Choose a popular brand, and one advertising example from that brand, and
discuss how the brand colours have been used according to the following:
Use Colour to Convey Information
The copper top, which ends up being an orange / yellow hue on most of the packaging, tells the consumer that the product is powerful, energetic, long-lasting and creates a feeling of positivity. The black represent sophistication, hight quality and assurance. I also believe that the use of the copper top on the black creates a positive versus negative visual, just like a battery has a positive and a negative charge.
Use Colour to Attract and Hold Attention
There is a high contrast when it comes to the battery and the packaging. The battery has a “copper top” and the rest of the battery is black with “Duracell” written in white against the black, making the logo type very easy to read. I find the use of these colours stand out, but are still simple and uncomplicated. The packaging uses the brighter hues to appear almost like a rising sun. Even though some of the packaging uses other colours, they keep black and the order of how the colours appear on the packaging; black on the top and the
Use Colour to Position According to Context / Competitionhttps://2ecffd01e1ab3e9383f0-07db7b9624bbdf022e3b5395236d5cf8.ssl.cf4.rackcdn.com/Product-800×800/6bf61251-7bc2-493a-bc95-a6dccb911f93.jpg
Duracell uses Black and orange/yellow for their packaging, along with white for the logo. The battery is usually always visible when it comes to the packaging, so that consumers see the iconic “copper top”. No other battery has the black and copper combination, allowing Duracell to stand out. Most people see this battery and know what brand it is, where as other batteries, which may be one solid colour like blue or silver, tend to all look the same.
I used Energizer Battery, another very popular brand of batteries, for comparison. Although the packaging is similar, the batteries themselves are very different. Both packaging uses see through plastic to showcase the difference between the use of colour for both.
Use Color to Assist in Mnemonic Value
As I mentioned earlier, Duracell uses a copper hued top that has a high contrast against a black body. The “copper top” is widely known as the Duracell battery by many people, as there are no other batteries with this colour combination. As well, the copper top is placed where the positive of a battery charge is located and the black is located where the negative charge of battery is located. This helps the consumer easily remember which way to place a battery.
Use of Color According to the Whole Composition
I feel like Duracell intentionally uses very few colours in order to keep the entire look of their battery and packaging simple, clean, and sophisticated. If they do use another colour, such as blue, it is very minimal and doesn’t take away from the signature orange/yellow and black. It is very recognizable and although it may not stand out visually as much as other flashier brands, it uses basic colours that people have come to recognize for a very long time.
Advertising Example: Duracell “Trust your Power” Commercial
Duracell often shows the importance and reliability of their batteries, where it really matters. In this commercial, Seattle Seahawk Derrick Coleman talks about how he never gave up, even though he is deaf. Duracell is the battery which allows his hearing aids to function and we see in this commercial how important a battery can be in helping someone achieve the seemingly impossible.
Use of Colour ( Composition is dominated by one single hue)
For this composition I created an abstract flower with an abstract, one-dimensional looking sunset. The pink stripes are representing the pinkish hue the sky can get when the sun is setting.
There are three main hues in this composition – Pink, yellow and green. I wanted pink to be the dominant colour in this composition, without being the only hue being used. I added a tint to the yellow, making it pastel, allowing the highly saturated pink to come forward. The pastel yellow worked really well as the background. The green although bright, had a bit more yellow added and the saturation decreased, so that it doesn’t compete with the pink.
The dominant hue is the pink, while the pastel yellow is the subordinate hue and the green is the highlight hue.
Strength of Hue
This is a photo of some cupcakes that we had as part of a catered graduation tea celebration where I work.
There are a variety of different hues in this composition – red, pastel pink, pastel blue and cream-white.
I believe that the strongest, most vibrant colour is the red cupcakes, although the blue cupcakes do stand out amongst the cream hues as well. However, the deep saturated hue of the red cupcakes stands out. You notice the pastel pink hue, but because these have much more of a tint than the red cupcakes, they tend to recede. The strength of the red hue is the most dominant.
I think for this composition the dominant hue is the red, while the subordinate hue is the cream and highlight hues could be either or both the pastel blue and the pastel pink.
Sharpness of Hue
I took a picture of a set of coloured pens that I have to show the sharpness of hue.
