ngha ca mu sc trong thit k thng hiu

Mt ci hp Tiffany c mu g? Mu xanh ngc ca

v trng chim robin. Tt c cc hp ca Tiffany u
xanh ngc. Nu Tiffany dng nhiu mu khc trn
v hp th h mt c hi tuyt vi tng cng
ci tn thng hiu vi mt mu r rt.

Mt thng hiu nn dng mu sc tri ngc vi

mu sc ca thng hiu cnh tranh.
Mt cch khc lm ni bt thng hiu l dng
mu sc. Nhng mu sc khng phi l thuc tnh d
dng. C hng ngn t ng chn nhm to ra mt
ci tn c o, nhng mu sc th khng nhiu.
C bn l, c 6 mu (, cam, vng, xanh l, xanh
dng, tm). Tt nht l chn mt mu thi t 6 mu
chnh hn l chn mt mu trung gian hoc mt mu
pha trn. Nhng chn mu no?
Hy nh rng tt c cc mu u khng gy tc ng
nh nhau i vi mt ngi xem. Cc mu v pha

mu ca quang ph th hi tp trung vo pha

trc vng mc. Do khi bn nhn mu , th n
c v di chuyn n trc mt bn.
Nhng mu pha mu xanh ca quang ph th hi
tp trung vo phi sau vng mc. Do mu xanh
dng c v di chuyn xa bn.
V cc l do vt l ny, mu l mu c nng lng
v gy kch thch. l mu p vo mt bn v
l l do ti sao 45% cc quc k trn th gii u c
mu . (Xanh dng l mu ni bt th nh. Mu
xanh dng c trong khong 20% cc quc k trn
th gii.)
Xanh dng l mu tng phn vi . Xanh dng
to cm gic an bnh, yn tnh. Mu ca s nhn tn,
nhn nha.
Trong th gii ca thng hiu, mu l mu c
tnh cch ca ngi bn l, thu ht ch . Mu xanh
dng l mu c tnh cch ca tp on, to ra s
bnh n.
VD: Logo Coca-Cola mu , logo IBM xanh dng.

Cc mu kia l mu trung gian. Mu cam gn hn

xanh dng. Xanh l cy gn xanh dng hn .
Mu vng l mu trung tnh. Nhng v n nm chnh
gia phm vi cc di song m mt bn c th pht
hin c, cho nn mu vng cng l mu sng
nht. Do mu vng c dng trong cc bin bo
hy ch nh n giao thng mu vng, cc ln
sn mu vng, cc bin bo mu vng.
Bao nm qua mt s mu mang s c

tnh.

Mu trng thanh khit (th d o ci mu trng)

Mu en sang trng (th d nhn chai ru

Johnnie Walker Black Label)

Mu xanh dng l dn u, lnh a

Mu ta l vng gi, qu tc

Mu xanh l cy l mu ca mi trng v sc

kho
Khi chn mt mu cho mt thng hiu hoc mt
logo, cc nh qun l thng tp trung vo tm trng
m h mun thit lp hn l ci bn sc c o m
h mun to ra. V khi tm trng c xem l quan
trng, th cc yu t khc b b qua.
Cc lnh o cng ty c s la chn trc ht. Ni
chung, mu tt nht chn l mu tng trng cho
chng lai nhiu nht. John Deere l thng hiu
hng u v my cy. Bn c ngc nhin khng khi
John Deere dng mu xanh l cy-Mu ca cy c,
rung ng- lm mu biu tng ca thng hiu?
Mt cng ty my cy Brazil yu cu chng ti
ngh gim mt tn thng hiu v mu sc ca n.
Chng ti chn ci tn Maxion lm tn thng hiu v
n c v truyn t c sc mnh, mt c tnh

ch yu ca my cy. Nhng mu cho ci thng

hiu my cy mi toanh ny nn l mu g y?
Mu xanh dng c tt cho my cy khng? Khng,
nhng vic to ra bn sc ring th quan trng hn
vic s dng mu ng n.
Hertz, thng hiu u tin v dch v cho thu xe
hi, chn mu vng. Do Avis, mt thng hiu
hng nh trong lnh vc ny, chn mu .
Thng hiu National dng mu xanh l cy.
Ngi ta thng l lun mnh m rng cn phi chn
mt mu sc tri ngc vi mu m cc i th cnh
tranh sng s ca mnh chn. Khi bn l i ci
quy lut v mu sc th hn bn s lm i nh th.
Ci nc cola mu nu o . Cho nn hn 100 nm
qua ci mu hp l m Coca-cola chn cho
thng hiu l mu .
Pepsi xanh v Coca
Pepsi Cola th chn mu d t. H chn mu v
mu xanh dng lm mu thng hiu. Mu
tng trng cho mu nc cola, cn mu xanh

