Color can attract and repel, excite or give a sense of peace and tranquility. Colorful hues are not addressed to the mind, but to the feelings of a person. Any color causes subconscious associations in us and affects the psycho-intellectual state of a person. The psychology of advertising perception is based on the use and combination of different colors. Read more about this.
Not so simple
Color solutions in advertising are closely dependent on the natural perception of a person of certain shades. Psychology of outdoor and television advertising is based on general medical, physiological and psychological characteristics of color. Let's consider some of them:
- red. Warm and irritating, stimulates brain activity. Red - a symbol of danger and prohibition, keeps a person in suspense. Red people prefer emotional and amorous. In commercials often combined with turquoise or gray;
- Orange. A cheerful shade, creates a sense of well-being and contentment. It is often used in combination with blue, which makes the perception of the advertised goods more "warm";
- yellow. Attracts attention and is remembered for a long time. Causes hunger, improves appetite. Brightness of this color can cause disturbances of psycho-emotional character, therefore it is better to apply it in combination with green;
- green. Balances, relieves stress and fatigue. The shades of green represent freshness and naturalness. In order not to cause a person to feel a certain emptiness, most often used in combination with white or blue;
- blue. Used in advertising medicines. Causes a feeling of lightness;
- blue. Gives inner strength and creates harmony. Allows you to relax and fight stress. The color itself is cold;
- purple. It resolves the internal conflict, beneficially affects the heart, blood vessels, increases the endurance of the body. Used in conjunction with green or turquoise;
- Black color symbolizes strictness and solidity.
The psychology of form in advertising, like color, affects the emotional perception of a person. Geometric shapes that differ in their simplicity (square, circle, triangle) are more quickly perceived by the viewer and better remembered.
The social psychology of advertising is to create an effective "send". The main goal is to create and attract potential and real consumers of advertised goods.
The psychology of color perception in advertising, whether we like it or not, dictates our rules when choosing a particular product. This is exactly what the customer of the promo clips expects, he is the producer.