As PR practitioners, we are well trained to think on our feet and respond with our wits. But very often, we see in one dimension and in monotone.
Just like a good television advertisement, viewer’s recoginition comes from the bold use of colours and graphics. PR should not be left out. I have seen too many newspaper clippings pale in comparison without a good picture.
Apart from providing quality picture sources, we know that colours are a vital part of meaning-making (Kress & van Leeuwan 2006, p215) and that colours can be effectively used as a semiotic source (Kress & van Leeuwan 2006, p225-228). Kress described the communicative functions of colour to fulfil three metafunctions: ideational, interpersonal and textual.
Colours evoke emotions and provoke ideas. Many successful campaigns are built on the use of colurs, such as the Motorola Red Campaign and Pink Ribbon for Breast Cancer Awareness Campaign.
Typography, on the other hand goes hand in hand with the graphics and colours, which is often overlooked. I have come across a piece of work done by Thangaraj which discusses the Fascinating Fonts.
More work needs to be done…but first of all mindsets need to be changed.
