Color effects in print advertising: a research update (1985-2012)

Panigyrakis, George G.; Kyrousi, Antigone G.

doi:10.1108/ccij-12-2011-0072

Cited by 20 publications

(16 citation statements)

References 125 publications

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“…All video ads are taken from the Youtube site. Video advertisements that can stimulate the interest of the audience need to pay attention to several elements of color, for example, red [27]. In stimulating emotions, pink is often associated with optimism and happiness, while the orange color is one to excite sad emotions [28].…”

Section: A Data Acquisitionmentioning

confidence: 99%

Emotion and Attention of Neuromarketing Using Wavelet and Recurrent Neural Networks

Rasyid¹,

Djamal²

2019

EECSI

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One method concerning evaluating video ads is neuromarketing. This information comes from the viewer's mind, thus minimizing subjectivity. Besides, neuromarketing can overcome the difficulties of respondents who sometimes do not know the response to the video ads they watch. Neuromarketing involves information from what customers think is captured by an Electroencephalogram (EEG) device. Meanwhile, if the electrical signal information in the brain is corresponding to an understanding of one's psychology, it is called neuropsychology. This field consists of emotions, attention, and concentration variables. This research offered neuromarketing base on emotion and attention of EEG signal using Wavelet extraction and Recurrent Neural Networks. Measurement of EEG variable every two seconds while watching video ads. The results showed that Wavelet and Recurrent Neural Networks could provide training data accuracy of 100% and 89.73% for new data. The experiment also gave that the RMSprop optimization model for the weight correction contributed to higher correctness of 1.34% than the Adam model. Meanwhile, using Wavelet for extraction can increase accuracy by 5%.

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Section: A Data Acquisitionmentioning

confidence: 99%

Emotion and Attention of Neuromarketing Using Wavelet and Recurrent Neural Networks

Rasyid¹,

Djamal²

2019

EECSI

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“…Colours are the first things that viewers of an advertisement notice ( Panigyrakis and Kyrousi, 2015;Najafian and Ketabi, 2011 ), as they convey meanings that constitute the visual world ( Caivano, 1998 ). Different colours have the tendency to represent something other than simply the colours they portray and are primarily related to emotions ( Kress and van Leeuwen, 2006 ).…”

Section: Advertisements and Colour Elementsmentioning

confidence: 99%

“…Different colours have the tendency to represent something other than simply the colours they portray and are primarily related to emotions ( Kress and van Leeuwen, 2006 ). Colours create meaning within advertisements as well as contribute to evoking associated emotions ( Panigyrakis and Kyrousi, 2015 ).…”

Section: Advertisements and Colour Elementsmentioning

confidence: 99%

Advertising Effects? An Elemental Experiment

Pochun

Brennan

Parker

2018

Australasian Marketing Journal

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This paper examines the effects of the textual (headline, body copy and typography) and visual (image) elements of print advertising on the emotional responses of an audience. Six web-based experiments were carried out to determine the causal relationships between elements of print advertisements and viewers’ emotional responses. Data were collected from 105 respondents and Crisp Set Qualitative Comparative Analysis (csQCA) was undertaken. Results indicate that viewers were emotionally affected by the textual and visual elements of the advertisements. Moreover, the emotional responses were multivalent, indicating that people experience emotional ambiguity while viewing ads.

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“…Color is a highly salient feature in advertising . An early study on this topic found that when browsing through ads, consumers paid more attention to color ads, and noticed them earlier, than ads without color .…”

Section: Introductionmentioning

confidence: 99%

“…Color is a highly salient feature in advertising. 2 An early study on this topic found that when browsing through ads, consumers paid more attention to color ads, and noticed them earlier, than ads without color. 3 Furthermore, past research has demonstrated that the orthogonal color dimensions (ie, lightness, chroma, and hue) can independently influence advertising effectiveness.…”

Section: Introductionmentioning

confidence: 99%

Promoting effects of color‐text congruence in banner advertising

Zhang

Bao

Xiao

2018

Color Research & Application

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Previous studies have found that the congruence among elements in an advertisement can enhance advertising efficiency. However, the influence of congruence between color and text, two important elements of ads, has not been directly investigated. The present study aims to investigate how color‐text congruence affects advertising effectiveness in capturing attention and generating favorable attitudes. A total of 94 students from a college in China participated in an experiment using a within‐subjects design. Participants were presented with ads either matched in color and text (congruent condition) or not (incongruent condition). Attention and attitudes were measured by eye‐tracking and subjective rating, respectively. The results demonstrated that participants paid more attention and gave more positive ratings to ads in the congruent condition than those in the incongruent condition. In addition, the present study separately investigates the concrete versus abstract meanings of colors. This distinction bridges complementary theories in contemporary color psychology.

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Color effects in print advertising: a research update (1985-2012)

Cited by 20 publications

References 125 publications

Emotion and Attention of Neuromarketing Using Wavelet and Recurrent Neural Networks

Emotion and Attention of Neuromarketing Using Wavelet and Recurrent Neural Networks

Advertising Effects? An Elemental Experiment

Promoting effects of color‐text congruence in banner advertising

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