1 mar 20213 Min. de lectura

Marketing: The source of our brain. A semiological analysis through colors.

Publicity, just like law and semiology, it’s everywhere, you just have to find it, understand it and be aware of it.

From billboards to social media, not just magazines or television, publicity is everywhere. Marketing controls what you think, what you want, what you don't want, what you need and what you clearly don't need, in general terms, controls desires that can be manifested with money, just like propaganda.

Through fashion films I can test this theory thanks to the psychology of colors. For instance, when we perceive the color red, we automatically think of Coca Cola, but what about fashion? Does it shape your mind and taste? Here are a few examples:

-RED: Generally associated with passion, a sexy and vibrant color, is one of the most visible colors in the color spectrum (second only to yellow). Its ability to instantly grab people's attention is the reason why it's often used to warn people or to capture their attention with a luxurious feel, it’s associated with energy, war, danger, strength, power, determination as well as passion, desire, and love. The perfect example of this are the following ad campaign:

Carolina Herrera, CH: https://www.youtube.com/watch?v=tgZhMkGiJh8

https://www.youtube.com/watch?v=cmNVz7rBqyU

SI, Armani: https://www.youtube.com/watch?v=hksMouqHjhE

https://www.youtube.com/watch?v=vsYJDx0oBP

They sell a lifestyle in the shape of a perfume bottle. The type of life you crave, the one that you feel like you could belong. It is my personal belief that this is completely true, growing up, my entire life was surrounded by Catrolina Herrera perfume ads, to the point that even nowadays, i have the tendency to wear certain colors in certain occasions or look at certain type of men because subconsciously, they fit the stereotype I find attractive because of these ads, not in spite of.

-WHITE: It is considered to represent perfection, as it is the purest and most complete color.Suggests a divine vibe, it is refreshing, neutral and simplistic. The color has the property of bringing calmness,innocence, joy and creates contrast.

Coco Mademoiselle, Chanel: https://www.youtube.com/watch?v=aRV-2_Un-kk

Paco Rabbane Olympea: Https://www.youtube.com/watch?v=WxLgkmA-deA

Miss Dior: https://www.youtube.com/watch?v=Jviy3pQFFcE

Carolina Herrera 212 VIP Rosé: https://www.youtube.com/watch?v=hZmA9TJQt6o

BLACK: Evokes power, mystery, elegance and calm. It's very functional design aesthetic. It's often used in situations where high-contrast and legibility are the most important factors, it is not a sutil connotation, and is in full control. Instead, is a sensual color that sells an illusion of power mix with a hint of something dangerous.

Good Girl Carolina Herrera: https://www.youtube.com/watch?v=DypIg7-GsuU

Black Opium, Yves Saint Laurent: https://www.youtube.com/watch?v=uh4UURJANdk

Tom Ford Noir: https://www.youtube.com/watch?v=hTkmAe6m3IU

212 VIP: https://www.youtube.com/watch?v=VBkpp8ZifyY

Paco Rabbane 1 million: https://www.youtube.com/watch?v=4VPHVygoca4

-BLUE: Mysterious and very appealing to the eye. Its color meaning is associated with peace, water, tranquility, and reliability. And it offers a sense of security, curbs appetite, and stimulates productivity. It's also the most common. With a seductive touch is a sophisticated color, perfect for branding.

Chanel N5: https://www.youtube.com/watch?v=8asRWe5XNw8

Y Yves Saint Laurent: https://www.youtube.com/watch?v=aakSJ9AICVg

Dior Midnight Poison: https://www.youtube.com/watch?v=5lzfTW0z1HU

Versace Eros: https://www.youtube.com/watch?v=8KG1GI7QtRE

GOLD: signifies success, triumph, happiness versus bliss. It is seen as the color of inner wisdom, quality and wealth. It is associated with prestige, luxury and material wealth, suggesting that a product or service is expensive and exclusive.

J’adore Dior: https://www.youtube.com/watch?v=yZ1XM9LwS64

1 Million Paco Rabbane: https://www.youtube.com/watch?v=COzVP0yQss8

-PINK: It’s warm, sexy, peaceful, innocent, happy & vibrant. Psychologically pink is associated with compassion, nurturing, love, and romance. This is a color usually used in businesses relating to the female market such as cosmetics, fashion, beauty and romance. Combining it with darker colors gives it more sophistication and strength.