The Effect of Color Matching on Consumer Brand Perception Value in Advertising Pictures

This paper reviews relevant literature at home and abroad, through four groups of 2×2 experiments, analyzes the influence of background color (cold tone vs. warm tone) and product color (cold tone vs. warm tone) in advertising pictures on consumers' brand perceived value, and explores the regulating effect of emotion. The results show that: (1) different combinations of cool and warm background and cool and warm color products in advertising pictures will have an impact on consumers' brand perceived value; (2) compared with cool and warm color products combined with warm color background, cool and warm color products combined with cool color background can bring higher brand perceived value to consumers; Compared with cool color background, warm color products with cool color background can bring higher brand perceived value to consumers. (3) in the whole process, the regulating effect of emotion is significant. 广告图片中颜色搭配对品牌感知价值影响 侯旻 , 任柳青 浙江工商大学工商管理学院,浙江杭州,中国 *通讯作者 关键词:颜色搭配;冷暖色调;情绪;品牌感知价值 摘要: 本文回顾国内外相关文献,通过四组2×2实验,分析了广告图片中背景颜色(冷色调 vs.暖色调)、产品颜色(冷色调vs.暖色调)对消费者品牌感知价值的影响,并探究了情绪的 调节效应。结果表明:(1)广告图片中冷暖色背景与冷暖色产品的不同组合会对消费者品牌 感知价值产生影响;(2)相比于暖色背景组合冷暖色调产品,冷色调背景组合冷暖色产品能 给消费者带来更高的品牌感知价值;相比于冷色产品组合冷暖色背景,暖色产品搭配冷暖色 背景能给消费者带来更高品牌感知价值;(3)在整个过程中,情绪的调节作用显著。 1.引言 产品在市场推广时通常采用图片的呈现方式,通过图片对产品各个角度的展示,从而让 消费者对产品有视觉上的直观了解。通过查询文献发现,图片能引起消费者的关注,在线上 购物时促进其对信息内容的掌握,同时图片中展现出来的积极信息还会转移到品牌和产品上 (Miniard et al.,1991)。因此企业在设计图片时会通过颜色搭配、布局调整等将其设计得更加 和谐,更符合消费者的审美和需求,进而引起消费者的共鸣。