It is proved that the correct use of geometry of forms, color and light in advertizing does it to the most convincing and effective. Therefore insufficiently just to show goods and to tell about it, it is necessary to give it so that consumers had no doubts in its advantages.
Psychology of impact of advertizing on perception
If development of the advertizing project is based on knowledge of features of human perception and advertizing considers psychology of the consumer - it by all means will influence his choice. And for this purpose during creation of an image of goods or service attention is paid to the following factors:
- color of the advertized object and its design;
- background for its placement;
- spatial arrangement;
- illumination.
All this or makes exclusively good impression about a product, or spoils it. Let's address concrete examples.
Psychology of perception of color in advertizing
Color advertizing is more effective than black-and-white. But colors have to be used taking into account their specific values. According to the Swiss psychologist M. Lyusher, every color causes certain feelings and experiences. For example, red color - very active, passionate, exciting. Yellow - causes feeling of confidence and optimism. Green - awakens ambitions, blue - calms. And black means refinement and respectability.
Here is how the psychology of color is used in advertizing:
- Luxury goods move in gold, black and red tones, as well as the goods causing associations with a holiday, joy, a celebration.
- Advertizing of the refreshing drinks and even alcohol emphasizes their purity, transparency and the charge of force and cheerfulness going from them with cold light shades - turquoise, pearl.
- Freedom and youth, independence and rebelliousness in advertizing of youth goods symbolize color of jeans and bright pink, red, orange, lilac.
- The emphasis on freshness and naturalness of food is done cold tone blue, blue, green. For example, packing for dairy products is often painted in these colors.
- And here in advertizing of coffee the refinement and passion, luxury and pleasure are most often emphasized with brown, red, golden shades.
Psychology of perception of a form in advertizing
It is possible to draw attention of potential clients not only by means of psychology of color, but also skillful manipulation with forms in advertizing. And object of perception will cause trust and tranquility or will irritate, press, oppress; will create feeling of stability and reliability or softness and relaxation.
Again we will address psychology: as well as in any other area, it is simpler to perceive and remember simple and habitual forms in advertizing. The symmetry and orderliness seem correct and attract a look. And here difficult, intricate contours and figures demand great efforts for perception. Besides, they can cause a feeling of discomfort, rejection.
The form of a quadrangle draws attention, is associated with durability and thoroughness and it is an ideal basis for creation of a logo of the solid organizations.
The oval and circle are deprived of corners therefore the attention goes to their center at once. There it is also necessary to place information, most important for consumers.
And the triangle symbolizes wellbeing and vital force, motivates to act.
Psychology of perception of light in advertizing
The advertized object has to be lit well: dense shadows, poor visibility, weak light tire the viewer, and he loses interest, distracts. Therefore it is necessary to establish such lighting at which colors will remain bright and natural, there will be a lot of light and it will mark out all advantages of goods. At the same time there should not be effects of reflection and cold lighting - reflections grease an impression and distract attention, and cold light does demonstration of an object pale and inexpressive.