学术论文代写-广告中颜色的重要性

15 7月 学术论文代写-广告中颜色的重要性

学术论文代写-广告中颜色的重要性

因此,颜色被用作一个重要的营销沟通工具,因为颜色与广告产品有着强烈的象征联系。它是视觉记忆的一种形式。广告的观看者通过广告保留了产品的视觉记忆,并因此形成联想,如其象征意义的使用和日常功能的使用。颜色的联想可能是由简单的元素,如背包,运动鞋,家居用品等。了解颜色影响的公司会雇佣所谓的颜色顾问。这些顾问是理解颜色和个体之间关系的专家(Ogden et al., 2010)。Singh(2006)的研究表明,这种对颜色和广告的关注是最终的要求,因为大多数时候,当一个潜在的买家看到一个产品时,他们会在很短的时间内做出购买该产品的决定。60%到90%的购买决定通常是在看到手机广告的几分钟内完成的(Singh, 2006)。
因此,为手机设计正确的配色方案是绝对必要的。Wichman等人(2002)在《颜色的影响以及为什么营销人员在广告和包装展示中绝对有必要关注这个方面》一书中指出,颜色有助于广告的浏览者将图像保留在他们的记忆中。广告与中性色可能不会导致图像的印在观众的记忆,另一方面当一个人的观点等图像的彩色的,有特别吸引人的在上面讨论的配色方案之后,他们可能会保留它更好。研究人员认为,这可以提高他们的识别能力、记忆力,还可以增加受试者的注意力(Wichmann等,2002)。颜色在人的心理过程和考虑购物行为中起着至关重要的作用。考虑到人的心理图形,理解颜色也很重要。

学术论文代写-广告中颜色的重要性

Color as such is made use of as an important marketing communication tool because of the strong symbolic associations that color has with respect to the product advertised. It is a form of a memory visual. The viewer of the advertisements retains the memory visual of the product by means of the advertisements and hence forms associations as in the case of its symbolic use and functional everyday use. The color association might be made with simple elements such as that of a backpack, a sneaker, a furnishing for the house etc. Companies which understand the impact of colors hire what are called the color consultants. These consultants are experts in understanding the associations that can be made with respect to color and the individual (Ogden et al., 2010). Singh’s (2006) research indicates that this focus on color and advertisements is a ultimate requirement because most times when a potential buyer looks at a product then they would make the decision to buy the product within a short span of time. Sixty to ninety percent of decisions to buy a phone is usually done within the few minutes of seeing the advertisement for the phone (Singh, 2006).
So having the right color scheme for the phone is an absolute necessity.Wichman et al (2002) in arguing for the impact of color and why it is absolutely necessary for marketers to focus on this aspect in advertising and package presentations in advertisements, states that color would help the viewer of the advertisement to retain the image in their memory. An advertisement with neutral colors might not result in the imprint of the image in a viewer’s memory, on the other when a person views such an image as that of colorful ones, with specially appealing ones as in the case of the color schemes discussed above then they might retain it better. Researchers argue that this improves their recognition, the memory and also increases the subject attention (Wichmann, et al., 2002).Color plays a crucial role in the psychological processes of the person and in considering shopping behavior. Since the psychographics of the person are considered, it is also critical to understand the color.

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