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Chromatica is a drug prescribed to individuals who have chromaphobia: the fear of colors. The logo and the ad emphasize the tagline, "live life vividly again," through the juxtaposition of a hazy, black and white photograph and bright, crisp spots of color. In addition, the product information was placed on the back of the ad in order to draw more attention to the subject on the front and gain the viewer's curiosity of what this product is used for.