Page 12 - PR Communication Age January-June2020

other major American companies since the early 2000s have 18-22 and 43-55 and its relative position against other
adopted a colour strategy and the impacts it has had on select factors
the brand as well as how major companies have also influ- 2. To examine the variations in the meaning and appeal
enced the perception of the colours itself among their avid
of colours when in dependence of 3 different product
consumers. In a 2007 study by Labrecque and Milne, it was types
found that “associative learning of visual information de-
3. To examine the general meanings attributed to Red,
velops during early stages of visual processing as a key
Yellow & Blue and assess whether their values are
mechanism for quick decision making”.
shared across the sample population
Most of the studies have shown how colour serves as a major 4. To compare how gender and age as factors changes
factor in consumer perception and that it can actively be the perception of colours and preferences in select
used as a conveyer of subtle information and traits that will cases.
overtime strengthen the association of the brand and in-
crease the recall factor of the brand as a whole. However, Theoretical Frameworks
the studies were largely done in Western nations also high-
lights that the influence and attributes of colour alter on Colour Theory & Designing
basis of cultural factors and highlight how associative learn- The Colour Theory is an art as well as a science. It is a body
ing plays a major role both in the perception of colours and of knowledge with practical guidance on colour mixing and
as a tool that can be used by brands to further entrench aims to explore and understand the various visual effects
their values in the minds of the consumers. achieved from a multitude of colour combinations. The
colour theory has deep-rooted connotations with the ad-
Research Gaps vertising & marketing industry, so much so that colour
theory is a part of the marketing curriculum of many cov-
Analysing the secondary data, we see that most of the re-
eted institutions across the world. RGB: Red, Blue & Green
search lacks within their sample population, representation
are the primary colours that we perceive. This terminology
of Indian urban demographics. Furthermore, there is the
and structure are based partly on how the human eyes
lack of adequate research where the responses of 18-22 &
perceive colour. TVs, screens and projectors use red, green
43-55 age group are directly compared and matched both
and blue (RGB) as their primary colours, and then mix them
on tastes and gender variability within them. This research
together to create other colours. CYMK (Cyan, Magenta,
takes 3 colours, Red, Blue and Yellow which have a differ-
Yellow & Black) is another colour format this format is
ent hues and temperatures along with a wide variety of
largely used for print and has its base in subtracting colours
cultural associations. Testing the variability of meanings and
to form multiple colours. These two classifications are cru-
preferences of these three colours in controlled ad groups
cial for modern ad creatives as they can completely destroy
along with their universally subscribed meanings & analysing
the effect of the campaign if done incorrectly. This is mainly
the perceived importance of colour pallet amongst a vari-
because RGB which also includes light value contains much
ety of other factors is also covering a new segment in the
more colour in its scope in comparison to CYMK.
wide school of colour as a marketing tool.
The first colour wheel was designed by Sir Isaac Newton in
Research Objectives 1666 and showcases the fundamental colours formulated
This study was conducted to get a better understanding on by the interaction amongst the various colours. White &
the impact of colour in advertising amongst consumers in Black are neutral colours and along with Grey, they impact
select metropolitan cities of India, with the following spe- other colours via Shades (add black), Tints (add white) &
cific objectives: Tone (add grey). The colour theory focuses on the practical
1. To examine the perceived impact of colour in adver- use of colours along with legibility, aesthetics and visibility
tisements amongst the Indian urban consumers within with the help of various colour concepts such as warm and

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12 PR COMMUNICATION AGE January - June 2020