Q2e Listening & Speaking 2: Unit 2 Video Transcript

Color Branding Transcript

Herbert: Color defines an image of a company. It's the single most important
ingredient that will let a company update1 their image or their
collections.

Reporter: Lisa Herbert is Executive Vice President at Pantone, the company that
defines the color standard for most of the world's corporations.

Reporter: Whether it's UPS brown or Home Depot orange, companies use color to
connect with consumers, and it’s Pantone's job to keep it consistent.2

Herbert: If you see a product on a shelf and that color appears faded3 or not true
to the original color, you're going to think that that's an older product
and, therefore, it's not going to sell.

Reporter: Helping clients select their defining shade is Pantone's very own color
guru.

Eiseman: It's extremely important for companies to get the color right on.4

Reporter: Leatrice Eiseman is a color psychologist and author of several books

about using and communicating with color.

Eiseman: Blue is a color that we see used corporately5 a lot and, of course, blue
says to most people it's something is very dependable, very trustworthy.
Why is that? It's because in the human mind, we always connect blue
with the color of the sky on a good day.

Reporter: But how would we feel if the everyday colors of our lives were not the
same? If a red traffic light no longer meant stop? If a New York City taxi
cab suddenly wasn't yellow? What does yellow do for us? Why do we like
yellow cabs?

Eiseman: Well in addition to it being a high visibility color which is important and a
safety color, it's also a friendly color. It's a color that says, "Look at me.
Pay attention to me."

1
update: to make something more modern
2
consistent: always behaving in the same way
3
faded: to make something paler or less bright
4
right on: correct, accurate
5
corporately: relating to corporations

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