Color Makes an Impact

An insightful article from the photo-editing website, Canva, explained the importance of color to brand's logo or identity. The article explained that "A brand's logo and visual identity will comprise a number of visual cues, such as shapes, symbols, number, and words. But the number one visual component that people remember most is color. In fact, color increases brand recognition by up to 80% (Gross, 2018). To explore the importance of color and a brand's visual identity, we are going to look at five advertisements that use color too, firstly, help the brand's visual identity; but to also provide its audience with emotion and to communicate the brand's or the product's message.

1.  Heat Perfume by Beyonce 

Although Beyonce's Heat perfume is not from a certain company, the advertisement was created to help boost Beyonce's personal brand. This was the singer's first perfume, so the advertisement needed to be promoted with colors that excite and attract her audience. Thus, the color red was used to promote the perfume. The color red is commonly considered a "bright, warm color that evokes strong emotions (Cherry, 2018c)". Similarly, Beyonce is a singer who evokes strong emotions in her videos, music, and overall presence. Therefore, the advertisement uses the color red to its advantage; the red in the title of the perfume, the bottle, and Beyonce's dress all express intensity, passion, and energy. (Cherry, 2018c)  These emotions are exactly what Beyonce's brand wanted her audience to feel when they view the advertisement, which makes the use of the color red an excellent choice.

2. Dolce & Gabbana 

This foundation advertisment from Dolce and Gabbana uses white undertones and highlights to express a fresh, classic, and clean feel for their new foundation. Foundation is used to cover blemishes and an uneven skin tone, which could be part of the reason why the brand used the color as the advertisement's undertone and highlight over the black background. This undertone and highlight captures the audience's attention and provides a calm, luxurious feeling. Moreover, the color white can be associated with youth or modernity (Cherry, 2018d). In addition, the color white symbolizes a "blank slate, a new beginning or a fresh start (Cherry, 2018d)". Again, this symbolism makes is perfect for the product. A woman must use foundation to give her face a fresh start before she applies additional makeup to finalize her look. Thus, white was another excellent choice for Dolce and Gabbana to use to promote their new product.

3. Proactive

Proactive takes on a different target market than Beyonce or Dolce and Gabbana. Proactive is a brand that is targeted towards a teenage audience who are self-conscious about their skin and appearance. Thus, Proactive uses the color green as this advertisment's main font color. The color green represents "tranquility, good luck, health (Cherry, 2018b)". Which is feeling a teenager needs when they are worrying about a various issues that are happening in their lives, not only their skin. Moreover, this shade of green is friendly, inviting, and isn't necessarily exclusive to a male or female. This color helps Proactiv market to teenagers of all genders and helps them feel relaxed and calm when they ask their parents to puchase the skin care set for them.

4. Garnier

 To follow the tranquil and calm emotion that Proactiv wants its audience to feel, Garnier wants their audience to feel the same. This ad uses two different shades of green to as the color of the text with a touch of blue behind the head of the face model. Again, green is a color that expresses calmness but it also can express a feeling of hopefulness and optimism (Cherry, 2018b). Having the words "clean skin" and "better skin" in green, adds a feeling of hopefulness and ultimately trust in the subconcious of the audience to try the brand. The overall look of this ad is calming and refreshing. Again, it provides its audience with the hope that the product will be calming and refreshing on their skin, which is exact message that Garnier wants to give to their audience. 

 

5. Jergens

Last but certainly not least, Jergens uses warm brown undertones in their skin care ad. Brown is a color that evokes a sense of strength and reliability (Cherry, 2017a). In addition, brown represents warmth, comfort, and security (Cherry, 2017a). Therefore, Jergens wanted their audience to feel the warm, strength, and stability that their lotion will provide to their audience's skin. The correlation between the color and the product is very strong and it is much appreciated as it accurately represents the product. In addition, the white text attracts the eye and promotes an alert feeling that contrasts with the mood from the brown color. Overall, this was another meaningful ad that uses color to its advantage.

 

 

 

 

 

References
Cherry, K. (2017a, December 05). What's Your Psychological Reaction to the Color Brown? Retrieved from https://www.verywellmind.com/the-color-psychology-of-brown-2795816  

 Cherry, K. (2018b, January 15). How Does the Color Green Impact Mood and Behavior? Retrieved from https://www.verywellmind.com/color-psychology-green-2795817 

 Cherry, K. (2018c, January 6). Color Psychology: What Does Red Mean? Retrieved from https://www.verywellmind.com/the-color-psychology-of-red-2795821

 Cherry, K. (2018d, June 15). The Color Psychology of White. Retrieved from https://www.verywellmind.com/color-psychology-white-2795822

Gross, R. (2018, August 16). Color meaning and symbolism: How to use the power of color in your branding – Learn. Retrieved from https://www.canva.com/learn/color-meanings-symbolism/

Verbal & Text Based Ads - Do They Share a Mood?

A brand's "voice" is a very important and key factor to whether or not a brand will be able to gain and maintain a relationship with their customers and if that relationship can be converted into brand loyalty. In addition, a brand's "voice" can be defined as "the ability to engage in meaningful conversation, and to make a difference or impact upon key decisions. Voice centers upon inclusive conversations that are grounded in mutuality, understanding, and accessibility ("The Truth of the Importance of Voice", 2017). 

Thus, with this definition, it can be understood that a brand's voice speaks directly to its customers and allows the customer to make a key decision (for company this decisions impacts the customer's opinion on whether or not to buy). 

In many cases, a brand's voice is conveyed through advertisements in magazines, on websites, or on television. This blog entry will dive into a few brand's that convey their brand's voice well through text-based ads without relying solely on an image. 

