中文4378字，2800单词，14800英文字符
英文原文：
Color Works
(Best Practices for Graphic Designers, Color Works: Right Ways of Applying Color in Branding, Wayfinding, Information Design, Digital Environments and Pretty Much Everywhere Else.)
Eddie Opara, John Cantwell
Chapter 02
Awareness
Overview
01
Keep the colors for your brand thoroughly consistent so that your products are easily identifiable by consumers.
02
Ask clients if they have already dealt with any consumer or stakeholder surveys on color.
03
Make colors symbolize what the brand stands for, and think about what colors give the brand its temperament.
04
Remember that colors stimulate emotional sentiment and empathy toward brands.
05
Ensure that you know what colors competing brands are using.
06
Remember: Color is an efficient and effective method for wayfinding and products.
07
Donrsquo;t use too many colors in one place, as pedestrians and consumers must remember where they are and what product they are purchasing.
08
Understand that various cultures and consumers symbolize colors differently.
Brian Collins
Color in Branding 1
Color is incredibly subjective.① I donrsquo;t think you see color. You feel it. Itrsquo;s like music; it goes right through your system. Itrsquo;s both independent of memory and deeply connected to memory.
001： Brian Collins established a simplistic approach using clarity and delight. Optimum wanted the public to remember its name. The best method of doing so is with colors that are fresh and that stand out from the crowd. Notice the comple mentary color use of the period at the end of the logomark.
In our work with the cable and Internet provider Optimum, the company wanted to brand itself in a way that made it much more present in peoplersquo;s lives. It wanted to reestablish itself as the leading cable company in its market. So we started by thinking about where Optimum is seen most. After its set-top boxes, its next most visible platform was its trucks. The company has 4,000 trucks!
We wanted people to remember the word optimum, to have them think about it as a value, not just as a company. Therefore, we wanted six colors to be deployed across all the trucks, so it would feel fresh. Whenever you saw the trucks, yoursquo;d see incredible colors. We chose the colors that were between other colors—light green, beige, and so on. Theyrsquo;re sort of quirky colors, but theyrsquo;re colors that you donrsquo;t see on trucks. Itrsquo;s interesting to see these quirky colors in the world for a massive cable company.
The idea was to associate the Optimum service with simplicity and delight, through color. We werenrsquo;t using color as a branding mechanism, but rather as a behavior. As a result, the brand appears and it starts to signal the promise of how the Optimum service will make you feel. Therefore, in this sense color is used very aggressively, very boldly, and very dramatically—but also very simply.
When it comes to color in branding, you have to come to the table knowing there are preferences and prejudices. In order to get over them, you have to frame your ideas in terms of the projectrsquo;s ideals. When we designed the Times Square Alliance Organization, we chose a hot neon fluorescent pink as the brand color. The logo was pink. The staff jumpsuits were pink. Why? Because Times Square is the most visually aggressive, cacophonous place in the world, and we needed a color that stood out. Choosing pink wasnrsquo;t a matter of my personal tastes. Based on the clientrsquo;s needs and budget, pink was the best choice.
Now, pink can be a controversial color. Itrsquo;s loaded with preconceptions. To show the client its value, we had to have an objective conversation about how wersquo;d use pink as a tool and as a system. The Alliance had scores of people in Times Square cleaning the streets, and we wanted the organization and its employees to get credit for that. Previously, the Alliancersquo;s street teams wore gray uniforms, which made them basically invisible. By increasing their visibility, we were able to better highlight the Alliancersquo;s work. ②Just the act of seeing someone sweeping in a pink Times Square uniform would say, “We care about our environment.” We wanted to make that operation very visible. The client chose pink because color was used as a strategy to surface behavior.
Even with very well-established brands, familiar colors can be used strategically to create new impressions. Coca-Cola is the most famous brand in the world and itrsquo;s the best-distributed brand in the world. You see it everywhere. The problem is that ubiquity leads to invisibility. We were approached by Coca-Cola to reimagine what the brand language would be for revitalizing its icon. We revitalized what had been an underleveraged piece of Coca-Colarsquo;s iconograph
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Nanjing University of Technology
毕业设计英文资料翻译
Translation of the English Documents for Graduation Design
学生姓名： 廖玉芳 学 号 ： 1712170207
Name ： LIAO Yufang Number ： 1712170207
所在学院： 艺术设计学院
College ： College of Industrial Design And Art Design
专 业： 视觉传达
Profession ： Graphic Design
指导教师： 尹毅
Tutor ： Yin Yi
2021年 1月 11日
中文4378字，2800单词，14800英文字符
英文原文：
Color Works
(Best Practices for Graphic Designers, Color Works: Right Ways of Applying Color in Branding, Wayfinding, Information Design, Digital Environments and Pretty Much Everywhere Else.)
