Human brain receives signals faster through eyes rather
than ears. Visual appearance is supposed to be more appealing when compared to
any other senses, no matter what the medium of presentation is. So, there are
methods by which one can increase the visual appeal. Other senses facilitate
visual appeal, and are also important to concentrate on.
Typical example is color when accompanied with audio, and
writing. According to a study, big budget companies spend billions in the color
market research, which helps in product and packaging development. Color, along
with content, helps to pertain the interest of the visitor and makes him surf
the website longer. A colorful article will make the reader read it till the
end. Color makes things look more amiable.
Colors are known to influence the behavior of a person. Like
blue color is said to have a relaxing effect. Red represents passion and love.
A dating website can have red as the background color. Fast food restaurants
have bright picture of food beautifully decorated pasted on the walls. This
tempts the taste buds of the customer and the customer pounces on the food,
eats and leaves quickly. And this is exactly the reaction expected.
Light effects can also be used to play with the mind of the
on-looker. Advertisements, especially for food products, have strategically
placed lights. The light effects trigger the hormones in the brain, which
increases the hunger. If the same is placed in a slightly dim light, it won’t
be equally tempting.
Countries around the world have different cultures that
relate a color to an occasion or emotion. Climatic conditions also attribute to
this. Like in America, people relate black to death and where as in Asia, white
is related to death. People living near the equator like warm colors and people
living nearer to the poles like cold colors.
It’s a must for an advertiser to have the knowledge about the
colors and what they refer too. Black stands for elegance, sophistication,
seduction and mystery. White stands for peace, pure, clean, mild and youthful.
Gold stands for prestige, luxury and elite. Silver stands for prestige,
scientific and cold. Yellow stands for warmth, happiness and cheer. Orange
stands for warmth, playfulness, and vibrant. Red stands for love, excitement,
strength, passion, and danger. Pink stands for nurture, sweet, soft, and
security. Green stands for nature, fresh, fertility and abundance. Blue stands
for cool, trust, belonging and reliability. And lastly Purple stands for spiritual,
royalty, and dignity.
From the advertiser’s point of view, we can conclude that
colors can determine the shopping habits of customers. Black, blue, red and
orange attract impulsive buyers. Smart shoppers are attracted to pink, light
blue and navy blue colors. Companies use colors in logo, advertisement, etc.,
to pass the right message to the customer. Wal-Mart advertise has a navy blue
background and its catch line is “We sell for less”, which means smart
customers are their goal. Mercedes has a silver logo, true to its class.
Before designing an advertisement, the targeted customers
should be recognized and the advertisers shouldn’t use the colors that are
their personal favorites but according to the ad campaign. Advertisement for
children should have bright and vibrant colors. Yellow, red, blue and green,
which are the primary colors, are the colors, which attract the children, which
is why parents buy those colors for their kids. These colors represent warmth,
sweetness, trust, reliability, playfulness and security.
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