Psychology of the color of advertising in marketing and consumer psychology

Romeh, Rawan M.; Elhawary, Dalia M.; Maghraby, Toqa M.; Elhag, Aya E.; Hassabo, Ahmed G.

doi:10.21608/jtcps.2024.259025.1272

Psychology of the color of advertising in marketing and consumer psychology

Document Type : Original Article

Authors

¹ Benha University, Faculty of Applied Arts, Advertising, Printing and Publishing Department, Benha, Egypt

² National Research Centre (NRC), Textile Research and Technology Institute (TRTI), Pre-treatment and Finishing of Cellulose based Textiles Department (PFCTD), El-Behouth St. (former El-Tahrir str.), Dokki, P.O. 12622, Giza, Egypt

10.21608/jtcps.2024.259025.1272

Abstract

Color is the quality of objects that results from different types of light reflecting or emitting from them. Light is necessary for the perception of color. Certain colors reflect off of an item when light shines on it, whereas other colors are absorbed by it. Only colors that are reflected or bounced off of objects are visible to our eyes. It is divided into several types” Primary, Secondary, Intermediate, Complementary, Cool, Warm”. Therefore, scientists and those interested in marketing have found the importance of using the right color to attract and appropriate colors for the advertised product because color is able to describe the feeling, so it is necessary to understand the nature of color and its use in marketing and advertising. After understanding the nature of the color and analyzing it, it is possible to choose the right color that attracts the attention of the recipients, and this process is done after a number of researches and analyzes in terms of determining the type of consumer, whether male or female, and also the environment surrounding them, choosing the appropriate color combinations. After confirming this, a successful product will be obtained from the marketing and advertising point of view and ensuring the success of its stability in the recipient's mind and refer to it again.

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