Eddie Opara, John Cantwell
Chapter 02
Awareness
Overview
01
Keep the colors for your brand thoroughly consistent so that your products are easily identifiable by consumers.
02
Ask clients if they have already dealt with any consumer or stakeholder surveys on color.
03
Make colors symbolize what the brand stands for, and think about what colors give the brand its temperament.
04
Remember that colors stimulate emotional sentiment and empathy toward brands.
05
Ensure that you know what colors competing brands are using.
06
Remember: Color is an efficient and effective method for wayfinding and products.
07
Donrsquo;t use too many colors in one place, as pedestrians and consumers must remember where they are and what product they are purchasing.
08
Understand that various cultures and consumers symbolize colors differently.
Brian Collins
Color in Branding 1
Color is incredibly subjective.① I donrsquo;t think you see color. You feel it. Itrsquo;s like music; it goes right through your system. Itrsquo;s both independent of memory and deeply connected to memory.
001： Brian Collins established a simplistic approach using clarity and delight. Optimum wanted the public to remember its name. The best method of doing so is with colors that are fresh and that stand out from the crowd. Notice the comple mentary color use of the period at the end of the logomark.
In our work with the cable and Internet provider Optimum, the company wanted to brand itself in a way that made it much more present in peoplersquo;s lives. It wanted to reestablish itself as the leading cable company in its market. So we started by thinking about where Optimum is seen most. After its set-top boxes, its next most visible platform was its trucks. The company has 4,000 trucks!
We wanted people to remember the word optimum, to have them think about it as a value, not just as a company. Therefore, we wanted six colors to be deployed across all the trucks, so it would feel fresh. Whenever you saw the trucks, yoursquo;d see incredible colors. We chose the colors that were between other colors—light green, beige, and so on. Theyrsquo;re sort of quirky colors, but theyrsquo;re colors that you donrsquo;t see on trucks. Itrsquo;s interesting to see these quirky colors in the world for a massive cable company.
The idea was to associate the Optimum service with simplicity and delight, through color. We werenrsquo;t using color as a branding mechanism, but rather as a behavior. As a result, the brand appears and it starts to signal the promise of how the Optimum service will make you feel. Therefore, in this sense color is used very aggressively, very boldly, and very dramatically—but also very simply.
When it comes to color in branding, you have to come to the table knowing there are preferences and prejudices. In order to get over them, you have to frame your ideas in terms of the projectrsquo;s ideals. When we designed the Times Square Alliance Organization, we chose a hot neon fluorescent pink as the brand color. The logo was pink. The staff jumpsuits were pink. Why? Because Times Square is the most visually aggressive, cacophonous place in the world, and we needed a color that stood out. Choosing pink wasnrsquo;t a matter of my personal tastes. Based on the clientrsquo;s needs and budget, pink was the best choice.
Now, pink can be a controversial color. Itrsquo;s loaded with preconceptions. To show the client its value, we had to have an objective conversation about how wersquo;d use pink as a tool and as a system. The Alliance had scores of people in Times Square cleaning the streets, and we wanted the organization and its employees to get credit for that. Previously, the Alliancersquo;s street teams wore gray uniforms, which made them basically invisible. By increasing their visibility, we were able to better highlight the Alliancersquo;s work. ②Just the act of seeing someone sweeping in a pink Times Square uniform would say, “We care about our environment.” We wanted to make that operation very visible. The client chose pink because color was used as a strategy to surface behavior.
Even with very well-established brands, familiar colors can be used strategically to create new impressions. Coca-Cola is the most famous brand in the world and itrsquo;s the best-distributed brand in the world. You see it everywhere. The problem is that ubiquity leads to invisibility. We were approached by Coca-Cola to reimagine what the brand language would be for revitalizing its icon. We revitalized what had been an underleveraged piece of Coca-Colarsquo;s iconograph
剩余内容已隐藏，支付完成后下载完整资料
资料编号：[259677]，资料为PDF文档或Word文档，PDF文档可免费转换为Word
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