Somewhere Over The Rainbow:

Advertising’s Pot Of GoldBy Alissa Kolanko

Introduction

Since the days of word-of-mouth and message boards, advertisements have

managed to sneak their way into the minds of their audiences, often without them even

noticing. We, as a consumer society, have grown accustomed to seeing thousands of

advertisements every day, whether it be the logo on a pencil, a thirty-second television

commercial, or a giant billboard that zooms by as we cruise down the road. They reach

ones thoughts by flashing images that leave lasting impressions. These images pile up

in our memories and help to formulate opinions on later topics. By the use of specific

strategies to get a point across, advertising can be a highly successful way to promote

products and services. However, there is more to these ads than what meets the eye.

The main purpose of advertising is to speak to the consumers’ material mind and

engage them into trusting the brand or product. The ad must quickly convince the

potential buyer that it is necessary for them to have this product in order for them to feel

fulfilled and happy with themselves. It needs to comfort or excite consumers while

convincing them to commit to the brand. A brand’s logo is a way for the company to

summarize their name and product, while making it easy for the consumer to recognize

and remember them. In order to achieve these goals, companies spend significant

amounts of money on research, attempting to find new and creative ways to reach not

only the buyer’s conscious mind, but their subconscious. The easiest way to reach

ones’ subconscious is through the eyes. The images we are continuously taking in have

the biggest impact on our emotional states, and research has shown the colors of those

images make all the difference.

First Impressions

Our minds have the potential to remember everything we have ever experienced,

read, heard, and seen. Unfortunately, our ability to willfully recall these memories can

be more or less hopeless, but the fact is, the information is in there somewhere. Without

realizing, we retain all the information we are given and use it to judge and understand

new experiences. Our subconscious is able to influence our emotions and judgements

by recollecting this information and applying it to our reactions for any given moment. By

toying with our memories, dreams, and self-esteems, advertisers have found ways to

leave imprints in our subconscious minds. Many consumers will claim to be hardly

influenced by advertisements, if at all, because they rarely think about them later, but

what they fail to realize is they are thinking about what they have seen long after they

have physically laid eyes on it. In reality, every little symbol that flashes on a screen or

flips by on a page is tucked away and stored in our memories. Although we may not

effortlessly recall that image on a regular basis, our brains have the capability of storing

useless information for long periods of time (Eiseman). By simply displaying a logo on a

screen for a few short seconds, the audience is left with certain data that is

automatically stored in our minds without giving them any real thought. Our brain has

already decided how it feels about these images less than 30 seconds after we’ve seen

them, even though we may not have taken the time to actually think through the

intentions or meaning. (Morton). The way we initially absorb and react to these ads will

determine our opinion of and loyalty to the product. This ultimately means that one

wrong design choice and the first impression is ruined, causing the buyer to overlook

and disregard the product.

There is both an art and a science to the world of advertising. Trillions of dollars

are spent by companies every year on creating new television commercials and

magazine ads in order to compete with similar brands. There are several reasons for a

company to advertise; attract attention, gain brand loyalty, enhance product judgement,

attach personalities to brands, and many more (Shimp, 23). An advertise designer is

responsible for developing a way to set a brand apart from others and gain an

audiences attention. They must explain the significance of the product or service while

inspiring desired emotions (Gorn). Ads will “make or break” a company. Numerous

products, and even companies, have failed due to single ads that left a negative

impression on consumers which, in turn, ruined their chance to gain the buyers loyalty.

On the other hand, some companies have done so well with their advertisements that

their buyers will return to that product repeatedly for years to come. Brand loyalty is a

major concern for companies to gain from their audiences. The way they see it, getting

consumers to try their product is only half the battle; the ultimate goal is to get their

buyers to return for more. In order to reach this goal, a company must promote their

product in such a way that will appeal and interest their audience while encouraging

them to trust the brand over any competitors. The first step is turning a ‘browser’ into a

‘buyer’.

The advertising industry has provided thousands of careers to people worldwide.

People have spent their professional lives observing consumer behaviors and applying

their research to marketing campaigns seen all over the world, inventing and designing

new ways to reach their target audiences. Researchers in the industry have discovered

that color is the single most important aspect of an ad. Because color is so influential

when it comes to our emotions, it is important for both advertisers and consumers to

understand the psychology behind each one. After realizing the physical affect that

certain colors have on our opinions, we can better grasp the intent and meaning of the

ads that are continuously streaming through our minds.

