Color is a powerful tool in creating emotional responses. When used properly, the right color choices can calm or aggravate depending on the situation. Studies have even shown that married couples will fight more and babies cry more often in a room that is painted yellow. The emotional response this particular advertisement evokes is one of irritation. The bright hues of both the blue background and the hot pink clothing are in visual conflict. Hue is the element of a color that provides its expressive aspect; therefore, the harsh feel of the ad can be directly linked back to the misuse of hue. The eye is overwhelmed without balance of varying hues. The cyan blue is on the same side of the color wheel as the shirt’s magenta. This close proximity makes the two colors fight against each other. For an image with such excessive amounts of empty space this has disastrous effects for the advertiser. Their goal of creating a lighthearted summertime look was diminished when they missed the mark on color choice. Even the white type has a flaw in its coloring. Against the unforgiving blue the viewer must strain to read the text. This was most problematic with the KOHL’S logo which should be what the consumer takes away from the ad. The white type was placed half way over a white striped shirt and the blue background. This makes it go almost completely unnoticed. The brand name, New York laundry, is lost in the visual clutter as well. The advertiser’s goals of convincing the consumer to go to KOHL’S and buy the New York laundry are null and void if one cannot even read the words.
