The Use of Color in Advertising. How does the use of color influence consumer behavior?
Tarasova, Anastasiia (2024)
2024
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https://urn.fi/URN:NBN:fi:amk-202404045659
https://urn.fi/URN:NBN:fi:amk-202404045659
Tiivistelmä
The purpose of this study was to determine the effectiveness of color usage in advertising and show the influence of color on consumer behavior.
The quantitative research method was used in this study. A survey was distributed to 50 business students from various universities through messengers, emails, and chat groups.
The survey results showed that certain colors have an impact on emotions, associations, perceptions and how brands are recognized. These discoveries provide understanding of how color selection in marketing influences consumer reactions and brand image.
The author recommends that for brands to leave a lasting impression they should focus on simplicity and clarity. Although staying updated with the trends is important for brands, but they still have to keep their uniqueness and identity.
The quantitative research method was used in this study. A survey was distributed to 50 business students from various universities through messengers, emails, and chat groups.
The survey results showed that certain colors have an impact on emotions, associations, perceptions and how brands are recognized. These discoveries provide understanding of how color selection in marketing influences consumer reactions and brand image.
The author recommends that for brands to leave a lasting impression they should focus on simplicity and clarity. Although staying updated with the trends is important for brands, but they still have to keep their uniqueness and identity.