The pale blue pen is placed in the foreground and naturally draws the viewers eyes towards this item first. I believe because of the camera angle, your eye goes straight to the pale blue pen, although it may not be the most dominant coloured pen in the set. You see the entire lid of the pen, allowing you to take in all of the hue, while you only get to see half of the other lids, that recede as the perspective makes the other pens blur and appear smaller
For this composition, I think that the pale blue pen, because it is in the foreground is the dominant hue, while the brown hue is the subordinate hue and the accent hue is a combination of the orange and red pens.
Contrast of Hue
For this composition, I created an abstract moon, broken up into various sized circles.
To create a contrast between hues, I used red-violet and violet for the abstract moon and a yellow-green hue for the background. The high saturation of the abstract moon and absence of having many other colours involved really allows for a strong contrast against the yellow-green. I added a tint to the background hue, so that it would recede to the back and wouldn’t compete with the deep, rich violet hues.
The red violet is the dominant hue, the yellow-green is the subordinate hue because it is the background colour, while the violet is the accent hue.
Perceived Colour Usage (Intervals of Same Hue)
I created a mosaic-like composition using individual squares, in order to show the intervals of the same hue.
I decided to show the even intervals of value for this composition. The original hue that I began with is the top, left square. It is a highly saturated deep blue-green with a lot of shade. In order to create even intervals using this hue, I increased the brightness, running from right to left, kind of like a zig zag. Once I got to the brightest value, which is the third row down, far right, I began to decrease the value in order to go bad to get back to the original hue. I noticed that the columns running vertically on the left and right showed the intervals more unevenly.
I believe the dominant tint would the top and bottom rows because they are more saturated. The subordinate would be the second and fourth row and the accent would be the middle row would be the accent.
Find two (2) advertising or artistic examples either online, in a magazine of how
you feel color is used in a way that successfully communicates with the viewer
and describe how and why you feel this has been achieved
This is an advertisement for Faber-Castell Pencil Crayons, which are a high-quality, artist grade product. I believe this print advertisement to be successful because as the viewer, I easily understood the correlation between the pencil crayon and the fire truck. With this pencil crayon, an artist can create realistic drawings, but more importantly, the colour is true to the real image of the fire truck.
The advertisement wants to show the comparison, and does so very simply but effectively. Because the ground of the image is a soft, faded grey, it really allows for the red hue to stand out, creating a great contrast. The red hue is very vibrant, but the different shades cool it off a tad so it’s not too harsh. I think what this advertisement does as well, is it makes the viewer feel like they can create anything with these pencil crayons. I think this ad evokes creativity and inspiration.
This is an advertisement done for Playland a couple of years ago. On one side of the advertisement, the man is shown going down the hill of the rollercoaster, and on the other side, it shows the same man tied up in a dark basement. The background of the image is darker, using blacks, blues and dark greys, while the man is illuminated with light and is wearing brighter colours. I think the dark colours are supposed to represent the fear while the brighter colours and the light is supposed to represent the fun, excitement and suspense.
When I first saw this ad, it made me laugh, because of the comparison being used. It’s making light of and kind of making fun of some of our deepest fears, like being kidnapped and tied up in a dark basement. Going on a roller coaster is an adrenaline rush, but going at night is even more of a rush. I think this advertisement is supposed to evoke humour, while being a little provocative at the same time.
Find one (1) advertising or artistic example online or from a magazine of how you
feel color is used in a way that is not successful in communicating with the
viewer, and potentially creating an adverse response. Describe how and why you
feel this has been achieved in your chosen example
This is a McDonald’s advertisement, advertising the Mc Cafe line of products, which are coffee based products. This is a picture of a coffee bean, which looks like a burger, which is what I think they were going for. However, when I first saw this ad, I thought it looked like an old, dry, gross burger that had been sitting in the sun for days. It reminded me of those experiments that people have been doing with McDonald’s food products, where they take a burger and put it in a jar for a year. The darkest shade of brown in the middle of the bean makes it look like an old beef patty.
I do understand they wanted to create a comparison, so that viewers would find instant familiarity with the brand, but this just didn’t work out at all. The use of the colours don’t do this ad any favours either. The ad is very monochromatic, which the coffee bean and the background are using different shades and tints of brown. I think this advertisement evokes a feeling of disgust, and doesn’t make the viewer want to try the coffee products, let alone eat the one product that makes McDonald’s famous-their burgers.
