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- Title
COLOR MAKES A BETTER MESSAGE.
- Authors
Geboy, Lyn Dally
- Abstract
This article discusses the strategic use of color in marketing as a way of having messages stand out. The article presents an overview of color science, discusses the idea of a color strategy for marketing communications materials that includes considering your product or service, audience, message, medium, and budget. The author does not mean to suggests that color alone will make or break a marketing campaign, but a campaign with an effective strategy and focus can be enhanced by color. The author emphasizes that the difference is not in the use of color, but in the strategy and execution of the marketing plan.
- Subjects
COLOR in marketing; MARKETING strategy; ADVERTISING effectiveness; MARKETING planning; COMMUNICATION methodology; COMPETITIVE advantage in business
- Publication
Journal of Health Care Marketing, 1996, Vol 16, Issue 2, p52
- ISSN
0737-3252
- Publication type
Article