The pink vs green art direction in Wicked is genius. - It represents the moral question of the film. - it forces audiences to choose sides, even when buying merch. CTA!! - it’s a scalable visual device that bridges languages globally. - and super simple to execute across mediums and channels for the hundreds of marketing partners that participated And the way our associations with those colors have changed over time makes the meaning even richer. Good isn’t always good. Wicked isn’t always wicked. What else have noticed about the art direction of @Wicked: For Good? @Universal Pictures #wickedforgood #artdirection
@jason_swetTranscript
The art direction of good versus wicked, yes the marketing is insane but one thing jumped out immediately, the visual language pink versus green. Why is this so powerful? A clean almost graphic split that communicates the whole story question visually. What's good and what's wicked? What's interesting is that this pink green binary isn't really a Broadway original, but it's a pretty smart art direction choice for the film bridging the production design and marketing by assigning color sides the marketing turns a moral dilemma into an instant visual language because color is one of our oldest cultural codes green can mean nature rebirth and healing but also envy, poison, sickness, outsider, pink one's signified masculinity then flipped to sweetness, innocence, purity meaning our associations with color are not fixed they're socially created and that's what makes this art direction so good not only is it leveraging a universal language that scales it makes it so much easier for the team to brief in marketing partners across the globe and retain that consistency but the very fact that green doesn't always symbolize wicked well that mirrors the story's thesis good isn't always good and evil isn't always evil what else did you spot that might add to this conversation
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