Like we could understand by last week’s lecture, colour it’s also an important part of marketing; it functions as a way of, not only catching one’s attention, but also to get together with the brand’s message and product. One of the techniques the guest lecturer told us about was the absence of colour, with the attention concentrated on the main aspects of an ad, for example. Bellow, we can see an example of that technique:
You can see that this ad is totally dark, when the only things that become distinct are the name of the brand, with its slogan and logo, the information about the sponsorship of the Irish Rugby and a glimpse of what can be a glass of beer. With this ad, we can see that all of our attention goes directly to the brand, to its name, its identity. What they want you to understand is that Guinness is, in fact, made of more and for you to drink it you need to be made of more.
We can’t forget that is in an ad for the sponsorship of a sports competition. Taking that into consideration, we see that the important is not the beer or the product that is being sold, but the fact that, in order to be a winner, you need to have more than the others and this is what Guinness states.
If we check one of the video ads (you can watch one of them here), the message remains the same: you can fight, try to succeed, but, for that, you’ll always need to differentiate from your competitors – existing the same strategy of communication in both ways of publicity. In some way, that’s what Guinness is doing: by giving no attention to the product itself but to the message it wants to transmit, the feeling of offering more to the consumer.
And only by the use of just one colour.
Inês Maria
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