Painting the StreetsIn order to form emotional bonds with their audiences, companies discovered

ways to embed their brand in our minds before we even learned to speak. They needed

to know what causes the initial reaction, as well as how to effectively influence it. After

decades of researching, surveying, and a lot of trial and error, the advertising industry

has figured out the fastest, most powerful tool: Color.

Infants minds are stimulated by bright colors and respond particularly well to vivid

reds, blues, and yellows. By adolescence, we have already formed strong connections

with these colors and their meanings. Our childhood memories account for much of our

emotional relationships with each color we come across (Eiseman, 13). We unmindfully

associate our feelings towards these colors and determine whether the image is positive

or negative. Companies must target consumers at a young age to create brand

recognition and loyalty, which will ultimately result in a greater revenue down the road.

Research has shown that children are now able to recognize environmental logos by as

early as three years old. Toys, road signs, movies, television shows, food products, and

store logos are all considered environmental print. Children are usually familiar with

these images and capable of identifying the meaning of most popular logos before they

can actually read (Horner, 116). This explains why children all over the country can

point out the large golden arches on a McDonald’s sign, the bold red Coca-Cola symbol

in a magazine, or NBC’s rainbow peacock logo and understand what they stand for.

People have become accustomed to seeing multiple colors almost everywhere.

We are able to find vast varieties of colors everywhere we look. Even some

newspapers have moved away from the monochromatic grays and blacks and started

using color images in order to better grab readers’ attention. Research has proven that

consumers tend to respond better to the product after being exposed to a color ad,

rather than one in black and white. 43% of ads that are seen by these consumers have

a greater chance of being read and acknowledged if they are in color, verses similar ads

in black and white (Meyers-Levy). This indicates that colors chosen to represent a

brand play a very important role in the audience’s attitude.

“Using color boldly and wisely can grab consumers’ attention and boost a

company’s reputation,” said Leatrice Eiseman, ‘America’s color guru’. Eiseman,

founder of the Eiseman Center for Color Information and Training, has carefully studied

the affects of color on the consumer mind and has written several books on her findings.

In her book, Color: Messages and Meanings, A Patrone Color Resource, Eiseman looks

deep into the inner workings of the consumer’s mind and explains the relationship

between emotions and color. Colors have been proven to strongly influence emotions

in multiple ways. “Color is often the one thing that will pull people in a particular

direction,” said Eiseman. The colors of an image will reach into the viewers memories

and generate emotions based on what feelings they normally associate with those

colors. Colors can give the audience an idea of the product’s purpose and encourage

them to take interest in the brand.

Studies from the Institute of Color Research have shown that color has such a

stimulating effect on our minds, that over 62% of our feelings towards an image are

based solely on its colors alone. The chosen colors can account for up to 85% of the

reason people decide to actually make a purchase (Morton). Advertisements often

attempt to reel you into buying the product by using expressive colors, hoping to catch

your eye and emotionally hook you.

Choosing the wrong colors can cause a product, and even an entire business, to

lose profit and possibly fail. In 1990, Nabisco quickly realized the reason behind their

Honeycomb Graham Snacks slow sales was due to the dull blue chosen for the color of

the box. They made the decision to change the color to a bright yellow which made their

sales increase dramatically (Gorn).

Hot and ColdResearchers have found temperature of

a color to be a major influence on initial

reactions. Temperature is the

difference between the warmness and coolness of a color and evokes certain physical

and emotional reactions (Kaya). Warmer colors, such as red and orange, are known to

increase heart rate and blood pressure, while cool colors, like green and blue, relieve

tension and relax muscles. Warm colors are high in saturation and often used to create

an exciting, vibrant atmosphere. Cooler colors have a low saturation and generate more

serene and calming feelings. Studies done to determine these findings have shown that

low saturated colors reduce anger and hostility. Higher levels of saturation, on the other

hand, tend encourage more aggressive behavioral responses (Valdez, 407).

Companies must keep in mind the emotions that certain color temperatures can stir up

before deciding upon a logo for their brand, otherwise they could be sending a

completely wrong message to their audience.

