Authors :
Halkiopoulos; C., Antonopoulou; H., Gkintoni; E., Koumparelis
Volume/Issue :
Volume 6 - 2021, Issue 4 - April
Google Scholar :
http://bitly.ws/9nMw
Scribd :
https://bit.ly/3gHUjG2
Abstract :
The psychology of colors associated with
persuasion is one of the most interesting aspects of
marketing. The way a color affects one’s psychology
depends on many factors, such as genes, environment,
gender, age, education, and social context. Color as a
valuable tool and an integral part of marketing
communication directly affects our subconscious and
attracts or rejects us with its hidden meaning. Marketing
experts affect consumer behavior with integrated
marketing communication through various market
research.
The main purpose of this paper is to analyze the
most popular methodologies and algorithms to segment
and classify a series of the most symbolic, popular and
emblematic historical Greek advertisements based on
topics of alcohol and perfumes according to color that is
being used in them. Then the collected data are analyzed
from Google Cloud’s Vision API and transformed to
assume suitable form for the execution of the respective
machine-learning algorithms provided by the software
package WEKA. In conclusion, color segmentation
according theories of psychology can be promoted and
evaluated also by neuropsychological assessment tools
and the findings of the present project can be possibly
further expanded.
Keywords :
Cognitive Psychology, Marketing, Advertisement, Data Mining, Google Vision API, Weka.
The psychology of colors associated with
persuasion is one of the most interesting aspects of
marketing. The way a color affects one’s psychology
depends on many factors, such as genes, environment,
gender, age, education, and social context. Color as a
valuable tool and an integral part of marketing
communication directly affects our subconscious and
attracts or rejects us with its hidden meaning. Marketing
experts affect consumer behavior with integrated
marketing communication through various market
research.
The main purpose of this paper is to analyze the
most popular methodologies and algorithms to segment
and classify a series of the most symbolic, popular and
emblematic historical Greek advertisements based on
topics of alcohol and perfumes according to color that is
being used in them. Then the collected data are analyzed
from Google Cloud’s Vision API and transformed to
assume suitable form for the execution of the respective
machine-learning algorithms provided by the software
package WEKA. In conclusion, color segmentation
according theories of psychology can be promoted and
evaluated also by neuropsychological assessment tools
and the findings of the present project can be possibly
further expanded.
Keywords :
Cognitive Psychology, Marketing, Advertisement, Data Mining, Google Vision API, Weka.
