Page 114 - DMGT552_VISUAL_MERCHANDISING

Unit 5: The Basics of Visual Merchandising

4. Blue: Blue’s coolness tends to connote dignity, serenity, wisdom and quite. While it use Notes
might not be appropriate for a business, which wishes to emphasise speed and efficiency,
it might be used by a business which wants to suggest that it has a leisurely pace and a
general atmosphere of cultivation and calm. It also tends to suggest stability and do banks
and large corporations often use a colour.
5. Purple: Purple has come to be associated with royalty, pomp and luxuriousness. Its visibility
factor is low, making it unsuitable for freeway sign, but it is often used for personal
service business such as beauty salons.
6. Brown: Brown is the colour of the warmth and tends to connote naturalness and strength.
Businesses, which want to indicate their strength and mainstream value system often, use
brown and wood hues in their signs. Brown often connotes ranching and farming. Some
fast-food franchises have used brown on their signs to suggest the ranch association of
their foods. Brown is basically neutral due to its association with the earth and wood. It is
not a colour to catch your eye or to suggest action.
7. White: White is Western society, has been the colour of innocence. On a sign it can be used
to suggest cleanliness and purity.

8. Black: Black can be used effectively in signage to create an impression of low-keyed
crispness and sedateness. Sophistication also is suggested, if large areas are used.

Self Assessment

Fill in the blanks:
18. ............................. is an exciting, active colour.

19. Strong contrasts such as white/black, yellow/black, red/white, white/blue, etc. increase
............................. and .............................

5.6 Understanding Materials

This focuses on understanding whether you need display material for a retail outlet, a product
launch, and a conference or exhibition hall.

Figure 5.15: Display Material

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