Feeling blue?

A couple of weeks ago I posted ChatBox’s answer to how and why drug companies direct television ads to consumers. All of it rang true (check it out if you missed it earlier — fascinating) but the discussion of the use of color made me aware of how prevalent the tactic is and I can’t help seeing it in every drug ad that interrupts football games. All blue, all the time. Watch the ad for Wagovy I’m posting below; you’ll grow tired of counting the number of blue shirts, jackets, pants, and backgrounds.

4. Color and Symbolism

You’ll often see:

• Pastels and natural light – signal safety and serenity.

• Soft blues and greens – associated with healing and trust.

• Warm family scenes – subconsciously evoke belonging and care.

• Repetition of the pill’s color in clothing or props – creates subtle brand memory (like a woman’s scarf matching the pill).