Human brain receives signals faster through eyes rather than ears. Visual appearance is supposed to be more appealing when compared to any other senses, no matter what the medium of presentation is. So, there are methods by which one can increase the visual appeal. Other senses help visible appeal, and are also critical to focus on.
Characteristic example is colour when accompanied with audio, and writing. According to a study, big budget companies spend billions in the color market research, which helps in product and packaging development. Color, along with content, helps to pertain the interest of the visitor and makes him surf the website longer. A colorful article will make the reader read it till the end. Colour makes things look more pleasant.
Colors are known to influence the behavior of a person. Like blue colour is claimed to have a chilled effect. Red represents keenness and love. A dating website can have red as the background color. Junk food cafes have bright image of food beautifully decorated pasted on the walls. This tempts the tastes of the client and the buyer pounces on the food, eats and leaves fast. And this is exactly the reaction expected.
Light effects can also be used to play with the mind of the on-looker. Advertisements, especially for food products, have strategically placed lights. The light effects trigger the hormones in the brain, which increases the hunger. If the same is placed in a slightly dim light, it won’t be equally tempting.
Countries around the world have different cultures that relate a color to an occasion or emotion. Climate conditions also attribute to this. Like in America, people relate black to death and where as in Asia, white is related to death. People living near the equator like warm colors and people living nearer to the poles like cold colors.
It’s essential for an advertiser to have the knowledge of the colours and what they refer too. Black stands for finesse, elegance, seduction and poser. White stands for peace, pure, clean, mild and youthful. Gold stands for status, luxury and unparalleled. Silver stands for status, systematic and cold. Yellow stands for warmth, happiness and cheer. Orange stands for heat, playfulness, and colourful. Red stands for love, excitement, strength, passion, and danger. Pink stands for nurture, sweet, soft, and security. Green stands for nature, fresh, fertility and abundance. Blue stands for cool, trust, belonging and trustworthiness. And ultimately Purple stands for religious, royalty, and grace.
From the advertiser’s point of view, we can conclude that colors can determine the shopping habits of customers. Black, blue, red and orange attract reckless customers. Smart consumers are drawn to pink, light blue and navy blue colours. Corporations use colours in trademark, announcement, etc, to pass the right message to the consumer. Wal-Mart publicize has a navy blue background and its catch line is “We sell for less”, meaning smart buyers are their goal. Mercedes has a silver brand, true to its class.
Before designing an advertisement, the focused clients should be recognised and the advertisers should not use the colours that are their private faves but according to the advert campaign. Advertisement for children should have bright and vibrant colors. Yellow, red, blue and green, which are the most important colours, are the colours, which draw the kids, explaining why elders buy those colours for their youngsters. These colours represent heat, sweetness, trust, trustworthiness, playfulness and security.