PART ONE:

Supreme’s use of colour and typography

Brand Imagery is created in many ways, Colour is suggested as the most important as it conveys a brands mood (Best, 2017) an explanation for effect of colour on moods and emotions is the Psychology of colour it shows the positive and negative connotations that are attached to colours for example red hold negative connotations of Anger and danger where its positive connotations are power and strength.

A brands logo in which depicts these connotation’s if the well-known designer brand Supreme, there have a very wellknown logo of red and white the connotations of the colours used in their logo is reflected by their reputation in the fashion industry holding a strong place as one of the most popular street wear high end designers. Using text in a burst of colour can make it more and the most prominent in (Saltz, 2009) hierarchy of elements depending on factors this is reflected on Supremes website where they logo is places centred on the landing page on a black background giving the effect of contrast, Display Type is more likely to attracts the reader’s attention quicker

PART TWO:

Stella McCartney’s use of visual channels to convey brand values.

The eponymous luxury fashion house Stella McCartney is renowned for their continuing growth in sustainability as this is one of their main incentives when producing their products, as a brand its narratives are noticeable portrayed through its visual channels as well as utilising “emotional power of advertising” This is an effective way of advertisement as humans tend to retain information better in the form of a story (Schank, 1999) Story telling within advertisement stimulates consumers emotion and they relate with their own life experiences. (I.e., Escalas, 2006),’ (Kang et al, 2018, p47). Stella McCartney effectively does this, Stella McCartney have a wide spread of visual channels, from its in-store experiences, its website, campaigns right up to its runways shows. From previous campaigns is evident that the brands values and priorities are visible when watching their campaigns an example of this is its winter 2017 campaign film where depicted is models walking through different terrains of the environment using contrasts of long grass fields full of wild life to landfill this can be interpreted that there representing the life cycle of clothes along with reinforcing the thoughts of shopping consciously with sustainability in mind and as the models are dressed in Stella McCartney it promotes how available sustainable clothes are when shopping with Stella McCartney.