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4.08
Color Palette: Combinations
White space and clean, monochromatic visuals are key
components of the brand. In advertising and other mass
communications, a monochromatic look is preferred where
a single color palette is used for copy, Monogram and
architecture. Example 1 shows an eff ective monochrome
look across mass advertising. Example 2 shows how this
monochromatic look is applied in direct response.
Note For DR, there is some additional fl exibility in color
use, as well as upcoming in-market testing to substantiate
the business benefi t of combining palette colors in DR
communications.
The same monochromatic
use of color in advertising
should be applied to DR.
Direct Response Communications
Version 2.0
Page 43
Example 1 Use of single color on a print ad.
GE
Water & Process Technologies
Very, very pure water.
With GE's Water & Process Technologies, industries not only bring water up to higher
standards of purity, they conserve billions of gallons of water every year. And when
it comes to the environment, that's a real blessing.
To learn more, visit gewater.com.
imagination at work
Example 2 Use of single color on a DR component.
GE Money
Mr. Bob Smith
V.P. Environmental Controls
ABC Company
123 AnyStreet
Anycity, NY, 10001
Get a loan from the
comfort of your home
Dear Mr. Smith,
Getting a loan can mean lining up, fi lling out forms and waiting days for a decision.
Not with GE Money.
We do the hard work for you ― and you don't have to leave the comfort of your home.
So if you've been thinking about a dream cruise, a kitchen renovation or sending your
children to university, it's easier than you think with a personal loan from GE Money.
Our most valued customers qualify for one of our best rates
ever ― 7.99% APR.
Applying for a loan is easy, and once your loan has been approved, it's easy to get
your hands on the cash too. We can simply make an Electronic Funds Transfer (EFT)
payment directly to your bank account and the money is there – ready for you when
you need it.
Three ways to apply ― by phone, online or mail back the
enclosed application.
Call 1.800.555.5555 or go online to gemoney.com/personal loans. You can also
mail in the enclosed application (we've paid the postage for you).
Sincerely,
Sara Brown
Manager, GE Money
P.S. This low 7.99% APR off er is
extended to you until March 31
st
so please consider this off er soon.
imagination at work
APR
7.99%
one of our lowest
―
rates ever
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