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Working paper

Background Color in Perception оf Promotion Messages

Marketing in a Turbulent Environment. Proceedings of 2010 Global Marketing Conference at Tokyo.. ISSN: 1976-8699. Society for Marketing Advances , 2010
This article explores color as marketing tool. The goal of the research is to analyze the perception of promotion materials with different color background. Empirical study helps to identify several groups of differently colored promotion messages perception in relation to different product categories. It may be concluded that general concepts of color preferences changed as applied to particular product category field - every one of which has a color language of its own - in terms of marketing and other conventions.