Study of Colors Cognitive Preference in Grotesque Advertising with Influence Factors of Consumers’ Gender, Age and Living Areas

DOI

10.2991/mdhss-13.2013.93How to use a DOI?

Keywords

grotesque advertising, consumers, visual cognition, color preference

Abstract

With its strange, exciting visual elements, grotesque commercial advertising challenges consumers’ eyes, stimulating the curiosity of them. People generally form of cognitive by graphic style in grotesque advertisements, but the colors of them are also the important factors that influence consumers’ visual cognitive preference. The color plays a significant role in the process of its information conveys, but in China, only few researches have been made. This paper mainly use the method of questionnaire survey to explore consumers’ color cognitive preferences of grotesque advertising from three aspects of gender, ages and living areas and what kinds of color hue, purity and lightness will attract consumers. The finding would provide a reference for the application of colors matching for marketers and designers in future commercial advertising design.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Delai Men
AU  - Yitao Huang
AU  - Xiaoping Hu
PY  - 2013/12
DA  - 2013/12
TI  - Study of Colors Cognitive Preference in Grotesque Advertising with Influence Factors of Consumers’ Gender, Age and Living Areas
BT  - Proceedings of the 2013 International Conference on the Modern Development of Humanities and Social Science
PB  - Atlantis Press
SP  - 350
EP  - 353
SN  - 1951-6851
UR  - https://doi.org/10.2991/mdhss-13.2013.93
DO  - 10.2991/mdhss-13.2013.93
ID  - Men2013/12
ER  -