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Color/Concept |
Details |
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80% of human experience is filtered through the eyes… |
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Color, shape, numbers, words… in that order...
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Context, context, context… the color equivalent of location, location, Location |
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Red - Enticing, appetite arousing… |
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Bright Pinks… |
- Capture some of the same essence as Red
- Theatrical, provocative…
- More playful, useful than red… Can actually be used as dustpan or seating or Kayaks…
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Lighter Pinks |
- Tastier… sweet…
- Symbolic of social causes - Breast cancer…
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Deeper Reds |
- Most sumptuous
- Connected to the good life
- Elegant, cultivated, rich & refined…
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Orange |
- No word for orange in Europe before the fruit showed up…
- Use in Fast food caused it to decline in the past…
- 90's - Rebirth in fashion…
- Wider use in other cultures…
- Many industrial uses… high intensity…
- Association to the mother color (red) - very physical, high-visibility - in constant motion…
- Consumer conjures up activity - moving…
- Connection to yellow - friendlier and more approachable than red…
- Kids like it - Ages 3-6 especially
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Yellow |
- Heat, vitality and energy
- Essence of light
- Emphasis on the metaphysical
- Enlightenment - Ability to see things clearly…
- Glorification of the color…
- Always attracts infants eye
- Infants use it to embellish upper left or right (of paintings) … universal - kids in all countries
- Color of highest visibility - easiest for human eye to see…
- Combination of yellow & black - Markings of wasps, snakes, NY taxis???
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Brown |
- Earth - diligence…
- Change in the last 10 years - openness, naturalness
- Elevated to new levels of sophistication…
- Chocolate and coffee shades…
- More of a fashion statement - outdoor pursuits…
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Cooler Tones |
- Long assoc. with the serenity from a clear cool sky
- Light, mid and deep - respite, introspection…
- Dependability and trust…
- Dedication from consumers
- #1 for corp. branding…
- Challenge to keep fresh and not hackneyed
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Green |
- Can be an attention getter
- Reaffirms nature - heralded by the tender green shoots
- Fresh, healthy… organic
- Avocado green - formerly reviled - Whole new cachet
- Martha Stewart has helped to bring green back
- Sustainability and eco-friendly
- Children - Shrek!
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Green w/an undertone of blue |
- One of the most popular colors…
- Teal - Seen as tasteful - upscale…
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Purple |
- Unordinary - many moods
- Undertone and shading - can be exciting and energizing - or mysterious and interesting
- Transcendental - new age…
- Purple flowers and foods - more distinctive
- Eggplant, berries, plums - burst or twang…
- Exclusivity - in ancient times only the wealthy… 336K snails = one ounce of dye…
- That concept gone today…
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Neutrals |
- Lack excitement - inherent warmth and subtlety
- Symbolic in recycling…
- Variation in tone and texture - increase complexity
- Gray and Silver - Modern and contemporary look
- Gray - Rock solid dependability…
- Silver - high tech, greater value…
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White |
- IS a color
- Human eye does see it as a brilliance - reflection is important
- Ultimate color of purity and cleansing…
- Temperature-wise - always says cool…
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Black |
- Power and empowering…
- Staying power
- Elegance and sophistication
- Black is the new black - always...
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Cultural differences - Extensive… |
- World is changing….
- Lots of urban legends..
- Example: Never use white in China - color of mourning…
- Reality: Visited Taiwan - Taipei - Brides in westernized white gowns…
- 25 young couples - white gowns and veils…
- Wear red dress at some point to appease elders…
- Cautious of sweeping generalities - MTV culture…
- Do your homework on the specific culture…
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In Established Industry
Example: Plumbing |
- Silver is a given - How to move forward?
- Care required - Risk to move forward too aggressively…
- Find consumer who engages uniqueness…
- Masses - Go after "a" finish (patina), striation, texture, etc. - retain comfort but gain interest…
- Definite trend
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Colorblindness |
- No universal givens as how color is viewed
- Colorblindness is individual…
- Use the black & White test…
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Consumers are more about combining than just using "the" hot color… |
- Want to refresh rather than rip & replace
- "Bring in" the trend color…
- Fads - Fashion is a risk taker…
- Trends established across 3 seasons… (her rule)
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