Psychology of color in advertising
Posted: Tue Feb 18, 2025 4:24 am
Author: expert Rudolf Ivanovich Mokshantsev, Doctor of Economics, Novosibirsk State Academy of Economics and Management.
Psychologists have established that a color-balanced environment attracts, creates a creative atmosphere, calms and improves sri lanka whatsapp data between people. Color significantly affects the psycho-intellectual state of a person. Colors appeal to feelings, not to the logic of a person, namely:
— evoke a psychological reaction:
— emphasize quality, mood, feeling; create a warm or cold environment; reflect the seasons, etc.;
— have physiological consequences, as positive or negative optical stimuli;
— touch the senses: satisfaction, pleasant appearance, etc.;
— <appeal> to the senses: give volume to the environment and objects.
As special studies show, 80% of color and light are absorbed by the nervous system and only 20% by vision.
There is a certain relationship between the color scheme of advertising and natural human perception. It has been reliably established that each color evokes subconscious associations .
When you see good advertising films, leaf through booklets, look at posters, you certainly pay attention to the expressiveness of color and spatial solutions. Everything is thought out to the smallest detail. Everything is very beautiful, everything works towards the goal - to attract attention, to interest in the advertised product. Color and form have an emotional impact on a person.
Color can attract and repel, instill a sense of calm and comfort, or excite and disturb.
The influence of color on consumer choice can be illustrated by the following experiment. Housewives were given four cups of coffee to taste, standing next to brown, blue, red, and yellow boxes. The coffee in all the cups was the same, but the tasters did not know this. Results: 75% of the subjects noted that the coffee standing next to the brown box, in their opinion, was too strong. About 85% of the subjects considered the coffee standing next to the red box to be the most aromatic and delicious. Almost everyone claimed that the coffee standing next to the blue box was mild, and the one standing next to the yellow box was weak.
Psychologists have established that a color-balanced environment attracts, creates a creative atmosphere, calms and improves sri lanka whatsapp data between people. Color significantly affects the psycho-intellectual state of a person. Colors appeal to feelings, not to the logic of a person, namely:
— evoke a psychological reaction:
— emphasize quality, mood, feeling; create a warm or cold environment; reflect the seasons, etc.;
— have physiological consequences, as positive or negative optical stimuli;
— touch the senses: satisfaction, pleasant appearance, etc.;
— <appeal> to the senses: give volume to the environment and objects.
As special studies show, 80% of color and light are absorbed by the nervous system and only 20% by vision.
There is a certain relationship between the color scheme of advertising and natural human perception. It has been reliably established that each color evokes subconscious associations .
When you see good advertising films, leaf through booklets, look at posters, you certainly pay attention to the expressiveness of color and spatial solutions. Everything is thought out to the smallest detail. Everything is very beautiful, everything works towards the goal - to attract attention, to interest in the advertised product. Color and form have an emotional impact on a person.
Color can attract and repel, instill a sense of calm and comfort, or excite and disturb.
The influence of color on consumer choice can be illustrated by the following experiment. Housewives were given four cups of coffee to taste, standing next to brown, blue, red, and yellow boxes. The coffee in all the cups was the same, but the tasters did not know this. Results: 75% of the subjects noted that the coffee standing next to the brown box, in their opinion, was too strong. About 85% of the subjects considered the coffee standing next to the red box to be the most aromatic and delicious. Almost everyone claimed that the coffee standing next to the blue box was mild, and the one standing next to the yellow box was weak.