Colours, too, add to a harmonious impression. They are organised in restrict- ed colour schemes, or – as they are sometimes called – colour palettes. These restricted colour combinations make use of mostly monochrome compositions, only incidentally setting colour contrasts on small areas, and function as codi- fications of an exquisite taste, underlining the luxurious touch of the commod- ity. In fact, with one exception, 8 all the commercials mentioned above clearly follow this strategy, as opposed to gaudy, screaming, and saturated colours for lower cost products
