Psychology of Colors in Marketing. A Data Analysis of Greek Historical Advertisements


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

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.

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