A YELLOW COLOR THEY CALL "YELLOW"
Those "old media" people are getting creative again!  At the cost of a
(quite reasonable!) $40 million paid for consulting services to ad agency
TBWA Chiat/Day, the ABC television network has decided to use yellow as the
theme color to announce its new season.  An ABC marketing vice president
says:  "One of the things we found out in our research about yellow is that
people tend to notice it faster, but also they tend to like it.  And it's a
color that is more soothing and people tend to think that -- you know, I
think that when you see it, it's so distinctive that the idea is -- there
are a lot of channels out there and if we can break through, that's great."
Columnist Maureen Dowd of the New York Times quotes Lee Clow, the chairman
of TBWA Chiat/Day (whose resume says he is an "artist, who happens to be in
the advertising business") as saying: "What do we call this yellow -- we
call this yellow color 'yellow.' . . . It seemed to have kind of an urgency,
but also a fun to it.  Yet it was -- it just seemed like a different color
than you kind of expect from a big network launching a season. When we
approached the whole problem, it was kind of like, well, let's try not to
look like every network has looked every year, and we came up with yellow."
(New York Times 23 Jul 97)

	---from Edupage, 24 July 1997