Colors can be presented in many different tones or values. Some darker shades

of colors suggest negative themes, producing feelings of anger, sadness, or disgust.

For example, the devil and death are usually associated with deep reds and blacks.

Dingy greens and yellows convey illness or grime. Studies have shown that lighter

shades are often connected with more positive subjects and generate feelings of

happiness (Kaya). Pastels, for example, can remind people of babies or springtime. A

viewer is likely to relate these feelings to earlier experiences and judge the image based

off of their prior understanding of what that color symbolizes. The contextual use of

different tones and hues of a color can immensely impact the way the viewer will

essentially feel about the over all image.

Food ColoringAs we stroll through the isles of a grocery store, we often fail to realize what is

really happening to our subconscious minds. While we are busy grabbing items off the

shelves and crossing them off our shopping lists, the cameras overhead are capturing

our every move. Grocery stores are filled to the top with all sorts of colors that influence

us in one way or another, whether it be through handed out flyers, logos on the

products, or the large signs that help navigate us through the different parts of the store.

Supermarkets rely heavily on color to silently convince shoppers to make larger

purchases. In many cases, the colors throughout the store vary depending on the

section’s contents. For example, warmer colors are used in the meat and dairy sections,

while cool colors are used near produce. The reds and oranges comfort the buyer and

persuade them to buy more products. Greens and yellows suggest fresh, natural fruits

and vegetables. The main objective behind using these colors is to encourage the

shopper’s impulse buying habits. Studies have shown that nearly 73% of decisions to

buy a product are made by impulse, or in a spur of a moment, while in the store

(Morton). Impulse buying later translates to higher revenue for the grocery store and the

brands they carry.

Grocery stores are not the only places that influence

consumers to purchase food products. The

restaurant and fast food industry have mastered the

technique of using colors to influence our thoughts of

eating. Many businesses in the food industry advertise with warm colors since they

have a positive affect on ones desire to consume food. Red and yellow have shown to

increase oxygen flow to the brain and produce comforting sensations. They also trigger

one’s appetite, encouraging them to want more food (Singh). Red is the most popular

color for restaurants, especially fast food chains, and is often used with yellow

somewhere in their logos. Yellow adds importance to the name or symbol and

generates excitement in the buyer’s emotions. Examples of restaurant logos containing

these colors are McDonalds, Arby’s, Wendy’s, Chick-Fil-A, and KFC. These logos are

known to capture consumers by playing off their responses to these specific colors.

On the other end of the spectrum, sometimes a restaurant logo tries to evoke a

more fresh, natural feeling. Some restaurants, such as Panera Bread, Cosi, Quizznos,

Saladworks, and Subway portray themselves to be a more healthy choice by using

cooler tones of green and yellow to promote their good and good-for-you foods.

Although blue is

also a cool color, it is not

recommended to

promote most food products.

Colors such as blue, black, and

purple are known to negatively curb appetites. In fact, eating off of a blue plate has

been said to alter an appetite so drastically that one is likely to end up eating less than

what they normally would have (Morton). Centuries ago, blue and purple foods were

assumed to be poisonous and were almost always avoided. Blue is a color rarely found

outdoors, and is hardly ever seen in foods. In most cases, companies in the food

industry refrain from using blues and purples in their logo designs for these reasons.

Combining ColorsVincent van Gogh once said, “There is no blue without yellow and without

orange.” Van Gogh was able to understand the relationships that colors have, not only

with us, but each other. Certain colors compliment each other in ways that make them

appear more vibrant, drawing more attention and having a greater impact on a viewer.

For example the colors blue and orange are complete opposites, but the contradiction

between the two placed next to one another causes them to seem much brighter and

more attractive than when standing alone. Red and green are also complementary to

one another, as are yellow and purple. Using opposite colors next to each other can

heighten their appearance and transform the viewers appreciation of the image.

Advertise designers use the color wheel when matching certain colors together to

create the most appealing images possible. The chart below shows our basic

understanding of color relationships.

Pairing black with a bright color is another great way to get the reader’s attention.

One of three things can happen when placing black next to a color: (1.) the black will

stand out against the opposing color, (2.) the color will pop and seem brighter next to

the black, or (3.) the black will dull the entire image. Signs with yellow backgrounds and

black lettering is proven to be one of the most effective ways to grab attention (Morton).