I decided to use my cat, Leo for my illustration / graphic inspiration. I decided to break his facial features up into shapes. I thought this would be effective in showing how the different colour schemes convey different emotions and experiences to the viewer. Cats, and my cat is no exception have so many different personalities, here are just a few different emotions that I feel describe cats in general and my cat as well.
Monochromatic Colour Scheme
I decided to use beige as the base colour for the monochromatic scheme. This colour scheme is the closest and most natural colour scheme that represents what my cat actually looks like and the main reason why I went with this colour.
I wanted to give the viewer a more realistic, yet still abstract idea of what colour scheme my cat is and how laid back he can be. He doesn’t have a lot of fur, but he is soft and very warm.
The emotion that I chose to represent this scheme is ‘Relaxing’. This is a neutral colour and is often associated with relaxation and comfort. The different tints combined are soft on the eyes and inviting, even if my cat is a little weird-looking to strangers at first sight. The slight brown shade reminds me of nature.
The base beige colour that I achieved at the top of the swatch, I started off with more of an orange hue, but added black, increasing the shade very slightly and then decreased the saturation quite, and increased the brightness slightly. I added tints to the rest of the swatches, as I wanted to keep the hue fairly consistent while gradually allowing the hue to get lighter. However, I increased the percentage of yellow in the 3rd and 4th swatch down. I wanted to create enough contrast between the shapes in the face, without the colours bleeding together too much but still having somewhat of a subtle graduation between the values.
I wanted this graphic to have a mainly warm, neutral colour scheme, which is why most of the swatches had some yellow and orange hues added, albeit subtly.
Complimentary Colour Scheme
In this colour scheme, I used Violet and Yellow.
While cats can be very friendly, fun and loving, especially mine, they can be creepy sometimes. I will sometimes wake up to my cat just staring at me, without blinking. I’ve had cats in the past who did creepier things than that.
This is why I decided that both of these hues combined with the features of Leo’s face are quite ‘Haunting’. I wanted to give the viewers the experience of perhaps waking up in the middle of the night to find a cat sitting at the foot of the bed, just staring at them. The violet can represent the darkness of night and the yellow can represent the light of the moon or the street lights pouring in from outside the window.
To achieve the violet hues, I started off with blue and then increased the red and decreased the saturation slightly, while decreasing the value by increasing the shade slightly. So that it wasn’t too dark, I increased the brightness. I did add a tint to the second violet swatch down from the first.
For the yellow hues, I decided not to go with 100% yellow. While I wanted the bottom swatch to be the brightest and lightest, I wanted it to work with the two shades of violet. I found that adding a tint to the yellow worked really well with the second violet shade, to which I added a tint to as well. They both have an ever slight pastel-tone look to them.
The yellow is warmer and pops out next to the cooler, very deep violet hue.
I wanted to create some contrast between the yellows and create more dimension in the illustration itself, so I added some shade to the third yellow from the bottom. It has a very slight green hue to it. I also wanted to use this shade because I thought it would help describe visually the ominous, eery feeling that I’m trying to convey.
Analogous Colour Scheme
For this colour scheme, I chose Red-Orange, Orange and Yellow-Orange.
My cat is my personal heating pad. It doesn’t matter what time of year it is, he is always warm. He also loves to snuggle and is in constant demand of a physical connection somehow. He loves love, I think more than being fed.
I chose ‘Passion’ as the emotion for this graphic because of the physical and emotional warmth that my cat and other cats can produce. I chose these colours because the different shades and tints combined with the graphic give off a soft heat that welcomes the viewer. These shades and tints combined are also very energetic and I believe help to convey the feeling of passion.
In the first three swatches from the top, I added more red to create more of a red-orange. I played with the brightness and added a slight tint to create a slight variation from my original red-orange hue.
For the orange and yellow-orange hues, I increased the yellow and decreased the red slightly so that I could achieve more of a true orange hue. I did add a tint while decreasing the brightness. This caused the saturation to decrease in the swatch second from the bottom.
Triadic Colour Scheme
I decided to use subtractive primary colours, which are Cyan, Magenta and Yellow for this colour scheme
The emotion that I used to describe this graphic and colour scheme is ‘Eccentricity’. Cats, and my own is no exception, are weird, flamboyant and over the top in the things they do and in their personalities.
I wanted to try to give the viewer the experience of the many different facets of a cats personality and how unique they each are. All three hues are quite different from each other, which can be used to describe a cat. One minute they’re sleeping, the next minute they are trying to open the closet door, and the next minute they are attempting to climb you while you’re standing. They can go from zero to one hundred in a matter of seconds.
