Part III-006

Q: Are colours important in your country?

A: Sure. I think the most important colours are probably those of our national flag, red, white and blue. I guess people see them as representing our nation, and giving us a sense of nationality and unity. On top of that, the main political parties in my country have adopted one of those colours as a symbol of their party. For example, the Conservative party uses blue as their official brand colour, if you like, so people associate blue with conservatism and everything that party stands for.

Q: What role can colours play in advertisements?

A: I’d say colours are an essential part of any advertisement, mainly because they have a subliminal effect on the audience’s behaviour. This is why marketing companies spend fortunes on getting the colours right in their logos and adverts. For instance, McDonald’s deliberately(蓄意地) use red and yellow in all their adverts. Red is associated with being active, whilst yellow is known to trigger feelings of happiness. So this way, they can create the right mood that will entice(诱惑) their customers to buy.