Tests conducted by the Pantone Institute of Color have reported that using black text on

yellow together results in better alertness and memory retention over any other color

combination (Eiseman).

Logos are displayed in all different colors so that they are able to compete with

other companies and stimulate our minds into feeling a particular way about their brand.

Not only do logos have to compete with rival logos in grabbing our attention, they are

automatically faced with the challenge of standing out against all the other information

our eyes are constantly taking in and processing.

Red

The color red was once believed to contain magical powers and protect against

evil energies. For many cultures, red is used in wedding ceremonies to bless the bride

and groom with good fortune and fertility. Red clothing was at one time expensive and

hard to come by, symbolizing prosperity for anyone who was able to afford it. Wealthy

members of society often wore the color to show off their social class and assert their

authority (Morton).

Red is associated with passion and energy. It promotes feelings of ambition,

richness, and power. One of the most popular, bold color choices, red often coincides

with feelings of love, lust, and richness. Red is also a warm color, offering comforting

sensations. However, red can also represent death, danger, or evilness. It can be

alarming and possibly even intimidating. Red can also depict strength and

determination. Large service companies, such as Comcast or Verizon, often choose

red to ensure their dependability. Many car ads display red cars to symbolize

confidence and boldness. Coca-Cola has identified themselves with red since the

1950‘s and have generated trillions of dollars in profit because of their logo alone. Many

companies, like Coca-Cola, use red when insisting importance in their brand.

Pink

Pink is carefree. It relaxes muscles and calms nerves. Pink is often associated

with children and teens, especially females, because of its’ whimsical and fun attributes.

It is one of the only colors that can used to specifically target women. Breast cancer

awareness organizations have adopted the color for these reasons. Pink is a popular

color to use when selling dolls or stuffed animals. Mattel, the creators of Barbie, own

the rights to the “Barbie pink,” and have used the color in their logo for decades.

Mattel’s application of pink has worked perfectly to attract their target audiences.

Although it can be seen as an immature color, the cell phone company T-mobile

has found a way to use pink to promote youth and carefree living. They attempt to

convince their buyers that a cell phone plan should not be such serious and stressful

concept. Victoria’s Secret decided on pink to display their romantic, flirty, feminine

characteristics and draw women to their store. They even created a new brand within

their company called Pink for younger women.

OrangeOrange is a fierce, vivid color. It is a balance between intense red and cheery

yellow. The color orange is very invigorating, providing amusement and energy to

almost any image. It has been known to relieve tension, promote optimism, and improve

self-esteem. Orange can also have a negative effect on ones emotions since it can be

unsettling or obnoxious if used incorrectly.

In the advertising industry, orange used to mean affordable or cheap. It was not

until companies such as Cingular and Vonage began using the color to generate

excitement and innovation within their brands. Geek Squad, a technology repair and

troubleshooting company, is known for their bright orange logo. Their color choices

were made from the idea that they are an energetic and positive.

Yellow

The color yellow is bright; we respond to it before any other color. Many children

grow up understanding that a school bus is yellow and use “school-bus yellow” to

describe a color. Caution tape, road signs, and life jackets require your attention. The

initial reason behind school buses and caution signals being yellow is the fact that our

eyes are able to recognize to it more quickly than most other colors, preventing

accidents. Yellow, like red and orange, is known to influence feelings of excitement and

optimism, as well as caution or awareness.

In advertising, bright yellow is often used to promote leisure and cheerfulness.

Yellow boosts concentration and helps one to focus. It can also highlight important

information and grab attention. Weichert Realtors and Best Buy use black text on a

yellow background to make their signs easy to read from a further distance and stand

out against competitors.

Many logos contain the color yellow to emphasize the brand. However, yellow is

rarely ever use as the main color for fear of disturbing viewers and overwhelming their

senses. In most cases, yellow would be used as an accent color and help other colors

stand out. Advertisers tend stay away from yellow when focusing on adults because it

seems unsophisticated and juvenile. For example, a company that targets male adults

may want to use yellow to spark excitement in their buyers, but would find it to be

inappropriate since men are usually less likely to respond well to yellow as may offer a

sense of instability and immaturity.

GreenGreen represents life, growth, and renewal. It is the color of nature and

wilderness. Green has been known to relax our minds and soothe negative emotions.

