The Use of Color Term in Branding, a Multimodality Case

  • Ni Kadek Armaeni bali Indonesia
  • I Made Rajeg Denpasar, Indonesia

Abstract

Branding is the activity that involving pictures, shapes and colors reflecting the excellence of a product. In every brand colors play important role to make a brand stands out. The color was chosen in order to represent certain meaning and called as color term. the purpose of this article is to find out the color chart that is used in order to determine the meaning of each colors as well as the colors represent in the branding. The Badung Regency Tourism Branding is one of branding that play with color terms. This brand was analysed by applying the psychological aspects of color (Birren,2013) compare with the chart proposed by the Tourism Minister of Republic of Indonesia and the multimodality definition proposed by Kress and Van Leeuwen (2001). The analysis showed that the brand applying more than one semiotic modes and each modes shows certain meaning.

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Author Biography

Ni Kadek Armaeni, bali Indonesia

Staff of Doctor Linguistics Postgraduate Udayana University

References

Darmawan. Yoke.2018.Laporan Kegiatan Brand Strategy.Public Relation Marketing Communication Human Resources Branding Consultancy.Denpasar
Faber.Birren.2013.Color Psychology and Color Therapy.Citadel Press. New Jersey
Kress G, and Van Leeuwen T.2001.Multimodal Discourse:The Modes and Media of Contemporary Communication.London,Routledge
Ministry of Tourism Republic of Indonesia.2016.Pedoman Aplikasi Brand & Design.Brand and Design Application Guidelines.Ministry of Tourism Republic of Indonesia.Jakarta
Peraturan Bupati Badung Nomor 54 Tahun 2018 tentang Branding dan Tagline Pariwisata Kabupaten Badung
Undang Undang Republik Indonesia No. 10 Tahun 2009 tentang Kepariwisataan
Yang. Yang.2016.A Social Semiotic Approach to Multimodal Discourse of the Badge of Xi’an Jiaotong University.School of Foreign Languages, Chan’an University. China
https://www.tailorbrands.com/logo-maker/what-is-a-logo
LearnMarketing.net. Brand Definitions, Brand Strategies, Brand Equity. https://www.learnmarketing.net/branding.htm
Published
2021-01-31
How to Cite
ARMAENI, Ni Kadek; RAJEG, I Made. The Use of Color Term in Branding, a Multimodality Case. e-Journal of Linguistics, [S.l.], v. 15, n. 1, p. 40-46, jan. 2021. ISSN 2442-7586. Available at: <https://ojs.unud.ac.id/index.php/eol/article/view/67457>. Date accessed: 19 june 2021.
Section
Articles