The effect of an advertisement’s colour on emotions evoked by an ad and attitude towards the ad: the moderating role of the optimal stimulation level

Despite its importance surprisingly little is known about the influence of colour in advertising. This paper studies the effects of the three components of an ad’s colour (hue, saturation and lightness) on the emotions it evokes and on attitudes towards it.

The effect of an advertisement's colour on emotions evoked by an ad and attitude towards the ad: the moderating role of the optimal stimulation level

Marie-Christine LichtléIAE de Dijon (University of Burgundy)

Colour can be used as a marketing tool...