The Psychological Aspect of Colours in Marketing: A Multimodal Critical Discourse Analysis
| Autor: | Sadia Aslam, Qurat-Ul-Ain Ayyaz, Suman Khursheed |
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| Rok vydání: | 2022 |
| Předmět: | |
| Zdroj: | Global Language Review. :48-58 |
| ISSN: | 2663-3841 2663-3299 |
| DOI: | 10.31703/glr.2022(vii-iv).04 |
| Popis: | Choosing a colour for designing a product and its packaging is one of the most crucial marketing strategies for attracting consumers in all businesses (Amsteus et al., 2015). This research offered some thoughts on the selection of colour in marketing, bearing in mind which colour attracts consumers' cognition and psyche. To know the impact of colours, multiple images of various products were taken as the source for critical discourse analysis semiotically to demonstrate how colours play a vital role in conveying a predetermined message. According to Khattak (2021), within 90 seconds, consumers can make their decisions regarding products while just seeing the product packaging colours. Approximately 62 to 90% of how consumer views product is based only on colour perception. This study determines the role of colours in designing a product and its packaging for attracting consumers' attention. According to the findings, colours are crucial for the psychology of marketing to engage consumers. |
| Databáze: | OpenAIRE |
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