Читать книгу Why People Buy - Louis Cheskin - Страница 12
ОглавлениеIMAGERY AND COLOR IN PACKAGING
EACH HUE, tint, shade or tone has a specific optical and psychological effect. A color occupies area or space and is generally part of an image. The psychological impression the image makes depends greatly on the color, because the color is a vital component of the image.
The image on a package may be simple or complex. It may be a basic geometric shape or an intricate design, or an illustration of an animate or inanimate object. It may consist of a combination of various types of elements. Simple or complex, with or without color, it serves as a symbol. It identifies the package or brand and characterizes and classifies it by its symbolism.
Often, the image symbolizes the company as a whole and serves as the focal point of the entire company image. It performs as the hub of the company identity to the consumer and is a trademark that may have favorable or unfavorable connotations.
All the elements that characterize the company and everything that is related to it constitute the total company image. The pivotal point of the total company image is a basic image or trademark which performs as a symbol.
The total company image comprises a symbolic image or trademark, a color or several colors, the architecture of the building in which the company is housed, the character of the advertising, the kind of press comments about the company and the manner in which the company performs its services or delivers its goods. The symbolic image, generally, is the key to the total company image.
