Effects Of Colors To User Moods And Attitude Towards Advertisement In The Mobile Advertisements

Advertisements are generally considered as a kind of low-cost marketing approach.With the development of the Internet,e-commerce platform also advances rapidly.As a result,advertisements are no longer bounded by traditional forms,like the printed media,television,and so on.Ever since 2013,the growth of mobile advertising market is far beyond people's imagination.In this paper,emotions triggered by colors and impact on the attitude towards advertisement are studied by starting from the mobile advertisements.The study consists of three parts.Firstly,literatures regarding the color psychology and advertising are researched with the literature research method,and it is found out that color plays a relatively important role in advertising and psychology.Besides,researches on colors mainly involve traditional advertisements,and few are about mobile advertisements.Afterwards,preliminary research is carried out with the user research method,which confirms the importance of advertisement visual design to users,the significance of this research,as well as the important research significance of colors.Based on the above preparations,the part of color research in need of improvement is put forward,and experimental hypothesis is proposed by aiming at mobile advertisements.Later,experiments are conducted to study the impact on user moods and attitude towards advertisement,while the scaling method is applied to measure the score of the impact of three elements of colors in mobile advertisements,namely hue,saturation and light,on the user mood and attitude towards advertisements.Furthermore,multi-factor analysis of variance is carried out for the two groups of data with the statistical analysis method,and hypothesis verification is carried out.Finally,the difference of scores of the two groups of testees(those whose color preference is consistent with the experiment color and those inconsistent)is checked with the statistical analysis,in order to prove the effectiveness of experimental data.Finally,experiment discussion is carried out,and practical implications for the design of mobile advertisements are proposed.The research results show that:Color hue has a significant impact on joviality and awakening in both traditional and mobile advertisements.In mobile advertisements,the hue and saturation would impact joviality,while the hue would impact the awakening.In mobile advertisements,red would make people delighted much more easily than blue,but red and green show no significant difference in the impact on joviality.Consistent with traditional advertisements,the impact of hue on attitudes toward advertisements is nit significant,but it is much easier for blue to develop a favorable attitude towards advertisements than red.In mobile advertisements,saturation would only impact the joyful mood as a single variable,which is consistent with the conclusion of color psychology and traditional advertisements,namely the higher the saturation is,the more joyful audiences will be.But opposite to the traditional advertisements,the saturation of the essential color has an insignificant impact on awakening,and it is also the same for saturation on the attitude towards advertisements.The impact of saturation level on the attitude towards advertisements also shows no significant difference.The light has a slight impact on emotions as a single variable in mobile advertisements.But the interaction of light and saturation has a significant impact on joviality.Currently,when mobile advertisements are so popular,designers and advertisers can take full advantage of the popularity of mobile advertisements to improve the design skills and boost the sales of products.This research mainly provides design philosophy references for designers of mobile advertisements,and enriches the theoretical foundation of advertisement colors.