Source #1:
"The Language of Advertising: Colors in Advertising." The Language of Advertising: Colors in Advertising. N.p., n.d. Web. 15 Dec. 2013. <http://www.stanford.edu/class/linguist34/Unit_13/colors.htm>.
Quotes:
“The correlation between color and mood and attitude is clearly present in these ads, in which darker advertisements try to convey a problematic, sad or negative situation and brighter advertisements show the happiness and cheer that can be achieved once the problem has been solved.”
“Color choices can also correspond to levels of salience. Liu and Westmoreland note that "before" advertisements look somewhat bland, plain or dreary because of the use of neutral colors like black, white, brown and green. The bland colors give elements in the advertisement low salience because of the lack of contrast, and the problem is perceived as a whole, a completely undesirable situation. Brighter colors and the use of white space, on the other hand, can give elements more salience and the ad can more clearly focus on the bright attitude of the person that has been "cured.”
Summary:
This source comes from Peter Sells and a group of other Stanford undergraduate students. Peter Sells was a professor teaching at Stanford university when he did this whole website studying the language of advertising. the purpose of the website was to present an approach to investigating the way that advertisements carry their meaning to their audience.
Two undergraduate students studied the correlation between colors and the emotional concept of the advertisement. By presenting the advertisement in bland colors, it will present a meaning of problem, and sadness to the audience.
Source #2:
Quotes:
“Traditionally advertising has been defined as "a form of controlled communication that attempts to persuade consumers, through use of a variety of strategies and appeals, to buy or use a particular product or service.”
“In responding to this challenge much advertising has become more colorful, more vibrant, bigger, faster-paced, louder, and more obnoxious”
Summary:
Colors is an interactive component of advertising in which colors is a visual tool to help connect with the audience. The main purpose of advertisements is to get a way to make the product appealing to the consumers.
Advertisements exaggerate their presentation of the product to their consumers by overusing the color components.
Source #3:
Quotes:
“So, prudent use of colors can contribute not only to differentiating products from competitors, but also to influencing moods and feelings – positively or negatively –and therefore, to attitude towards certain products. Given that our moods and feelings are unstable and that colors play roles in forming attitude, it is important that managers understand the importance of colors in marketing.”
“Colors evoke brands. Whether it is Heineken’s distinct green label, Coca-cola’s red, Shell’s yellow, or Cadbury’s purple, all have different color values to different consumers. The high importance placed on color is an acknowledgment of manufacturers’ understanding that color has strong emotional loading, able to prompt a swifter response to packaging than either the written work or imagery/”
Source #4:
"Advertising & Marketing-Visual Impact Systems | The Psychology of Color - Advertising & Marketing-Visual Impact Systems." Advertising MarketingVisual Impact Systems RSS2. N.p., n.d. Web. 14 Nov. 2013.
Quotes:
In the ‘corporate’ world, a medium to dark blue is used because it ‘communicates’ stability and productivity. Many of the larger, established worldwide companies like IBM, Ford, HP, Intel, Samsung, Boeing, Unilever, Blue Cross/Blue Shield, GAP, American Express, Panasonic, Microsoft, and LinkedIn al use blue for their logos.
This source was really useful because it provided me with alot of visuals to demonstrate how each color is associated with another meaning in the advertising world. It also gave me the statistics to prove that colors is one of the most impactful device to capture the audiences attention.
Source #5:
Singh, Satyendra. “Impact of color on marketing.” Management Decision. Vol. 44 No 6. Emerald Group Publishing Limited, 2006. pp.786-789. Print.
Quotes:
prudent use of colors can contribute not only to differentiating products from competitors, but also to influencing moods and feelings – positively or negatively –and therefore, to attitude towards certain products. Given that our moods and feelings are unstable and that colors play roles in forming attitude, it is important that managers understand the importance of colors in marketing. The study is designed to contribute to the debate.
A great source to use for explaining the psychological reasonings behind how colors impact humans moods and feelings. It can impact us in a positive or a negative way.
Source #6:
Elliot J. Andrew, Maier A. Markus. “Color and Psychological Functioning.” Association for Psychological science. 2007. pp 250-254. Print. http://www.psych.rochester.edu/research/apav/publications/documents/2007_ElliotMaier_ColorandPsyFunct.pdf
Quotes:
Every visual stimulus processed by the human perceptual system contains color information. Given the prevalence of color, one would expect color psychology to be well-developed area. Surprisingly, little theoretical or emperical work has been conducted to date on the influence of color on psycholofical functioning, and the work that has been done has been driven mostly by practical concerns… and their presumed impact on behavior.
a really good source that is reliable with different case studies on the impacts of various colors on our human behaviors.
Source #7:
Coffin, Drew. "Color Psychology and Ecommerce » Web Marketing Today." Web Marketing Today. N.p., n.d. Web. 14 Nov. 2013.
Quote:
Energy, a sense of urgency, passion, desire, love, anger, violence, and danger. Love and anger seem to contradict each other here. This is where context becomes important. If you think about red in the context of Valentine’s Day, you probably aren’t thinking about anger. Likewise, if you think about red in the context of war, you probably aren’t associating it with love. Red is also the color of stoplights and stop signs, indicating a potential danger. Because of this, red is sometimes indirectly associated with stopping. Another interesting fact about the color red is that it can physically increase heart rates, respiration, and metabolism. If you’ve ever felt anxious shopping in a Target, this could be the reason why
This source gave me alot of good visuals and explains the associations behind each color.
Source #8:
Connor, Zena O' "Join Academia.edu & Share Your Research with the World." Colour Psychology and Colour Therapy: Caveat Emptor (2011). N.p., n.d. Web. 14 Nov. 2013.
Quotes:
Red is a bright, warm colour that evokes strong emotions; Red is also considered an intense, or even angry, colour that creates feelings of excitement or intensity.Blue calls to mind feelings of calmness or seren-ity. It is often described as peaceful, tranquil,secure, and orderly. Blue can also create feelings of sadness or aloofness. Blue is often used to decorate offices because research has shown that people are more productive in blue rooms.Green is restful, soothing, cheerful and health-giving. Green is thought to relieve stress and help heal.Those who have a green work environment experience fewer stomach aches. Green has long been a symbol of fertility
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