Tone is being shown in both of these images by focusing on the contrast of the red and the black. The shoes are the same version in both images yet the tones of the images are different mearly by presenting the player doing different things. The top image has a very dynamic tone because the player is flying through the air with his classic tongue hanging out. While the bottom image has a very relaxed tone and if he has just finished a great work out and now its time to slow it down. Color is being utilized in this product by having all of the color schemes resemble Michael Jordan's team colors. Red, black, and white are used in various color patterns to achieve new shoes looks while still keeping the same actual shoe intact. This is also a great marketing strategy because you can sell more products by simply rearranging the colors. The strategy of understanding why those colors work so well can be understood by seeing red and black and key components of the color wheel. By contrasting these two colors it makes the other one pop out at us.
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