Психология и социология / 7. Общая психология

Demenchuk Anastasiia

National Technical University of Ukraine

“Igor Sikorsky Kyiv Polytechnic Institute”

Color psychology in advertising

Light and color are the most important for effective advertising. Psychologists believe that light challenges the person, calls him to action. The shades of lighting may cause different moods. A combination of different lighting elements should provide a play of light and shadow to facilitate display of goods in a more favorable light, and on the contrary, to weaken the least effective perception of its attributes.

Psychological studies have shown that the storefront with lighting 800 lux sparked interest in 5 of 100 passers-by at an illumination of 1,200 lux "stayed" 20 people, and the illumination at 2000 lux for 25 attracted the attention of passers-by. Established: the weaker the light source, the thicker it causes a shadow, resulting in fatigue visitor in his endeavors to consider bright and shaded side of the advertised product. By preparing a poster, brochure or other printed advertising, it is very important and well-designed: to position the text, find the spectacular picture and choose the color scheme, against which the product advertising is perceived well.

According to the results obtained in the course of numerous psychological experiments, the scientists concluded that the color of a certain influence on the human perception of body weight, the room temperature and estimate the distance of the object. For example, red, yellow, orange colors visually bring the subject, increasing its volume and how to "warming" of his. Blue, blue, purple, black - visually alienate the object is reduced and "cool" it. Therefore, choosing a particular color for the product advertising should evaluate it in terms of these parameters.

The perception of color depends on the person's emotional state. This explains the fact that a person, depending on their emotional state, likes one color, is indifferent to some, and do not accept others. These regularities were discovered by Max Luscher in the middle of the 20th century. Creating a color test, Luscher came from the fact that color perception in humans was formed as a result of lifestyle and interactions with the environment for a long period of historical development. First, a person's life is primarily determined by two factors that are not subject to arbitrary change of night and day, light and darkness. Night meant conditions when vigorous activity could cease. Day demanding proactive - finding food, elemental arrangement. Hence, a dark blue color associated with the peaceful nights, and yellow - with the sun during the day and its cares. The red color was reminiscent of blood, flame and related situations, requiring high mobilization, activity. Attitude to color was determined by the nature of life activity of many generations, acquiring stability, and any manifestation of life activity, in turn, was always accompanied by one or another emotional state. Therefore, the attitude to color has always been emotional. In addition, Lusher made another important conclusion for the advertising industry: the color not only causes a person to react according to his emotional state, but also in a certain way shapes his emotions.

Interestingly, the ratio of the color in each country of their own, and there is even a cultural identity, which must be taken into account, doing advertising campaign development in a given country. In America, red is associated with love, yellow - with prosperity, green - with hope, blue - with fidelity, white personifies purity, calmness, peace, and black - a symbol of complexity and emergency. In Austria, the most popular is green, in Bulgaria - dark green and brown, in Pakistan - emerald green, and in Holland - orange and blue. In general, the closer to the East, the more importance is attached to the color symbolism. So, in China, red color means kindness and courage, black is honesty, and white, unlike the generally accepted symbol of purity and holiness, is associated with meanness and falsehood. Therefore, engaged in the development of an advertising campaign, for example, in China, you need to choose the right colors, or there is a risk of being misunderstood. Interesting is the color symbolism in Japan, although here everything is somewhat more complicated due to the fact that much depends on the shape of the color image. Very interesting are the data concerning the influence of color and graphic decisions on human emotions. It is considered that vertical or horizontal straight lines are associated with calmness, clarity and even solidity, and curved ones with elegance and ease. However, this is true only under certain conditions. For example, the more vertical and horizontal are the lines and the contrasting color is chosen for their image, the more discomfort they produce.

Plain and symmetrical forms "are read" much faster than others. The most difficult are perceived fantastic, sophisticated forms, devoid of obvious associations. They attract attention, but they can cause unpredictable attitude. It is established that the symbolism of the reflection of the form corresponds to real sensations. For example zigzag line "^" conveys the impression of abrupt change, the power of concentration, rapid release of energy. So all nations graphically depict lightning. Unbalanced forms cause discomfort, incomplete form man seeks mentally to finish, finish.

A strong emotional impact of certain forms and color combinations was noticed and mastered in ancient times. Color and shape were deliberately used in psychotherapeutic purposes. The perception of color and the emotional attitude towards it depends mainly on the emotional state of a person. It turned out that a certain emotional state consistent with its sustainable relationship to color, color combinations: one color is preferred, the other does not cause any particular emotion, third all rejected.