lot of black and white. I also like the brighter, more bouncy iPod commercials.

  10. 1. Use of highly saturated colors that pop and draw attention
    2. Effective use of color mixing
    3. Synchronization to music or voice
    I liked and agreed with the article because it seemed very well thought-out and researched, and it’s easy to see the parallels between what it talks about and real-life commercials. I also agreed with the moods of all of the different colors. Ads with striking color schemes are the apple commercials. They try to keep things pretty simple and sleek color-wise, using mainly black and white. However, when they do use color it really pops out, and helps highlight their products better, making it a positive viewing experience.

  11. I think the three most effective ways advertisers use colors are 1) synchronizing color with music to grab the attention of the viewer 2) using colors in a combination that is aesthetically pleasing and produces positive feelings in the viewer that could be then projected on the product 3) using colors that cater to specific demographics (i.e. using green in an ad for granola bars).
    I thought the article was interesting on the whole. The idea that different colors coordinate to different types of products and different types of demographics is fascinating, but the article neglected to mention the role that media and advertising has had on the creation of those color associations. For example, the article mentions that blue–while “universally liked”–is particularly useful in ads that target men because it is a color associated with masculinity. However, as recently as the early 1900’s, blue was seen as a feminine color and the change in association was not a natural process; it was calculated shift driven by the advertising industry and the media. What I did really like about the article was that it talked about our sensual reaction to color. The fact that, for example, green is the easiest for us to physically see or that red makes our hearts beat faster, is really interesting and added a much more concrete and scientific flare to the thesis of the article.

    • That’s a wonderful point about the role of media in shaping the psychological responses that are mentioned in the article. Tastes and responses do change and they have evolved from things pushed through by advertising campaigns and the fashon industry. There really aren’t absolutes in taste, are there?

  12. 1.Tthey used bright colors to attrack people’s attention.
    2.They usually put colors in a gradual pattern.
    3.The colors are moving with the music, the rythems are synchronous.
    I like the article pretty much, and I agreed at all. Especially the part of using different color with different stuff, that’s very cool, color could giving peo ple different feelings. The commercial I remember is the traveling one, which shows mountains, ocean, blue sky… Those color combinations give people a strong feeling.

  13. Its no coincidence that taco bell and fast food restaurants use bright colors everywhere in their branches. Colors should complement the ambiance they want their viewers to experience whilst viewing the ad. A down to earth, lively color would go better for a healthy snack or deli, while a commercial for an unknown product must grab their viewers attention, with – lets say – a much brighter tone to snatch their eyes. I agree with eleanorbroosevelt that music often has a strong subconcious affect on advertising.

  14. I think that using a wide variety of colors definitely draws attention to an ad (like in the last one). having those colors move (and even explode) adds drama, too. The brightness or dullness has a huge effect for sure. I agree with the points made in the article, and now that I think about it I can see different companies using the color meanings to their advantage. Even in the product itself, like how sports shoes are so brightly colored with neon laces etc.
    I also noticed that they used music to make the colors pop even more in the videos above.

  15. I think it’s really effective when advertisers use the contrast of clean white with brightly-colored objects. The old iPod commercials used this technique well, with a dark silhouette of a person dancing surrounded by a colorful background, or a white background with a colorful nano. I personally am attracted to bright colors, so seeing them in advertising attracts my eye. Billboards that contain a lot of color are particularly effective. These techniques seem very clean and chic.

  16. I think using bright colors and stark contrast is usually pretty effective in marketing, like red and white for coca cola is pretty effective because they have clean lines and a nice contrast between colors. Also colors that evoke emotion like red or blue. I think most of my taste is different. But I think the coca cola pepsi halloween ad was pretty effective.

    • It’s definitely a funny ad and they got away from the Halloween colors too! And, do you think Pepsi is trying to bank on the attraction of red, white, blue and thus become a patriotic favorite?

  17. I think the main thing in advertising is catching a person´s eye which seems easiest with bright or contrasting colors. Interesting shapes unusual in daily life might be helpful in getting that first glance or, on the flip side, shapes that instantly ring a bell, that make you think of something positive or remind you of something important. Different groups of colors also could attract attention. For example pink green and sky blue remind me of spring or cherry blossoms so maybe if it’s late winter a spark of spring would be welcome and make me want to look closer at the ad or watch the commercial longer. I thought it was kind of odd how definitive the article was about everyone’s reaction to different colors. It would seem that different people would link different things to colors. Most of the color connections I agree with but I know for me at least purple can be an exciting, exuberant color and pink a disgusting one so the article isn’t exactly right about “everyone’s” perception of color. Mostly the ads struck me as oddly inspirational and yes, I guess beautiful, but mostly because of the coordination of music, color, images, and message not so much just specifically the music.

  18. I think the three effective things the advertisers did with the color was providing it with motion, mixing them, and keeping the colors bright. the motion of the paints really made individual colors stand out due to changes in motion, and made an interesting change of liquid dynamics.
    On a personal note, I think the music of the ads had even more to do with how much attention I paid, rather than the colors.
    I do agree with the color statements from the article, especially about the red. I see red as a very attractive and entrancing color. I don’t really pay much attention to ads, and I can’t recall any specific ad that caught my attention with colors.