1. Olay 

Although this ad from Olay has an image of a model, the text alone relates to the customer. Like NIVEA, Olay's target market is Generation X and women in this generation are currently experiencing the signs of aging on their faces and they might feel as if they are getting old and new items and products are not being marketed towards them. Olay recognizes this and reassures this marketing with, "Younger eyes never go out of fashion". Which shows the customer that Olay understands and shares the frustrations of aging and wants the customer to know that the brand can help with the process in a modern and "fashionable" way.


2. Clean & Clear 


 Unlike NIVEA and Olay, Clean & Clear's target market are the younger female millennials (between the ages of 13-20), who are in the prime of of teenage years and want the clear beautiful skin that they see all over TV and on social media. Clean & Clear taps into a teenage girl's mind and emotions by mentioning not being a "morning person" and understanding that many girls want their acne (and probably overall life) under control. These two lines of words provides the brand's target market with a feeling of reassurance that the brand understands their mindset and wants to help. The easy and quick language is also great for teens who don't like to spend a lot of time reading. This ad gets the brand's message across quickly and efficiently.

3. Revlon
In similar fashion to Olay, Revlon ads two images to their ad. However, the lower case phrase "get cheeky", speaks for itself. This ad is targeted towards older millennial women (between the ages of 22-30) who are passed their teenage years but still want to feel fun and flirty as they enter womanhood. Again, this phrase is fun, youthful, and works well with the name of the item "Pinch Me". This partnership with the item and the phrase speaks to the target market in a fun way which makes a customer in the target market eager to go to the store and buy.

 4. Lancome
As one of the more luxurious brands, Lancome, exudes high class and the brand name pretty much speaks for itself. Thus, the voice Lancome must give to its target market (ever changing and evolving, but is now more towards Generation X females) a voice conveys trustworthiness and honesty. Therefore, Lancome released an ad with a quote from a celebrity that has been modeled by the media as real and authentic. Moreover, the celebrity quote from Lupita Nyong'o expresses Lancome's promise to its customers to continue to have a "unique vision" and that the brand believes that women should be free to be "themselves". This tone resonates well with the brand's target audience, which makes this ad very effective.

5. Juicy Couture 
Juicy Couture was once a brand of luxury, but fell off for the radar for a few years due to a decline in popularity. Yet, this ad might bring Juicy Couture back to the market. The commanding and "in your face" "I am Juicy Couture" provides its millennial audience (females between the ages of 16-25) with a voice of confidence and femininity. Besides the picture of the model, the words underneath the first sentence enlighten a girl's mind with the feeling that she can be a "rebel" and be whoever she wants to be because she is a "juicy girl". This bold and fearless language is what girls are looking for in this day and age, and Juicy Couture is giving its audience what it wants. Similar to Lancome's ad, Juicy Couture's ad resonates well with its audience and is very effective.




References

The truth about the importance of voice – Euphony – Medium. (2017, February 22). Retrieved from https://medium.com/@EuphonyInc/the-truth-about-the-importance-of-voice-5f6b3dd5a97d

Skin Care vs Skin Care: The Best Advertisements

NIVEA is a German personal care brand that specializes in body and skin care. After being a successful worldwide-known brand name for over 100 years, it is time for a new creative direction.
After reviewing five successful ads from similar skincare brands like NIVEA, it is hoped that NIVEA can utilize the winnings of their competitors and develop a new creative marketing plan to build brand loyalty.

1. Aveeno

This advertisement from Aveeno uses well-known celebrity Jennifer Aniston as the company's spokesperson. Aniston is memorable, relatable, and a great person to market a brand of skin care to the Generation X - late Baby Boomer audience who remember her from her Friends days. In addition, Aniston's face looks clear and youthful; leaving her headshot the focal point of the ad with a small picture of the product in the right-hand side of the image. Finally, the wording, "For Positively Radiant Skin, two is better than one", is inviting and allows the brand to become top of mind in the consumer's mind.


2.  Garnier

 

This advertisement features Indian actress Priyanka Chopra, her flawless face on the ad helps Garnier attract women of various nationalities to the brand. Also, the wording "Break dark spots for a flawless glow" and Garnier's slogan "Take Care", play off of each other and express that the brand genuinely cares about their consumer's skin and wants to help the consumer "take care" of themselves. This wording helps the brand's likeability factor and the calming colors of green and yellow make the advertisement easy on the eyes.

3.  Clinique

Clinique is one of the first skincare brands that have not used a celebrity spokesperson in the majority of their advertisements. Using the phrase "Kill them with Kindness" helps the brand connect the Golden Rule (treating others how you want to be treated) and self-love/self-care together. This advertisement provides consumers with the notion that Clinique treats them with kindness by using the best ingredients in their products for the skin and that the consumer is treating themselves with kindness by using the product. Again, the soft colors of blue and seafoam green are calming and relaxing to the eye. These brands know how to pick the best colors!


4. Dove

With wording that is short and sweet, Dove promotes diversity and notes that not all American women resemble the models in magazines or on TV. Dove understands that all women, no matter the shape or size, desire soft, beautiful skin and they want to provide that luxury to every woman!


5. Cetaphil

Cetaphil might be a brand that is more for medicinal uses than cosmetic. But, the brand does promote that it is recommended by professional dermatologists and that its products can be used everywhere. Using wording that says  "recommended from professionals" pushes the idea that the brand is the best for one's skin and that it is similar to getting a prescription from the doctor. In addition, using an African-American model attracts women from different nationalities and invites them to try the brand for the first time or revisit it after a long time away.