This week's post will be a bit short, but today I want to
take a look at a still advertisement. As you can see from the logo on the box,
this one’s from FedEx Express. From this ad, the company wants to convey the
message that any item will be shipped quickly and safely. By making it look as
if the vase is being exchanged from one pair of hands to the other, FedEx is
basically saying, “The shipment will be so quick, it will seem like you are
directly receiving it from the sender's hands.” Also, if you look closely, the
ends of the vase look shiny and clean. Whether this is intentional or not, it
gives off the impression that the shipping process will be so reliable (in
either direction) that the product will end up in the same, if not better,
condition as it was when it was packaged.
Notice the tone of the ad as a whole. The beige/tan backdrop
makes one think of simplicity, comfort, and reliability. I think a reason for
this is that it’s the same as the skin tone of the hands handling the vase. By
doing this, it emphasizes that the reliability of the shipping is comparable to
being handled by human hands. The simplicity of the background and the box is
also contrasted by the intricate designs of the vase. In my eyes, this tells
the audience that the delivery company doesn’t need to look fancy to provide
quality service and to ship fancy things.
These are all just my observations and opinions. What do you
think?
As we'll touch on next week, in terms of color psychology, brown hues do tend to indicate things like human connection or reliability. And I think you're right that it's partly due to the skin tones this evokes/echoes.
ReplyDeletePerhaps it's not a coincidence that their competitor has chosen brown for their color scheme?
I have to admit, though, that my first thought on seeing the ad was "we don't have boxes big enough to ship your larger items." Probably not their intent. :)