Monday, May 2, 2011

Choose a brand colour that represents the effect, not the cause!

When you pick a colour for your campaign, be aware of its power. Sometimes we pick a colour that symbolises the product and not what it does to you. Dare Icecoffee for example, is brown - because it contains coffee... But nobody buys a product for what it is built up of, but for what it triggers in them. It´s the effect, not the cause that matters. So is Dare intending to make me feel brown?

I found this great facts on the website:

"Our most important energy source is light, and the entire spectrum of colours is derived from light. Sunlight, which contains all the wavelengths, consists of the entire electromagnetic spectrum that we depend on to exist on this planet.

Light flows through our eyes and triggers hormone production, which influences our entire complex biochemical system. This biochemical system then affects our being. And light does not travel alone. Light travels with other energies as illustrated on the right.

We know that each colour found in the visible light spectrum has its own wavelength and its own frequency, which produces a specific energy and has a nutritive effect. We know some rays can be dangerous if we are exposed to them. But the visible light, the rainbow, has a soothing effect on us."

My favourite color is red, which stands for vitality, courage and self confidence. I learn from the Colour Energy site that:

"Use when you need to meet a demanding day, or when you feel drained of energy. The colour red provides the power from the earth and gives energy on all levels. It connects us to our physical body. Everything that is to be commenced needs the life vitality of red. Personality Traits: Courageous, confident, humanistic, strong-willed, spontaneous, honest, and extroverted. The Root Chakra is governed by the red energy."

You find more info about other colours on the site, as well as on this site 

Be careful about what colours you use in advertising campaign. People are in general attracted to colour and avoid black and white, dull pictures. Make sure you are a symbol for the consumer benefit and not the product.

Don´t we all LOOOOVE this commercial from Dulux?

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