# data[].attributes.body
black means power and strength in this advertisement shows power and what black color shows

# data[].attributes.attachment_link.readable_text
We've shared earlier a basic understanding of how critical color decisions can be in business. Understanding color and its impact isn't just visual but can increase brand recognition and loyalty. Making these decisions is difficult because of every individual filters color with their own conscious and subconscious associations. Understanding these associations within the audience for whom your work, service, or product is intended is essential to making smart color decisions, bridging the gap between what you are trying to communicate and what is actually perceived. We explored this reality with the color blue, the color red, the color green and the color yellow. Let's now address two colors that go hand-in-hand: black and white.

Before exploring how black and white speak, let's first deal with the "elephant in the room." Some of you may have seen the title of this post and said, "But wait, [black or white] isn't a color, it's the absence of all colors!" If that's you, we suggest that you keep reading.

A BRIEF LESSON IN COLOR THEORY

In terms of light frequencies (additive color theory), white is the presence of all colors and is, therefore, a color. Black is not; without light everything is black. However, when thinking about color in terms of physical pigments (subtractive color theory), like paint, the tables turn; white is not considered a color while black is the presence of all colors. You can learn more about this on the Color Matters website.

With color theory and your opinion of what is and isn't a color aside, we would all agree and accept that black and white are indeed colors. After all, we describe them as such. And let's face it; if anyone tries to tell you that black and white are not colors, what would they say if you ask them what colors a zebra is.

HOW BLACK SPEAKS

Black is visually heavy. Its message is therefore very strong. Black's most common association is power, authority, and strength. It is for this reason that too much black can become overwhelming. In stories of good versus evil black and darkness is always symbolic of the villain (Darth Vader being a prime example). Other associations of black include intelligence (black horn-rimmed glasses), professionalism (suit and briefcase), mourning and mystery. As a deep and serious color, black can direct communication in a powerful way.

HOW WHITE SPEAKS

White is considered safe and open. While black is symbolic of evil, white is directly linked to that which is righteous, good and peaceful (sticking with the Star Wars theme, Luke Skywalker is an effective example). Furthermore, white projects clarity, cleanliness (doctors in white coats), purity (wedding dresses) and salvation. White is said to promote creative thought (a blank whiteboard) and is also synonymous with fresh beginnings. As a positive, clear and open color, white can direct communication in a powerful way.

CULTURAL ASSOCIATIONS

History and culture shed light on how black and white associations have become so easily accepted as being in opposition. The most recognized example of this is represented in the Taoist Yin-Yang symbol, an embodiment of contrary forces (good and evil) that are interconnected and interdependent in the natural world. In martial arts, the black belt signifies the highest rank (power), while the white belt represents someone who would run screaming from the person with the black belt. In Aztec culture, black represented war because the black obsidian glass was used as the cutting edge of battle swords. In battle, a white flag is universally recognized as a symbol of surrender. Black is evil; white is good. Black traps space, while white opens space. Black evokes sophistication; white communicates innocence. It's clear: black and white are opposites.

DESIGNING WITH BLACK

This simple ad for Ralph Lauren's Polo Black uses black in an overwhelming, yet purposeful way. The ad is dark and strong, targeting men. Furthermore, it is serious and professional, communicating qualities of mystery and depth.

DESIGNING WITH WHITE

Apple has consistently used white as the backdrop of their marketing campaigns and for good reason. The company emphasizes through their primarily white design that they care about cleanness, openness and creative thought. This Apple iPad ad is a perfect example.

DESIGNING WITH BLACK AND WHITE TO COMPLETE

It's important to recognize that although quintessentially opposite in a cultural and visual sense, black and white shouldn't compete, but rather complete when used in professional marketing. It's been said that "opposites attract." To put it another way: contrast creates completion. The convergence of black and white (more so than any other color combination) is an example of how two divergent colors communicate more powerfully together than they do on their own. Check out the balance, peace, and clarity of this site.

DESIGNING WITH BLACK AND WHITE TO ACCENT

Using the visual balance of black and white with an accent color leads to powerful messaging and is a helpful strategy when wanting to draw attention to a specific object or creating a visual "pop." These black and white sites do just that. By accenting certain parts of the page with a different color, they direct the viewer exactly where they want them to go.

