Page 11 - PR Communication Age January-June2020

Review of Literature by Martin Amsteus, Sarah Al-Shaaban, Emmy Wallin & Sa-
rah Sjöqvist from Linneaus University, Sweden. In this pa-
The following research papers, articles and other literature
per published in 2015 takes two colours black & blue, which
was taken as a reference to provide background, structure
according to them have the same universal connotations
and insights into the study.
in a general setting. Their research involved them making
toothpaste bottles using the two mentioned colours and
In the paper ‘The Impact of Colours on Online Marketing
testing and asking a set of respondents for the emotions/
Communications’ (2015), the author Chai-Lee Goi from the
feelings that the colours evoke. The paper used a fictitious
University of Curtin, Australia shows how colour choice has
brand in order to prevent the associations from the brand
become a fundamental strategy and correlates highly with
marketing especially in the context of websites, apps and to taint the data. The data from this research shows that
the meanings attributed to colours changes when they are
social media positioning. Colour has been contextualized to
viewed in dependence to a particular commodity. The re-
have three primary functions in marketing communications,
search further compiled a list of meanings attributed to the
its role as an important parameter in highlighting designs
colours blue and black as its secondary data from various
and standing out from the clutter, colour's capacity to add
other publications, some of which are taken in the scope of
more context to the visual medium by conveying associated
this study.
meaning without use of words and as an aesthetic function.
Advertising which is a nonpersonal communication of infor-
Viktorija Grigaliunaite & Lina Pilelien from Vytautas Magnus
mation usually persuasive in nature is deeply entrenched
University, Lithuania in their 2017 study ‘Colour tempera-
with the colour psychology which should affect an
ture in advertising and its impact on consumer purchase
advertiser’s choices deeply. The study points out that blue,
intentions’ showed how changes in shades, tones and hues
white and red are colours used heavily on digital advertise-
of the colour can have massive impacts on the underlying
ments and also studied the legibility of text on different
associations and how it changes the purchase intentions
backgrounds stating that white on blue and yellow on black
with regards to the product. The study compared consumer
are among the top choices.
reported behaviour after viewing an advertisement with
warm versus cool colours. Except for the colour tempera-
“People make up their minds within 90 seconds of their
ture, advertisements were the same, mineral water adver-
initial interactions with either people or products. About 62-
90 per cent of the assessment is based on colours alone.” tisements were made using non-existent brands to ensure
that existing brand associations do not influence the respon-
In the paper ‘Impact of Colour in Marketing 2006’ by
dents. With a sample size of 70 from the university itself,
Satyendra Singh from the University of Winnipeg, Canada
the analysis of research results reveals that attitude toward
the author states that colour has a deep-rooted impact on
the advertisement whose colour temperature is warm is
people, however, absence of conclusive scientific results
generally more positive than attitude toward the advertise-
relating to colour has given rise to several speculations.
ment whose colour temperature is cool.
While the majority of colour theory is not firmly rooted in
the scientific method, the results seem to be in general
Meagan K. Cunningham from Seton Hall University, USA in
agreement among marketers. The paper shows how res-
her article ‘The Value of Colour Research in Brand Strat-
taurant chains such as Wendy’s & McDonald’s employ the
use of Red & Yellow to stimulate their customers to act fast egy 2014’ analysed several brands that have benefited from
colon strategy while providing psychological insight to
and consume more while classic restaurants employ the use
brands and entrepreneurs entering the business market. The
of cooler colours such as purple & blue to keep their pa-
trons for longer durations. colour-emotion pairings are experienced by consumers
through a neurologic scientific process of cognition, where
‘Colours in Marketing: A Study of Colour Associations and consumers’ sense of sight results in the brain’s processing
Context (in) Dependence’ is a research paper co-authored of colour as a form of information. It showed how Pepsi and

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PR COMMUNICATION AGE January - June 2020 11