I feel these colours express the high energy along the conflicts and contrasts when a cat moves from one mood to another.
I used the traditional 100% cyan, magenta and yellow. However, I decided to add a tint to the cyan, so that it would help soften the harshness of the high saturation of the pure hues. I added a very slight shade to the yellow so that I could add a bit of an earthy, ever slight neutral feeling in contrast to the bright, animated, otherwise saturated image.
I felt like using the magenta and the tinted cyan to divide the face worked really well because while they are both cooler colours, the pastel effect softens the cyan, allowing the magenta to advance to the front, while the tinted cyan recedes.
Split Compliment Colour Scheme
In this colour scheme, I went with Blue, Red-Orange and Yellow-Orange.
These colours reminded me of a sports team, as I’ve seen some basketball team logos with very similar colour palettes. This made me think of ‘Loyalty’ as the emotion. Blue is a calming colour, but does signify loyalty and honesty. The warmer colours are engaging and unapologetic. The three hues combined help explain this emotion in my opinion.
I wanted to express how loyal some cats, especially mine can be. Leo, my cat, is almost like a dog in the sense that he will not leave your side. Animals don’t pretend or lie or hide their love or disdain for you. You know exactly where you stand with them. And when you’re loyal and good to them, they are usually just as loyal if not more so in return. I wanted the viewer to feel the sincerity through the image and the colours being used.
The blue is a cooler value, and a slight tint and brightness was increased in creating it. I reduced the red to add the cool effect. For the Red Orange, I increased the red quite a bit, as it is more red than orange. However, I increased the yellow percentage a bit so that it wasn’t too red. For creating the yellow-orange, I increased the yellow quite a bit and decreased the saturation.
I thought the values of the blue and yellow-orange worked really well, which is why I used each to divide Leo’s face. There is a substantial contrast between both, but because there is a slight tint to both, it really helped show the warmth and coolness in this image. The yellow-orange really advances to the front of the image, again providing the dimension that I wanted to achieve, even though this image is simple and somewhat flat.
Tetradic Colour Scheme
The colour scheme I used for this are Blue-Violet, Red-Violet, Yellow-Orange and Yellow-Green.
I used the emotion ‘Elaborate’ to describe my last graphic and the hues associated with it. Cats are sophisticated, complex, fussy, busy, intelligent, many-faceted and even fancy at times. These all fall under being ‘elaborate’, which describes my cat.
If the viewer thinks about cats back in the days of Ancient Egypt, for example, they were sacred animals and there were even cat goddesses that were held in very high regard.
While cats in western culture are not considered goddesses, they are still considered somewhat a sophisticated, elegant animal. At the same time they have complicated personalities as I mentioned above in some of the earlier colour scheme descriptions.
I thought the two violets would help represent the sophistication and royalty that cats can embody. The yellow-orange and the yellow-green hues represent the complex personality traits as well as the good-natured ways that cats can have.
For the violet hues, I decreased the red and magenta and added a bit of a shade and an ever slight tint to create the blue-violet. For the red-violet, I took the blue-violet and increased the red substantially. I added a slight shade to keep the rich, dark value of the hue. The yellow-orange has a high percentage of yellow and decreased the saturation. For the yellow-green, I increased the cyan and added a slight shade. For the tinted yellow-green I decreased the saturation and decreased the shade.
Abstract Colour Scheme – Warm / Cool / Mixed
1. Warm / Advancing Colours
For the warm hues, I used Oranges, Red-Oranges and Yellows. I think the viewer interprets this image and the colours as warm and sunny. Sun glasses are usually worn when it’s sunny outside and the sideways chevron almost looks like burst of sunlight escaping the top and bottom of the sunglasses. I think viewers would look at this and think about being on vacation on a beach somewhere very hot.
2. Cool / Receding Colours
With this image, the cool hues I used were Blues, Blue-Greens, Greens and Blue-Purples. I think the viewer might interpret this image as serious, confident and wealthy. Instead of the glasses looking like fun, sun glasses, they look like more serious reading glasses, and with the colours, especially the blues, the viewer might think this looks more high-class, almost royal.