Even though black and white are used far more than any other color, it's easy to overlook how they are used and even why they are used. For instance, when black text is used on a white background we don't question why this is the case. But, this practice is so common because the contrast of black on white is the most readable and practical color scheme. The influence that black and white have is subconscious. Therefore it is important to carefully consider the substantial impact they will inevitably have on your communication.

CONTINUE THE CONVERSATION

We've merely scratched the surface on how black and white communicate. The conversation could go on and on about how these colors impact our minds and attitudes. So, why not continue the conversation? Share some of your experience with black and white. What are some other associations with black and white that we didn't talk about? As you may know, each week we feature a distinct color on our Facebook page. Check out this week's color of the week and see how it speaks. Stay tuned as we continue to explore the complex nature of a specific color each month and its impacts on our attitudes within today's culture and economy.

# data[].attributes.attachment_link.title
Psychology of Black and White and What They Mean for Your Business

# data[].attributes.attachment_link.description
We've shared earlier a basic understanding of how critical color decisions can be in business. Understanding color and its impact isn't just visual but can increase brand recognition and loyalty. Making these decisions is difficult because of every individual filters color with their own conscious and subconscious associations.

# data[].attributes.body
white shows goodness in this advertisement and shows a soft spot

# data[].attributes.attachment_link.readable_text
Don't understand this Progressive campaign. Is it admitting that all insurance advertising is White...? Or perhaps it's a subliminal message indicating Progressive prefers White customers...? Or maybe Progressive's White advertising agency is just out of ideas...?

# data[].attributes.attachment_link.description
Don't understand this Progressive campaign. Is it admitting that all insurance advertising is White...? Or perhaps it's a subliminal message indicating Progressive prefers White customers...? Or maybe Progressive's White advertising agency is just out of ideas...?

# data[].attributes.body
crown is a type of drink that people drink and it shows power in a way

# data[].attributes.attachment_link.title
Magazine Ad for Crown Royal Whisky, Snake Wrapped Around Bottle, Tempted, 2003 - Magazines Ads and Books Store

# data[].attributes.body
linkin is truth you tell people the truth of what you can do and what are you looking for in a job

# data[].attributes.attachment_link.title
Conversion Tracking | LinkedIn Marketing Solutions

# data[].attributes.attachment_link.description
Track conversions from your ads on LinkedIn. See how many leads you're getting from your campaigns, understand your advertising ROI, and optimize for the results that matter.

# data[].attributes.body
red bull is like a danger because of the effect it causes on your heart

# data[].attributes.attachment_link.description
Photoshop & Illustrator Advertising Work for the brand RedBull

# data[].attributes.body
orange in tide means to me is creativity to clean your clothes

# data[].attributes.attachment_link.readable_text
Assuming you're not naked as you read this, there's a 40 percent chance that whatever you're wearing has been washed in the last week, and a 38 percent chance that the detergent it sloshed around in was Tide.

Even if you're really into clothes, it's hard to dig something like laundry detergent. And yet Tide, that orange box of soap from Cincinnati, has somehow transcended the chemical category to become a comfort brand. It has over 4 million fans on Facebook. There's a YouTube video of a kid who wants Tide for Christmas. There are families that have used Tide for generations. Said Brand Union executive strategy director Veb Anand: "Tide is so firmly rooted that it's been difficult for any competitor to displace."

How did we come to be a Tide nation, anyway? The answer to that question is part history and part olfactory.

Prior to World War II, Americans hand-washed their clothes with ordinary soap, a chore made worse by the fact that soap didn't dissolve well in hard water. The search for a synthetic detergent to solve this problem had frustrated chemists for years-until one day in 1945 when Procter & Gamble researcher Dick Byerly (who'd devoted 14 years of his career to the quest) mixed one part alkyl sulfate with three parts sodium tripolyphosphate. The compound lifted out stains like magic. "When he showed it to the management, [P&G president] Richard Deupree was amazed," said company historian Shane Meeker. P&G rushed "Product X" into production. Company legend holds that Deupree came up with the brand name while sitting on the beach. "He noticed how clean the sand looked when the tide rolled out," Meeker said. Product X became Tide.

Tide was billed as a " wash day miracle," but the real miracle was the marketing. Home washing machines were just coming onto the market, and P&G arranged to drop a sample box of Tide into them-a practice that continued well into the 1970s. Many housewives who tried Tide never tried anything else, which goes a long way to explaining the brand's continued dominance. "It's been passed from mother to daughter-and to sons," said P&G fabric care spokesperson Anne Candido. "People think, 'My mom used it, so I can use it.'"

