Colour emotion effects in creating product preference in advertisements: Predicting purchase intent of blue and yellow colors, in advertisements of low-involvement products

Abstract

The purpose of the present study was to investigate factors influencing colour preference and product preference. The HSL colour system was used to pick out varying degrees of saturation for a typical blue and a typical yellow at medium lightness. A black and white -coloured advertisement was predominantly coloured to one of these 6 hue-saturation combinations. In the carried out online survey, the advertisements were rated by participants on a 7-point scale in dimensions of preference, arousal, sadness, and their purchase intent. A quantitative analysis and discussion was carried out for the combined preference scale, combined arousal scale, sadness, and purchase intent. The results suggest that blueness is more important than yellowness for making an advertisement sadder, as well as that sadness is important in influencing purchase intent. No clear relationships were found between the other cross-compared variables.