Please use this identifier to cite or link to this item: https://ktisis.cut.ac.cy/handle/10488/14457
Title: Color effects in print advertising: A research update (1985-2012)
Authors: Panigyrakis, George G. 
Kyrousi, Antigone G. 
Keywords: Advertising;Attention;Color;Emotion;Memory
Category: Media and Communications
Field: Social Sciences
Issue Date: 1-Jan-2015
Source: Corporate Communications, Volume 20, Issue 3, 3 August 2015, Pages 233-255
Journal: Corporate Communications 
Abstract: Purpose – The purpose of this paper is to review the literature published since 1985 regarding color effects in advertising and at setting an agenda for future research. Design/methodology/approach – Recent publications (1985-2012) regarding the effects of color in advertising on consumers’ attention, memory and emotional responses are reviewed and discussed. Findings – The review reveals that the effects of color on attention, emotion and memory still remain largely unknown, mainly due to the inherent complexity of the subject and lack of systematic research. At the same time, promising research venues and challenges for the future are identified in the form of research questions. Originality/value – The key potential contribution of this paper stems from the identification of promising research questions and challenges for investigating the role of color in advertising.
ISSN: 13563289
DOI: 10.1108/CCIJ-12-2011-0072
Rights: ©Emerald Group Publishing Limited.
Type: Article
Appears in Collections:Άρθρα/Articles

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