IMPACT OF COLOUR REPRESENTATION IN NEWSPAPER ADVERTISING (A CASE STUDY OF VANGUARD ADVERTISEMENT)
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Of the five human senses, sight undoubtedly has the most powerful effect on consumer perceptions. The famous Greek philosopher Aristotle indicated that all perceptions are triggered by witness.
The research of Linstorm (2005) also revealed that 83% of human beings use sight as the receiver to obtain messages among the five senses.
Gob’e (2001) considered sight the most noticeable sensing tool in humans. Human beings have a direct reaction to color and shape; hence, designers utilize color traits to enhance the sight memory of brands and improve the ability to identify brands.
(Perry and Wisonm, 2003). Colors are embedded with messages and can trigger special reactions between the central nervous system and the cerebral cortex. The seven second color theory in marketing, proposed in the 1980s in Europe, indicates that consumers experience their first impression of sight memory for products within 0.67 seconds. The first impression dominates 67% of the purchasing process which comes from colors. That is, humans memorize and recognize the color and shape of a product within seven seconds. 62% of people associate product brands via colors after watching a three-second.
According to Thomson Dawson (2013). Color is the predominate element of identification and association with a brand. Color enables us to instantly recognize and draw emotional associations to a brand. Effective and comprehensive brand strategy must consider the critical importance of color. Color is far more than a simple aesthetic consideration in the tool kit of components that make up brand identity and experience.
Thomson Dawson (2013). Color is the very first perception customers will have with your brand, and along with perception comes a whole host of emotional associations.
The color of your brand is an essential character in your brand’s story. When choosing a color to represent your brand, you must think far beyond your personal, subjective preferences.
However, visual perception is the primary sense humans have for exploring and making sense of their environment. Colors trigger a diverse set of responses within the cerebral cortex of the brain and throughout the central nervous system.
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