The psychological effect of choosing colors in advertisements on stimulating human interaction

Document Type : Original Article

Authors

1 Faculty of Applied Arts, Benha University

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

3 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

Abstract

colors have visual differences, spectrum, brightness, and saturation, all of which contribute to the effectiveness of advertising campaigns. Different color systems evoke different emotional responses and associations. Warm colors like red, orange, and yellow are associated with energy and excitement, while cool colors like blue and green evoke calmness. Advertisers strategically choose colors to convey specific concepts or messages and capture the attention of their target audience. the connection between colors and emotions, categorizing them into warm, cool, happy, sad, and calm colors. It highlights the importance of color interpretation in conveying psychological messages in advertisements. The use of color can communicate functional aesthetics, symbolic meanings, and evoke specific emotional and physiological responses in viewers. Red is associated with passion and energy, yellow with optimism, and blue with stability. Vividness, the contrast between light and dark shades, plays a role in capturing attention and creating a sense of urgency or sophistication. By understanding the emotional impact of different colors, advertisers can strategically utilize color to effectively convey their message and engage their desired audience. color is a powerful communication language recognized globally, and its usage in advertising aims to encourage consumers and convey the intended message effectively.

Keywords

Journal of Textiles, Coloration and Polymer Science

Articles in Press, Accepted Manuscript
Available Online from 28 February 2024

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History

  • Receive Date: 31 December 2023
  • Revise Date: 23 February 2024
  • Accept Date: 28 February 2024

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