THE MOST POWERFUL TOOL IN BRANDING

IMAGERY

Christy Cyriac

COLOR

Basics of Color

COLORS GENERATE EMOTIONS

Blue• Tranquillity• Security• Integrity• Peace• Loyalty• Trust• Intelligenc

e

• Coldness• Fear• Masculinity

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Turqoise

• Spiritual• Healing

Sophisticated

• Protection

• Envy• Femininity

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Green• Freshness• Environmen

t• New• Money• Fertility• Healing• Earth

• Envy• Jealousy• Guilt

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Yellow• Bright• Sunny• Warm• Energetic• Happy• Perky• Joy• Intellect

• Irresponsible

• Unstable

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Purple• Royalty• Nobility• Spirituality• Luxury• Ambition• Wealth

• Mystery• Moodiness

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Pink• Healthy• Happy• Feminine• Compassion• Playful

• Weak• Femininity• Immaturity

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Red• Love• Passion• Energy• Strength• Heat• Desire• Speed

• Anger• Danger• Warning

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Orange• Courage• Confidence• Friendliness• Success

• Ignorance• Sluggishnes

s

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Brown• Friendly• Earth• Outdoors• Longevity• Conservativ

e

• Dogmatic• Conservativ

e

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Gold• Wealth• Wisdom• Prosperity• Valuable• Traditional

• Egoistical• Self

Righteous

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Silver• Glamorous• High Tech• Graceful• Sleek

• Indecisive• Dull• Non-

Commital

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White• Goodness• Innocence• Purity• Fresh• Easy• Clean

• Isolation• Pristine• Emptiness

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Grey• Security• Reliability• Intelligence• Solid

• Gloomy• Sad• Conservativ

e

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Black• Protection• Elegance• Dramatic• Classy• Formality

• Death• Evil• Mystery

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Colors influence your decisions

It can:

• Alter your mood• Attract your

attention• Persuade• Play a major role

in how we see and define things.

If you want to dig a little deeper

Using just a Logo

■ Omitting the company name from the logo image can be useful in that it forces the viewer to think more about what the symbol means.

■ The viewer is now associating the image with your name whether they notice it or not.

■ When your customers can recognize a symbol that represents your business name, he makes the connection subconsciously and you convey your brand message much faster to them.

Play around with that Logo

■ The brand Target use their logo the target symbol and circular shape over and over again.

■ A common execution of this is seen in their TV commercials where they will often create the target or circle shape out of objects that you can buy in their stores.

■ In the image seen here, the target shape is used to “brand” their mascot and also to look like flowers in a vase.

■ This reiterates the logo shape to viewers while creating a fun, interesting element to their advertisements.

Logo Variations

■ Sometimes cropping or slightly altering your logo can be a successful way to create an interesting graphic element and make your brand appear more modern.

■ Here in the Starbucks example, you see that they use a larger, cropped version of their logo to create a graphic element on their paper bags.

■ The logo is slightly distorted by the fold in the bag, but still recognizable to the customer.

Visual Consistency

■ Color plays a huge role in creating the cohesive look you need to be memorable.

■ Not only should you stick to a color scheme, but you should also make sure that you’re using the exact same colors on every medium.

■ In a typical Coca Cola TVC, you can see the color red in mostly every frame. It subconsciously creates brand recall.

The Coca Cola brand colors and elements are present in each frame, and the Ad also has a very warm, refreshing and friendly vibe to it. The visuals, subtle sound effects like opening the bottle and gulping coke, makes you want to go drink one yourselves.

The subtle use of Green color is evident.

HOW DO “DOVE” ADS STAND OUT

EVERY TIME

DOVE BRAND COLORS

■ The color white which symbolises purity, goodness, innocence, uncluttered conveys Dove’s brand message fluidly because both the color and the brand complement each other.

■ Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven.

■ Blue is considered beneficial to the mind and body. It produces a calming effect.

But plenty of other brands haveidentical brand colors

So what makes Dove special……

Let’s rewind a little…

In 1957, The Dove Beauty Bar was introduced in the United States.

It promised women that it wouldn’t dry their skin. The way soap did.

For Dove’s first marketing effort, they mailed an at home Litmus test to consumers.

Women tried it. It didn’t.

Thus began a very trusted relationship with it’s consumers and brand.

Whom does Dove talk to?■ The Dove woman is one who has

accepted herself the way she is, imperfections and all.

■ She may be 20, or maybe 50 years old.

■ But she is accepting of herself, and is more concerned about the way she feels, than what she looks like.

■ She has not given up on beauty, but hers is a beauty quest with limits.

■ Quality and effectiveness is of paramount importance for her.

The Insight

■ ‘THE YEARNING FOR THE REAL’ in the world of millions of brands offering products, whose authenticity can’t possibly be found.

■ Dove is one of the few brands that is firmly rooted in reality.

The Communication

■ Their communication tone is always soft, personal, uplifting like one woman to another.

■ No ad land cliché, no mumbo jumbo, no hype and puffery.

■ They never try to sell, instead just present the facts and let the consumer decide.

The Message■ Emotionally Dove gives the

woman a very personal, unexaggerated, uplifting little feeling about her own beauty.

■ And it means a lot to her because it is more personal and one to one than any other brand.

Uncluttered

■ Dove is beautifully uncomplicated that’s why the minimalist visuals on screen, emphasising only the things that really matter.

■ And reinforcing the purity and goodness of Dove.

Dove Protagonist

■ Is never the stereotypical model who features in every other ad.

■ Is not a wind blowing across her face, fresh natural beauty.

■ But the everyday woman in your lives, who have a very strong character and are self defined.

■ They are democratic, beauty with brains and doesn’t worship stereotypes.

Dove Protagonist

■ They convey the strength of their character and vitality through their eyes.

Dove sound design■ With respect to this sample TVC :-■ The BGM used has a feel good vibe to it, it’s

mostly acoustic guitar with a sound similar to the movie “Into the wild” and later a soothing mellow female voice amplifies and uplifts the mood.

■ As the ad deals with haircare, the visuals regarding the hair are visually very pleasing, soothing and a has a smooth and soft touch to it.

■ For a more detailed look into Dove’s branding :- http://www.slideshare.net/rainerbuehler/dove-brand-book

WHEN ALL THESE ELEMENTS WORK

TOGETHER, YOU GET A UNIQUE BRAND IDENTITY

THAT IS DIFFCULT TO DUPLICATE