  19. The first was how they used music with the color. Secondly, in the dominos one, the fading colors. Lastly, the use of bright colors. The only point I disagreed with was orange. I think orange is good with other colors, but by itself it can be overwhelming, like yellow, especially a bright shade of orange.

  20. One strategy for colors used by advertisers is the bright colors like red and green to catch the watchers attention. Also the range of all the colors alone and the colors mixed also set off a good contrast. Another thing thats a effective straggly about ads is the the colors contrasting the type of ad that is showing. Also the rhythm of the colors and how they move really effects the showing of them. I agreed with all of the article, i remember a skittles commercial where all the colored skittles were layed out but color and then all the colors were made so they made something, like a red or green apple, or a watermelon, or even flowers with green stems.

    • I think that commercial was years ago, wasn’t it? If so – that’s shows how effective it was and how important the colors were in making that impression. That’s also some of the attraction of the candy too…..

  21. 1) They have splashes of color (literally) on a relatively blank, dull background which brings out the color and makes it appear more intense.
    2)They use only the brightest of each color which conveys a sense of clarity, and precision which is wanted in a TV monitor ad.
    3)They had very gradual, good looking transitions that gave it a very nice flow.

    I agree very much with the article and I think that the bit about white and black at the end was very accurate. Apple has a very clean cut, modern aesthetic that is well advertised by simple black and white text and images.

  22. The three most effective strategies that I noticed are:
    1. Contrasting colors. A lot of people mentioned that already but logos tend to draw more attention when the colors pop against each other.
    2. Music and color. It’s really effective and visually pleasing to see vibrant colors in rhythm with music. We discussed this in more detail in the last blog
    3. I’m not entirely sure how to explain this but there’s something about color and advertising that’s really memorable. For example I can just glance at the facebook shade of blue and know it’s facebook or the classic crimson for target.
    I agreed with a lot of the points of the article especially about yellow and orange representing cheaper or lesser quality things. I found this image that is basically the article summed up and I thought it was really interesting because the colors given tend to go along with what we associate with the brand/product/business.

    • Your comments remind me of the power of “branding” and as you mention, the association of certain colors with a product can be immediate. That color/name/brand recognition is the name of the advertising game. Thanks for sharing the image – a great summary of brands/colors and the associated emotions!

  23. i think the color scheme of the advert really depends on the product being sold. you wouldn’t use the same colors for and ad about Erectile Disfunction as you would with an ad about ladies deodorant. There are different target audiences and different colors should be used.
    Color should match another element of the ad.
    patterns and repetition
    I would tend to agree with the points made by the article. I There are many ads that i notice because i love the color scheme.

    • It’s interesting how important and powerful both of these ads are because of the black and white photography in them. The Leica ad of course works both the black and white and color stills as an illustration of the power of the new model to bridge both photographic aesthetics. Imagine the Armani ad in color and it would be too close to surf branding. They wanted to appeal to another audience.

  24. Color strategies:
    1. Movement. Like bright colors, color in motion also captures the eye. Every advertisement featured some sort of moving colors.
    2. Bold color. Bold and bright colors get your attention better than dull colors.
    3. Contrast. Lots of orange and blue, yellow and purple, etc. to make each one appear to stand out more.
    As for the article, the page wouldn’t load, but I do recall advertisements that caught my attention using color.
    1. Discovery channel often shows the most colorful natural scenes in their commercials for visual effect.
    2. Fashion and design ads always use color in some way, because design is based a lot off of color.

  25. 1. Using bright(often neon) colors to highlight a focal point.
    2. Changing colors from one shade to another to evoke a change in emotion.
    3. juxtaposing colors with black and white also has a powerful effect on our emotions.
    I generally related to what the article was saying although it is rather hard to describe the relationship between color and emotion with just words. I find it interesting that we as a species are all effected similarly by colors all over the world, although, we each seem to develop our own relationship with the colors around us separate from one another through our experiences. I find it somewhat unethical to use subliminal messages through color to persuade customers to buy a product.

  26. After watching these videos and reading about color in advertising, post a comment and share what you consider to be the three most effective color strategies used by advertisers. Also, do you find that you agree with the points from the article – or are your tastes and responses different? Are there any ads that you can recall as having an effect on you because of the color?
    Three effective color strategies used by advertisers are:
    1) showing a bunch of extremely vibrant colors together, especially the primary colors. an example of this can be seen in the 2008 ipod nano ad (
    2) using exclusively black and white. this technique isn’t used often, but when it is, it can portray stark contrast. also, sometimes in advertisements, the beginning of an ad (portraying time before having a product) is black and white, and then when the product appears, things become colored.
    3)Cool or warm color sets can be used to set a mood in an advertisement.

    I liked the article, but there were parts that I disagreed with–and that I thought we sexist, like when they talked about purple and pink.

  27. 1. The vibrant colors used are meant to make people want the TV because of the range of pretty colors and everything. The sheer amount of colors is a good technique.
    2. The flowy-liquid color being poured into cups goes a long way in representing the color intensity and prettiness of the screen.
    3. The black and white create a good contrast which can set the mood. The contrast of color and black and white.

    The article, I think, is EXTREMELY subjective in its opinions. Colors can mean a lot of things. Also, they also abide to stereotypes like pink/purple = women.

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