Proceedings of the 2013 International Conference on the Modern Development of Humanities and Social Science

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

Authors
Delai Men, Yitao Huang, Xiaoping Hu
Corresponding Author
Delai Men
Available Online December 2013.
DOI
https://doi.org/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.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
2013 International Conference on the Modern Development of Humanities and Social Science
Part of series
Advances in Intelligent Systems Research
Publication Date
December 2013
ISBN
978-90786-77-90-1
DOI
https://doi.org/10.2991/mdhss-13.2013.93How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

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  - 2013 International Conference on the Modern Development of Humanities and Social Science
PB  - Atlantis Press
UR  - https://doi.org/10.2991/mdhss-13.2013.93
DO  - https://doi.org/10.2991/mdhss-13.2013.93
ID  - Men2013/12
ER  -