The Role of Colors in Advertising

Authors:

Pages: 281-290

Abstract:

In marketing, the use of colours is done for practical and aesthetic reasons, as colours determine the selling of a product, contribute to its individuality, create a company image. The colours of wrappers are important as some of them have the effect of catching the buyers’ eye (by creating certain psychological effects at the subconscious level) and, thus, catching the buyers’ interest, while others have the contrary effect (the Pepsi blue soft drink was a fiasco because of its colour – the same colour as rubbing alcohol).

Keywords:

съобщение, реклама, маркетинг, цвят, ефект.

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