dng phn bit vi mu thng hiu ca CocaCola. Bao nm qua Pepsi chin u vi mt phn
ng km l tng i vi chin lc mu sc ca
Coca-Cola.
Bn hy ni thc nh. Trong tm tr ca bn, chng
phi th gii c v ngp trn cc biu tng mu
ca Coca-Cola hay sao? V to ra qu nhiu biu
tng ca Pepsi-Cola chng phi l kh khn hay
sao? Pepsi c mt , nhng vic thiu mt mu
sc c o to s khc bit khin Pepsi chm lm
trong i dng mu ca Coca-Cola.
Gn y Pepsi sng ra mt cht, khng sng mt
th sng mu. H ang thc hin ci m l ra h
phi thc hin cch y 50 nm. Hy lm cho mu
sc thng hiu tri ngc vi mu ca i th cnh
tranh.

Pepsi chn mu xanh dng c nht. Mt loi Pepsi

mi ra i Pepsi Blue (Pepsi Xanh c ln ln cn
st Vit Nam nhng nhanh chng bin mt bi t ai
ngh c th ung c ci mu xanh khng t nhin
y). Pepsi thm ch cn chi sang, sn mu xanh
dng cho mt chic my bay siu thanh Concorde
ch ci thng ip mu xanh i ti cc nh my
ng chai nc gii kht ny khp th gii.

Hy lm tri ngc, Kodak mu vng th Fuji mu

xanh l cy.
Mu vng (nh trong Golden Arches) cng l mu rt
phn bit ca McDonalds, mc d ci logo thc s

ca n hu nh mu . Nhng Burger King mu g?

i
Burger King sai lm khi chn mu ca hamburger
thay v chn mu tri ngc vi mu ca cc i th
cnh tranh sng s ca mnh. Burger King kt hp
mu vng ca v bnh hamburger vi mu cam
ca tht. Mt logo gn gng nhng chn mu sc t
hi.

Budweiser mu , vy Miller nn chn mu g?

Mt trong cc rc ri m Miller gp phi l h tung ra
th trng qu nhiu chng loi sn phm n ni
chng hy dit mu sc nhn dng thng hiu.
phn bit cc chng loi sn phm ca mnh,
Miller dng mt di mu phi hp. Do h
mt c hi phn bit h vi Budweiser, i th
cnh tranh ln nht ca h.
Hy ngh n mu sc khng th nhm ln trn v
hp n trang Tiffany. Bng cch chun ha mt mu

duy nht v dng mi sut bao nm qua, bn c th

to ra mt s hin din mnh m v phng din th
gic trong ci th gii ri tung ny. Vo ma ging
sinh, mi thng hiu, mi ca hng u dng mu
xanh l cy v mu (2 mu c trng ca Noel)
trang tr, t M&Ms n Macys. Tuy nhin,
Tiffany&Co. vn c dng mu xanh dng, v h
thm ch cn ng ch hn khi tr thnh mn qu
t di cy thng ging sinh.
Cc b v m chng ngay khi h thy ci hp mu
xanh dng ca v trng chim robin. Khi cn m ra
h cng bit bn trong hp c ci tuyt vi g.
Trong khi mt mu n c lun lun l mu chin
lc tt nht cho mt thng hiu, i khi bn c th
to ra nhiu mu. Federal Express (FedEx), cng ty
giao nhn hng sut m hng u, mun cc
kin hng nm ni bt trn bn ngi nhn. Do h
kt hp hai mu gy sc l cam v ta.
Khi mt kin hng do FedEx giao n ni, ai cng
thy kin hng do FedEx giao n. N khc no

b qun o tm mu cam v ta trong i dng

mu xanh dng ca cc cng ty.
C dng mi mt mu qua bao nhiu nm c th gip
thng hiu khc su vo tm tr mi ngi. Bn hy
nhn ci mu vng ca Caterpillar, mu nu ca
United Parcel Service (UPS), mu ca Coca-Cola
v mu xanh dng ca IBM. Ci mu xanh dng v
i lm g cho IBM, th mt mu v i s lm th
cho thng hiu ca bn.
Theo