Many cultures believe green brings good luck. It is also used to symbolize progress;

traffic signals all over the world use green for ‘go’. Advertisers use green to promote a

number of different reactions to a brand. Motivation, inspiration, and peacefulness are

just some of the positive emotions associated with the color green. On the other hand,

green can also represent illness or disease.

Depending on the context in which the color is used, green can a forceful

component to a logo. Service stations that provide gasoline such as Hess and BP have

green logos to symbolize their natural resources and energy. John Deere, a well known

manufacturer of farming equipment, uses mostly green in their logo to represent nature

and rural atmospheres.

BlueThe color blue is associated with water and sky, providing a sensation of

openness and clarity. Blue helps with focus and encourages concentration. It is pleasing

to the eye and calms nerves. Blue is also connected with technology, inspiring

innovation and creativity. It is commonly used in logos to establish respect and

dependability, as well as display their modernization. Many different corporations have

chosen blue to represent them for many of the same reasons. Credit card company

logos such as Visa and American Express must assert their trustworthiness and stability

in order to attract customers. Ford Motors also has a blue logo to assure their buyers

that they are reliable and well-balanced. Bottled water companies, such as Aquafina,

have chosen blue for its connection with natural water and refreshing attributes.

PurplePurple shares similar characteristics of both red and blue. It is hardly ever seen

in the natural world and is frequently linked with magic and spiritual beliefs. It represents

honor and dignity, as well as creativity and imagination. People in early civilizations

rarely came across purple. The dye was at one time so hard to find that wealthy

emperors and kings would pay generous amounts of money for their robes and sashes,

establishing purple as the color of royalty and luxury.

Purple is not a commonly used color in logo designs. Hallmark is one of the few

companies to truly embrace the color and use it to enhance their thoughtful and unique

products. FedEx has also used purple as their signature color, although it is usually

paired with other colors such as orange, green, or blue. Their logo suggests

functionality and high class.

BrownBrown is the color of the ground, dirt, and earth. It represents familiarity and

contentment and can help to make people feel comfortable in their surroundings. Often

times brown is associated with feelings of coziness or peace. In other cases, it is linked

to grunge or decay and can make people feel disgusted.

Brown images may represent responsibility and loyalty. UPS associates their

brown logo with the idea that they deliver packages with urgency and care, while

asserting their stability as a company. Hershey’s chocolates play off the physical

product and relate their image to their candy bar. Their chocolate brown supports

comforting emotions and a feel-good nature.

BlackBlack is the absence of all color. Its dark features suggest mystery and

uncertainty. Black can also be authoritative and demanding of attention. It is related to

feelings of death and decay, as well as authority and protection. It is seen as a

professional, dominating color. Plain black logos are almost always paired with white or

gray to show contrast and promote legibility and are hardly ever used due to lack of

emotional attachment.

WhiteIn many cultures, the color white represents freedom or independence. White

wedding gowns are often worn to symbolize the brides’ purity and innocence. It is the

color of cleanliness and clarity. On the other hand, white can cause feelings of

emptiness and separation. White is pure light, while black is the complete absence of

light. Black and white is often paired with black to signify differences such as good and

evil or day and night.

In advertising, white serves multiple functions. It is often used as a background

color to promote a sense of uncluttered and open ideas. A white background can also

make the content of an ad seem more distinguished. Being that they are opposite, black

on white is commonly used when a lot of text is involved, making it easier for the reader

to understand the information. However, using black and white is not recommended to

ensure memory retention.

Gray

Gray is the equal combination of black and white, but is also considered a light

shade of black. It can provide feelings of self-dependance and professionalism.

However, gray is commonly referred to as a depressing color, resembling the

dreariness of a cloudy day. Gray is often associated with uncertainty or loneliness.

Advertise designers use gray to promote sharp, sleek products. Like black and white,

gray is usually used as an accent color for many logos, but rarely ever stands alone.

Colors can generate a vast multitude of emotions. It is vital that designers take

into account the negative and positive effects each color can have on a person’s

emotions. If used inappropriately, one color can completely change consumers entire

opinion of a brand and potentially ruin its reputation all together. Once the audience

feels a particular way, it can be nearly impossible to change their minds because they

have already formed their opinion and moved on.

