Effects of Colour as an Executional Cue in Print Advertising

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with the university.

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ABSTRACT

This research study is an attempt to explore the effects that colours have on print advertising. Colour is comprised of visible light; objects absorb different wavelengths and the colour that we see is the unabsorbed light reflected back to the eye. As light enters the eye, it interacts with receptors in the retina (also referred to as cones) to produce vision and colour. These receptors send information via the optical nerve to the thalamus region of the brain, where all sensory impulses converge; synapses fire and information is then sent to the visual cortex. In effect, the eyes and optical pathways merely transfer light information to the brain where sensory experiences of colour are interpreted. This research study has adopted a secondary research approach. The previous relevant literature on the subject has been reviewed and an analysis has been provided on it. Colours have a significant impact on the

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

LIST OF FIGURESVII

CHAPTER 01: INTRODUCTION1

1.1. Background of the Study1

1.2. Aims and Objectives6

1.3. Research Questions6

1.4. Significance of the Study7

1.5. Layout of the Dissertation7

CHAPTER 02: LITERATURE REVIEW8

2.1. Introduction8

2.2. Brief Overview of Colour8

2.3. Use of Colour in Marketing10

2.4. Conceptual model: How Colour Affects Consumer Behavior11

2.5. Colour Perception11

2.6. Foundations: Unconscious Biological and Emotional Reactions13

2.7. Learned Associations15

2.8. Culture Influences18

2.9. Influence of Trends and Fashion19

2.10. Importance of Context19

2.11. Assessment of Marketing Colour Literature20

2.12. Advertising23

2.13. Atmospherics25

2.14. Product Category Membership, Differentiation, and Novelty27

2.15. Package Design29

2.16. Logos30

2.17. Summary31

CHAPTER 03: METHDOLOGY33

3.1. Research Philosophy33

3.2. Overview of Research Approach33

3.3. Overview of the Secondary Research35

3.4. Advantages and Disadvantages of Secondary Research36

3.5. Informed Consent36

3.6. Confidentiality37

3.7. Participants37

3.8. Conclusion37

CHAPTER 04: DISCUSSION AND ANALYSIS38

4.1. Questionnaire Analysis38

4.2. Discussion53

4.2.1 Colour56

4.2.2. Visual Advertising58

4.2.3. Visual Images in Advertising63

4.2.4. How Colour in Advertising Images Is Processed65

4.2.5. Various Methods of Examining visually based Advertising67

CHAPTER 05: CONCLUSION AND RECOMMENDATIONS70

REFERENCES72

Questionnaire75

LIST OF FIGURES

Figure 1: Gender38

Figure 2: Age39

Figure 3: How much money you will spend per month?40

Figure 4: Coloured advertisement appeals you more than the black and white advertisement41

Figure 5: You prefer to buy products which have coloured advertisements42

Figure 6: You prefer to see colored ads more often43

Figure 7: You find black advertisement boring and dull45

Figure 8: Generally, you don't bother to look at black print ads46

Figure 9: Coloured advertisement gives meaning ...