Impact Of Colour Representation In Newspaper Advertising

IMPACT OF COLOUR REPRESENTATION IN NEWSPAPER ADVERTISING Colour is the visual impression registered by the rating of the eye when struck by light. There are seven colours in the band, these are red, orange, yellow, green, blue, indigo and violet. Light is therefore the source of all colours. “when we see a red rose, we see it only because light reflects from it into our eyes, making the rose and its colour discernible colour then, is a property of the light waves reaching our eyes not of the object seen. There are principally six colours made up of three primary colours blues, red, and yellow and three secondary colours orange, green and violet. This not withstanding, physics however, classify all colours of the light band which includes indigo as primary colours of light. The secondary colours are so called because they are hybrid of the primary colours for instance orange is obtained by mixing yellow and red, green by mixing yellow and blue and violet (purple by mixing red and blue. According to McCann Erickson, Inc, the advertising agency that develops coca-cola nationals campaigns said that advertising is “truth well told”. This philosophy is echoed by coke’s management . Today, we all have strong concepts of what adverting is and we also tend to have very strong opinions and prejudices about it. Definitions of advertising are many and varied. It may be defined as “communication process, a marketing process, an economic and social process, a public relations process, or an information and persuasion process” depending on the point of view. Advertising is also the non-personal communication of information, usually paid for and usually persuasive in nature, about products, services or ideas by identified sponsors through various media. There is a trend in advertising these days in which various colours are in now being used in newspaper, magazine and television advertisements. Research has shown that advertisements presenting in colours are attractive and infact whips appatice. To be specific, the vanguard newspaper has been the major promoter of this trend and it is now generally believed by marketers that the impact of colour in advertising has positive effect on the quantum of products presented to the public of colours. This study is however aimed at establishing if there is such correlation.