Being that color the most

influential factor in regards to

our sense of sight and our

judgement of the images

surrounding us, it is

important that we be aware

of the effect that they can

have on our emotions and opinions. By simply understanding the way our minds

interact with color, we are able to better apply that knowledge to our every day

experiences and realize why we feel the way we do when presented with different ads.

Colors will continue to tempt, delight, anger, excite, and upset us for as long as we can

see them, so grasping the concept of colors and emotions might be worthwhile.

Colors Positive Impressions Negative Impressions

Black powerful, authoritative, bold, serious, dramatic death, dark, mysterious, evil, dangerous, malicious

Brown solid, natural, earthy, rich dirty, unimportant, boring

Red royalty, rich, sex, passion, aggressive blood, pain, hatred, anger, danger

Pink youthful, playful, feminine, gentle, innocent immaturity,

Orange exciting, cheerful, energized, endurance, attention grabbing

immaturity, disturbing, upsetting

Yellow cheerful, happy, caution, intensity alarming, instability,

Green health, natural, fertility, freedom, freshness, healing, wealth

jealousy, evil,

Blue security, calm, faithful, dependance, dignity, relaxing

depression, coldness,

Purple royalty, luxury, wealth, spirituality, inspiring fake, manufactured,

White purity, elegance, refreshing, clean emptiness,

Gray traditional, conservative, earnestness, practicality gloom, depression, uncertainty

Demonstrations of

Findings

Hotwired CaféFor my first image, I decided to create a logo for an internet café. I wanted to

design an image using one single color as apposed to combining multiple colors. After

creating the logo I realized there needed to be some sort of contrast, so adding small

amounts of black helped to define and accentuate the color I had chosen.

Being that it is such an effective and popular color in the food industry, I chose a

deep shade of red. The deep red creates a dramatic appearance in comparison to the

usual vibrant reds found in most food logos. When deciding upon the color I thought of

the warmth associated with coffee, as well as the attractiveness of the color itself. An

obvious color that would be suitable for this type of logo would be brown, but I wanted to

have my logo stand out from most other coffee shops. This deep red can be connected

with the energy and liveliness one might experience while in the café. Red could also be

inspiring and help concentration, especially for customers who would be surfing the web

or working.

The emotional effects of this logo would be comforting, amusing, and thought

provoking. It may even have a positive effect on ones appetite and cause them to want

to spend time eating and relaxing inside the café.

Hopscotch DaycareMy second logo is for Hopscotch Daycare. For this design, I wanted to combine

two opposing colors to show how the contradiction between the two can help to

illuminate each other and grab attention. I wanted to use yellow because of how difficult

it can be to base an entire image around, being that it is usually either too blinding or

too pale to use in many cases. I decided to choose an orange-based yellow and pair it

with a dark blue, since orange and blue are complimentary colors. I decided against

orange because I did not want the image to come off as abrasive or annoying.

Yellow is very stimulating for a child, so including it in a daycare logo might

attract children and seem inviting. The use of yellow in this particular instance highlights

the main information and acts as an attention-grabber. The navy blue suggests

professionalism and commitment which would be appealing to parents. The balance of

playfulness and seriousness offers the desirable effect that a daycare would want to be

known for.

The WearhouseMy third logo is promoting a clothing store called The Wearhouse. The goal in

this design was to use only black, white, and gray. Although the viewer would most

likely be drawn to the blackness, they would focus most of then attention on the gray

since it presents contrast.

This logo would be either a hit or miss; customers may be drawn to the simplicity

and sophistication of such colors or become bored and lose interest before ever

stepping inside the store. Most of the logo is black to support modern fashion and

independence, but there is a chance that it would not appeal to younger generations for

the sheer fact that it is missing so much color.

Fresh SpotMy fourth design is for a grocery store named FreshSpot. Once again I used two

complimentary colors, green and red, to make each one truly stand out. I also chose

these colors because of their influential value.

Green suggests natural garden-fresh products, while red ignites ones impulse to

eat and shop. I also wanted to demonstrate different shades of colors. The vivid green

next to the murky green shows a range of hues that work together. The bright red cherry

may be appetizing, but it could also encourage shopping since red corresponds with

wealth and desire. Viewers would probably respond well to this logo because it depicts

the typical supermarket appearance.

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All images are from google.com