Public Relations & Social Marketing Insight

...Lens choices, camera angles, color palettes, editing rhythm, and more are all elements in a specific vocabulary created to best express the story.

Here’s the insight for color: instead of trying to map colors back to cultural associations (which are not fixed across all cultures, but change with every micro-culture), it’s better to assign meaning to each color and stick with it.

This trick works perfectly as long as you never break your own rules, unless, of course, the shock itself creates a greater truth....