3. Mix of Warm/ Avancing and Cool/Receding Colours Used Together
For mixing both warm and cool colours, I used oranges, blues, and greens. As opposed to the other two images, there is a lot of contrast created by the two very different colours. The oranges really pop out and there is a lot more dimension. I think the viewer might view this image as young, fun, childlike, and vibrant. I also think the viewer might think of this as slightly retro. I was inspired by 80’s art when I drew this. The 80’s were all about bright colours and this has a bit of an 80’s feel to it.
In this image, I used different tints of cyan. I feel this image offers a soothing, cool touch because the image itself is a hand and because of some of the softer tints. The tints along with the soft, round edges of the design are inviting and non aggressive. I liked playing around with the contrasts between the different tints. I found especially with the palm of the hand, there is a bit more depth shown, with the darker tint in the background and the lighter tints as the accents.
Although this hand is a female hand, it does have a masculine feel to it, with blue being traditionally associated with masculinity. Because of the way the hand is posed and because of the colours, I feel this image gives the feeling of strength and safety. Some of the darker tints could be seen as strength, wealth and security, whereas some of the softer tints could represent more tranquility and softness.
This hue is a blue violet and is quite dark, even with the lighter shades. I feel this image evokes darkness, power and evil. The reason I personally pull those feelings from this image is because the first thing that comes to mind when look at this hue and its shades are the villains in Disney movies, such as Cruela De Vil, Maleficent and Ursula just to name a few. They all have these purples, violet and blue violet hues and shades, whether it’s their makeup, skin or clothing.
The darkest shade of this hue has an intense saturation and I found it a little more challenging when trying to show the contrast between the darkest shade and the lightest.
I found that the hue and the shades created a slightly spooky, ghostly image with the hand and its shapes within.
These colours also represent royalty, prestige, power and wealth.
With this image, I used six different hues: Orange, Yellow, Green, Red and Magenta and Cyan. When I look at this image, it reminds me of being a child in kindergarten, tracing our hands and then painting them, getting a chance to use any colour we wanted. I think the brightness of the hues and the softness of the tints are playful, inviting and fun. I wanted to do a gradation of each hue on each finger with the tints to show how it looked from the more saturated hue to the lighter, paler tint.
I think with the orange, yellow, red and magenta, there is a warmth that isn’t over powering and welcomes its viewers. Especially with the yellow and the orange hues, they evoke cheerfulness, energy, and positivity.
These hues are usually popular crayon and pencil crayons for children to use, because they are bright and cheerful.
For this image, I used five hues: Dark Red, Greenish Brown, Blue Violet, Violet, and Dark Green. These colours, especially the red, green-brown and the dark green remind me of fall and Thanksgiving. When the leaves on the trees start to change colour before they fall off the branches, they go from green to red, and often have a deep dark red, brown colour to them.
These colours make me feel relaxed and at ease. When I look at the dark red, it reminds of me pumpkin spice latte everything!
These colours in this image are also very popular in clothing, especially in the fall and winter time. People tend to wear darker colours and earth tones.
I find these hues and their shades to be warm, traditional and safe. They are highly saturated and very dark, with very little contrast between the shades.
For this image, I used a variety of tints and shades of yellow. I really wanted to show the wide spectrum from the darkest shades to the lightest tint with this hue.
This image, the hues and the mix of tints and shades reminds me of a couple of things. Being obsessed with food, it reminds me of mustard and relish and then makes me think of a hot dog. The bright yellow in the middle of the palm is mustard and the outside of the palm, is relish. The different tints and shades of this colour also have a retro look and feel to them. When I think of furniture in the late 60’s and 70’s, this hue along with the shades and tints was a popular one.
I really enjoyed the wide spectrum I was able to pull from this hue. There is a lot of depth and intensity. I was able to show a lot of contrast between the lightest tints and the darkest shades, which is why I used the darkest shade in the background and the lighter tints in the foreground.
I feel that this image represents cheerfulness, but is also very down to earth with the darker shades being represented.
This image uses grey scale only. I do feel there is a darkness and an emotionally void feel I get when I look at this image. It reminds me of dark, stormy, unpredictable clouds. It rains a lot in Vancouver, so this image and the grey hue reminds me of this.
I did like the contrast that I found with the grey scale within the image. You have white which is associated with purity, goodness, cleanliness and then there is black which is associated with death, darkness and sometimes evil. The grey falls right between the middle, sort of like a cross between good and evil.
Grey can also be associated with aging, as some people’s hair go grey when they get older.