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The Tacticsof Color Strategy
February 14, 2012
11am PT / 2 pm ET
www.neenahpaper.com
JackBredenfoerder
director of BV Color Strategy
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Color Strategy,Forecasting andExpressions
My favoritecrayon waspurple
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Color isthe spiceof design
CONTEXT is whatdetermines color meaning.
Walter Landor helped inventbranding. We've been reinventing itever since.
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ColorStrategy
The Five Elementsof a Successful Color Strategy
• Color physics• Color and culture• Color psychology• Color fads, trends and cycles• Color influences and forecasting
Color Strategy
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ColorPhysics
• An Object• A Light Source• An Observer
Color Essentials
Color andCulture
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• Colors of State Identify specific national
and political groups• Colors of Religion• Color Conventions• Colors of Groups Sports teams, Corporations,
Organizations, Schools• Colors of Holidays and Celebrations
Colors and Culture
Colors of State
Religion
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Cultural Conventions
Group, Team, Organization
Cultural Celebrations
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ColorPsychology
The psychological aspects of color are oftendistorted and over simplified by the coloracademia. Mass generalizations are oftenmade about what a color means. Beware ofgetting into these conversations when youbuild your color rationale!
There are many color experts that willcomment on the meaning of color. Whilecolor meaning has merit as a designconsideration, color meaning needs to beequated from a more holistic approach.CONTEXT IS THE KEY TO ANY COLORMEANING!
Colors Psychology
OrangePlayful, Happy Youthful
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OrangeUtility, Attention, Safety
RedLove, Passion, Life, Luscious, Ripe, Spicy, Hot
RedStop, Carnage, Anger, Alert, Danger
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YellowSunshine, Happy, Bright, Awake, Fresh
YellowDanger, Caution, Attention
GreenNature, Fresh, Grow, Renew, Healthy, Sustain
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GreenSick, Acidic, Unhealthy, Spoiling, Slimy, Smelly
BlueClear, Clean, Fresh, Open, Expansive, Wet, Calm
BlueCold, Clammy, Unhealthy, Boring, Depressed
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PurpleRoyal, Creative, Mysterious, Wise, Exotic
PurplePompous, Flamboyant, Odd, Unconventional
BrownComfort, Rich, Reliable, Grounded
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BrownDirty, Lifeless, Dead
WhitePure, Innocent, Simple, Clean, Fresh
WhiteGhostly, Spare, Blank
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BlackFormal, Classic, Powerful, Mystical, Elegant, Sexy, Basic
BlackEvil, Lonely, Despair, Fear, Death, The Unknown
ColorFads, TrendsAnd Cycles
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Trend
InfluencesFuture TrendsForecasting
CycleFad
Color Fads, Trends andCycles
FadGaga Yellow Hair
TrendSpring 2001 - The Movie Chocolat
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TrendFall 2001 - Ralph Lauren Collection
The Fifties
Flower Power
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Harvest Gold
Avocado
Disco Lights
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Jewel Colors
Desert Colors
Mauve
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Technology Teal
Millennial Orange
The Green Movement
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Yves Klein International Blue
Simple Honest White
Fiery Action Reds
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ColorPalettes
2009-2010 GlobalColor Directions
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The Influences
Fashion Runways
Fashion Runways
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Fashion Runways
Fashion Runways
Interior Design
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Automotive
Technology
Sports and Recreation
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Entertainment and Celebrities
Celebrities
Influences
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Social Media
Protection and Trust
Endings and Beginnings
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Economic Unrest
Dirty Aggressive Politics
Political Action and Protest
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2012ForecastWarPaint
WarPaint
Battling Brights
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Seeing the Lights
No Longer Neutrals
Defined Deeps
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ColorInspirations
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Color Strategy
The Five Elementsof a Successful Color Strategy
• Color physics• Color and culture• Color psychology• Color fads, trends and cycles• Color influences and forecasting
Color isthe spiceof design
CONTEXT is whatdetermines color meaning.
www.colorstrategy.org
on Facebook - BV Color Strategy
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Color Strategy,Forecasting andExpressions
Q&A Session Please submit your questionsto our speaker using the“chat” box on your console.
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