The impact of colour on marketing communication

Abstract

This report investigates the usage of colours in marketing communications. It does this on the two ends of the marketing communications: the marketers and the consumers. On the marketers end, it evaluates the usage of colour from the colour theory perspective and identifies the associations the colours have acquired empirically through the analysis of series of advertisements cutting across categories in the current era in the Indian context. It also evaluates the conventional universal ideas about colours in the context of print media and static digital media advertising. Likewise, the analysis on the consumer end deals with the reaction a colour draws from them. This is done by decreasing the impact of other elements in the advertisement and thus gauging the impact of the colour changes. Further, assessing the responses from both these ends, this report identifies the potential gaps on the development side and a guide for print advertisement development for the industry.