But there's another reason Tide still rules the detergent shelf-that fragrance. As Brand Union's Anand explains, the smell of fresh laundry is an immensely comforting thing. "Tide is like coffee," he said. "It's the smell of home, and that's quite valuable."

Indeed it is. Today, Americans spend $2.8 billion yearly-more than they do on Halloween candy, more than on weight-loss products-on Tide.

# data[].attributes.attachment_link.title
Chances Are, the Clothes You're Wearing Right Now Have Been Washed in Tide

# data[].attributes.attachment_link.description
Assuming you're not naked as you read this, there's a 40 percent chance that whatever you're wearing has been washed in the last week, and a 38 percent chance that the detergent it sloshed around in was Tide. Even if you're really into clothes, it's hard to dig something like laundry detergent.

# data[].attributes.body
this advertisement of yellow shows joy to have snapchat

# data[].attributes.attachment_link.readable_text
Snapchat introduces 3V advertising: Vertical. Video. Views. Built for mobile. Designed for millennials, by millennials who really care about " not being creepy."

I call it Snapvertising. Snapvertising is Snapchat advertising. Snapchat calls it 3V advertising. It reminds me of television ads. Just on a smaller scale and with a different orientation.

Right now on Snapchat, Live Stories act as two to five-minute mini shows that are consumed by millions of viewers. Snapchat is placing adverts inside these stories.

Basically, the Venice born startup found a way to turn a smartphone into a social messaging and rich media streaming device with a remote. Users are then granted access to watch as well as contribute content to these Live Stories.

In the early days of internet advertising, targeting was used to help differentiate ad products that weren't very engaging. Snapchat is trying to change that. They want to build respectable ad products that still offer good targeting to marketers.

Snapchat Advertising (Snapvertising)

Is Snapvertising the new frontier of mobile advertising? According to Daily Mail North America CEO Jon Steinberg, Snapchat said that, "Vertical video ads have up to 9x more completed views than horizontal video ads." Because turning the phone is a lot of work.

When social media users experiences advertisemetns via a news feed, the ads are segmented between posts. When watching pre-roll videos, the ads just gets in the way of the content people want to see.

With Snapchat 3V advertising, you get the full-screen effect of the advert. Transitions between sponsored and curated content is seamless. That's another reason why Snapchat feels their ad spots have the upper-hand versus feed based platforms. That plus the fact that Snapchat users watch more video on Snapchat than they do any other platform.

Types of Snapchat Ads

Here is a quick breakdown of the different types of Snapchat ads.

Premium: These ads are shown in the Discover portion of the Snapchat application and differ among all the various media partners.

Curated: This is 3V Advertising, whereby Snapchat slides vertical videos into the Live Stories they produce on a daily basis. Think TV advertising on a mobile scale.

Local: Geofilters are overlay images that complement the messaging portion of the app whereby users in specific geographical areas have access to different custom filters.

Thoughts on the future of mobile video advertising? Share them below!
Follow Tyler on Snapchat

This is a Snapcode. If you scan it, you will follow me. Reading this article from a desktop computer? Turn on the Snapchat app and hold your phone up to this Snapcode as if to take a picture. If you are reading this from a smartphone, then take a screenshot of the Snapcode and upload it in the "Add Friends" view on Snapchat.

Tyler has over 7 years of social and digital media experience helping small and large businesses establish their online marketing goals and helping companies exceed these initiatives. He also enjoys watching MMA and spending time with his family. Follow him on Twitter for a combination of mixed martial arts and digital marketing tweets.

# data[].attributes.attachment_link.title
Snapchat Introduces 3V Advertising: Vertical. Video. Views.

# data[].attributes.attachment_link.description
Snapchat introduces 3V advertising: Vertical. Video. Views. Built for mobile. Designed for millennials, by millennials who really care about " not being creepy." I call it Snapvertising. Snapvertising is Snapchat advertising. Snapchat calls it 3V advertising. It reminds me of television ads. Just on a smaller scale and with a different orientation.

# data[].attributes.body
green shows growth to the world if we go green we will grow health and better for the environment.

# data[].attributes.attachment_link.description
A representation of sustainabilityshowing how both economic and Scheme of sustainable development: atsocietal values are constrained by the confluence...