Color is complex, nuanced, ubiquitous, and potentially one of the most powerful tools marketers have to communicate all the way from a global brand level down to subtle differences of product features and benefits. Simply put, color is important to people. For centuries, cultures have used color to express the way they relate to the world. Basic principles of the hunt, religion, status, and life activities have been utilized in color and form as a basic covenant of social communication and historic record. Over the past two to four decades, color has moved from nature, objects, temples, canvas, and decoration to the more virtual world of television screens and computer monitors. More people have more access to more things, and the practice of representing those things is as much a science as it is an art.
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