Authors : Tatyana L. Shklyar, Sergey V. Mkhitaryan and Timur A. Tultaev
Abstract: The Foreign and National researchers noted long time ago, the color advertising attracts more attention than its faceless black-and-white analogues. The researchers striving for reducing the costs of a potential advertiser and improving efficiency of any advertising product designed by creative agencies was the main purpose of performance of the marketing research. This study presents the results of the research and analysis of dependence of psychological perception of colors on the type of personality and the degree of emotional impact on a potential consumer. It is assumed that at unconscious and slightly conscious level each basic color causes a certain emotional reaction. During the research performed, there were distinguished five types of personality in respect of which the experiment was conducted aimed at identification of psychological reactions arising in the specified respondents depending on perception by them of one or another color in diverse advertising materials. In the study, these associations have been analyzed empirically. The results obtained by questioning were summarized in a single table of attitudes, processed with the use of the statistics package IBM SPSS Statistics, as a result of which the contingency tables have been made, the graphical analysis has been performed and the ‘classification trees’ has been designed the most important tool of the researcher’s method of identification of the consumer attitudes to the color range of the advertising communications. The tool allowing both a costumer and advertising contractor to get the answer to one of the most important questions in advance ‘Which attitude one or another color rises in consumers distributed according to the types of personality?’ As the result of analysis performed the researchers have proposed interrelations for each particular personal sentiment and color. The practical guidelines on the application of obtained results in the advertising activity of the Russian market participants are provided.
Tatyana L. Shklyar, Sergey V. Mkhitaryan and Timur A. Tultaev, 2015. Analysis of Dependence of the Emotional Perception of Colors on the Type of Personality of the Russian Consumers of Advertising Information. The Social Sciences, 10: 1223-1231.