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der colour as part of their strategies. Simply taking the colours of a particular logo, package, or product design from one market to another should only be done under a thorough understanding of how colours and the colour combinations are perceived in each location (Madden et al, 2000).

3.3) The power of colour

Individuals are often unaware of the tremendous influence colours have on then (Chenskin 1954).

Colour attracts attention mostly because they are more vibrant than black and white.

In regard to visual communication, there is power in the visibility of colour.

Colour attracts attention based on visibility(Cheskin 1954).

Colour seen from the greatest distance attracts the eye quicker. When testing for colour visibility ratings the colours are often presented on a gray background ( Cheskin 1954)

The maximum visibility and attraction power of a colour can be strengthened when it is used or placed with its compliment.

However, pure complementary colours vibrate making them difficult to view.

Mixing one colour with another even slightly changes the character of the first colour thus changing its power of visibility.

For example red mixed with a slight amount of blue will alter the visibility of the red.

Tests have demonstrated that colour has the power to increase the retention of an image in one's memory ( Cheskin 1954). In the market place image retention is an important factor in developing brand identity.

The trademark of a business, product, or service serves the purpose of getting consumers accustomed to seeing the trademark image associated with the business, product or service.

The trademark with the greatest retention power is considered the best brand identity builder and has the potential to gain popularity over its competitors.

In the market place, especially in supermarkets, highly visible colours placed on packaging play an important role in catching the consumer's eye. The purpose of colour in the marketplace is to catch the buyer's eye.

If packaging does not catch the buyer's attention there is little chance the product within the package will end up in the consumer's home ( Cheskin 1954).

3.4) Colour and perception

Research has revealed that certain colours spark specific brain activity and evoke emotions (Lukiesh 1925,Sharpe 1974)

A survey of current packaging designs suggests Lukiesh's, Schaie and Heiss' traditional colour associations appear to be evolving over time, but remain cited within academic research regarding colour associations.

For example, yellow green on food packaging was discouraged because yellow-green may be associated with spoiled or moulded food( Russel 1990) but based on yellow green is used on food packaging

Another example is the informal, societal yellow-coward association.

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