THE ROLE OF COLOUR IN SUCCESSFUL FUNDRAISING CAMPAIGN

Abstract

Colour many a time has been in the focus of research of scholars, who not only defined its physical properties but accentuated possibilities of its practical application. As far as colour implies visual communication, it is widely used in marketing, namely in different materials attracting the attention of potential clients, i.e. mainly in advertisements of any kind. The article presents the results of the analysis of the colour semantics in Unicef's promotion materials focusing mainly on psychological aspect and symbols of colour. We claim that proper use of colour and its combination considerably influences fundraising campaigns and makes their management successful.

Keywords

• Keywords: Management
• Marketing
• Colours
• Advertisement
• Campaign
• Unicef.

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