Welcome!

Colors

​

Dr. Satyendra Singh

Professor, Marketing & International Business

Conference Chair, ABEM Conference

University of Winnipeg, CANADA

s.singh@uwinnipeg.ca

​

What is a Color?

2

Dark

Light

Kinds of Colors

Primary (R B Y) Standalone

​

​

Secondary (RB>P, BY>G, RY>O)

​

​

Tertiary

3

Color Combination Theory

Complementary

​

Split Complementary (Compound)

​

Triad

​

Tetrad

​

Analogous

​

Monochromatic

​

4

Other Terms

Tint (add white)

​

Shade (add black)

​

Tone (add both ie grey) 🡪 subdued color, desaturated… often used in luxury

​

Temperature (addition of warm (red) and cool (blue) colors)

5

Application of Color Theory in Creating Logos

6

Justification for Color Choices for logos/brands/branding

Black: Sophisticated, elegant (luxury, high end…)

​

Blue: Trust, Corporate (finance, tech, accounting…)

​

Red: passionate, bold (restaurants, sports. entertainment…)

​

Green: Authentic (banks, NGO, environment…)

​

Yellow: Happy, inexpensive

​

7

International Preferences for Colors

China, Vietnam… red

​

USA: dark red, red wine color popular (Orange is less popular)

​

EU: Olive green (Purple) is popular

​

Africa and Asia: Ethnic colors

8

Color increases PLC/sales

Color Association of the USA (CAUS)

International Color Authority (Paris, France)

Fashion color depends on

Sales tracked by $ and color

High selling color is presented in each line

Colors adopted by designers in Europe

Designers’ choice of colored fabric production

Designers name colors for a season: Dalia, Plum, Lavender

cannot match with future purchases

Magazine/TV: Color ForecastingForecasting Color me beautiful

​

Fashion Magazines with approximate circulation in 2008

Allure, Cosmopolitan, Elle, Essence, GQ, Marie Claire, Vanity Fair 🡪 1m; Glamour, In-style 🡪 2m; Men’s Vogue 🡪 .3m

9

Questions?�s.singh@uwinnipeg.ca