Color plays an important role in branding and advertising as it is immediately noticeable and affects a persons mood or perception. One color that no one mentioned so far is white. I think it is extremely important how a company uses white and blank space in their ad. Apple is one company that often uses white. It gives off a clean, modern image. Also white is surprisingly noticeable and draws your attention – for example if you are in Times Square and everything is busy and colorful, you are more likely to notice a large white ad. This is a critical idea for advertising — its not just what is present in the ad (color) but also what is NOT there (white and blank space) that can send an equally loud message.