IMPACTS OF COLOUR REPRESENTATION IN NEWSPAPER ADVERTISING IN NIGERIA
ABSTRACT
The purpose of the research work is to investigate the impact of color representation in newspapers; the research work took a look at the concept of advertisement and color; primary data was used for the purpose of the research work with a sample size of 200 respondents;
the method of chi-square was used for the analysis of the respondents’ responses; after the analysis, we discovered that newspapers in color have a significant effect on the level of beauty of an advertisement. According to the study, newspapers in Nigeria should always use a permanent unique color for their newspaper because it helps create a brand for the newspaper.
CHAPTER ONE
1.1 INTRODUCTION
1.1 THE STUDY’S BACKGROUND
Sight, without a doubt, has the most powerful influence on consumer perceptions of the five human senses. Aristotle, the famous Greek philosopher, stated that all perceptions are triggered by witness.
Linstorm’s (2005) research also revealed that of the five senses, sight is used as the receiver by 83 percent of humans.
According to Gob’e (2001), sight is the most noticeable sensing tool in humans. Humans have a direct reaction to color and shape; thus, designers use color traits to improve brand sight memory and ability to identify brands.
Perry and Wisonm (2003) Colors contain messages and can cause special reactions in the central nervous system and cerebral cortex. According to the seven second color theory in marketing, which was proposed in Europe in the 1980s, consumers have their first impression of sight memory for products within 0.67 seconds.
Colors dominate the first impression, accounting for 67 percent of the purchasing process. That is, humans can remember and recognize the color and shape of a product in seven seconds. After watching a three-second video, 62 percent of people associate product brands with colors.
Thomson Dawson claims that (2013). Color is the most important element of brand identification and association. Color allows us to instantly recognize and associate a brand with emotions. Color plays a critical role in effective and comprehensive brand strategy. Color is much more than an aesthetic consideration in the toolkit of components that comprise brand identity and experience.
Dawson, Thomson (2013). Color is the first impression your customers will have of your brand, and with that impression comes a slew of emotional associations.
The color of your brand is an important character in the story of your brand. When selecting a color to represent your brand, you must consider factors other than your personal, subjective preferences.
However, visual perception is the primary sense that humans use to explore and make sense of their surroundings. Colors elicit a wide range of responses in the brain’s cerebral cortex and throughout the central nervous system.
One of the primary drivers of human evolution has been the ability to perceive color correctly. Think about how important color is to human evolution and how important it is to building the value of your brand.
When we humans identify a color, a chemical reaction occurs in our brain that causes an emotional response. This reaction elicits a slew of thoughts, memories, and associations with people, places, and events. Color has a profound impact on us. Our brains are wired to react to color. All of this happens in an instant, outside of our conscious awareness.
S. Olayinka (2010). Color is simply the reflection of specific light waves picked up by your optic nerve and transmitted to your brain via nerves.
Color does not exist in and of itself; it is only a reflection of it. Within our conscious minds, we have all been predisposed and indoctrinated to assign meanings and emotions to specific colors based on what the culture as a whole values.
When forming the foundation of your brand’s identity in the marketplace, these cultural associations to specific colors must be a major driver of your strategic and creative decisions. The vanguard news paper will be used as a case study in this study.
1.2 STATEMENT OF THE PROBLEM
Most newspaper companies have a very poor color presentation; color representation through the multiple use of colors intensifies the reader’s attention catching in advertisements. However, it is linked to a number of issues.
Colors are used as a trick in advertising. In essence, the product that is visible, colorful, and appealing may not be of high quality. Despite the fact that full-color advertisements of a product are appealing, they may also be deceptive in the sense that the product does not meet expectations. (quality).
Furthermore, because there is so much work involved in color representation, advertisers want to know if the end result is worth the effort. In other words, the buyers are harmed as a result of the product’s high price.
Color representation of a product, in general, is a distraction to attention, as readers are influenced over a product that they would not normally buy.
Furthermore, some readers are increasingly conscious of their taste, and in order to get the best value for their money, they tend to choose the right product that will satisfy their unique needs, regardless of how colorful the product’s advertisement is.
1.3 OBJECTIVE OF THE STUDY
The goal of this study would be to find answers to the questions raised in the research outlined in this study. These questions will be the central concern of this study, and the preferred solution will be determined by an analysis of the research data gathered.
Aside from that, this study will focus on the reactions of newspaper readers to products whose advertisements appear in color, as well as whether such color representation in newspaper advertisements influences readers’ purchasing habits and decisions. The goal of advertisements must appear in color in order to achieve the goal.
1.4 QUESTIONS FOR RESEARCH
i. Does the attractiveness of a product depicted in a color advertisement influence people’s purchasing decisions?
ii. How can color advertising increase the sales volume of a vangurd newspaper?
iii Does color advertising attract more attention than black and white advertising?
iv. Does the use of color in vanguard news paper advertisements improve the readability of the advertising message?
v. Does color advertising improve the aesthetic quality of newspapers and products?
vi. Does the product/company cooler make it easier for customers to remember a product/company?
vii. How can a page-planner make the most of different colors to improve his work?
viii. Does product color influence consumer purchasing habits?
ix. What color most appeals to consumers?
1.5 HYPOTHESIS OF RESEARCH
H0: The use of color in newspapers has no discernible effect on the volume of newspaper sales.
H1: color presentation in newspapers has a significant impact on newspaper sales volume.
H0: Color has no effect on the level of beauty of an advertisement.
H1: Color has a significant impact on the attractiveness of an advertisement.
1.6 THE IMPORTANCE OF THE STUDY
Many facts of human endeavor, particularly in the advertising world, are studied in the study. This is due to the fact that almost all products receive some form of advertising or another.
The use of color conveys the impression of healthy competition among advertisers. Almost all products are exposed to the same readers via the same newspaper; however, of particular interest is that, while those products may have the same quality,
they can come in different packages, designs, and colors, allowing manufacturers of the same product to differentiate themselves based on personal colors, package, and design.
The recommendation is complicated in order to be useful to students and other research fellows who may wish to conduct research on this topic.
1.7 RESEARCH LIMITATIONS
It is critical to define the study as follows:
That the study did not look into other aspects of advertising and instead focused solely on color representation in newspaper advertisements. T
hat is, non-regular Vangaurd readers were not studied. However, the solution to some of the variables mentioned above could be general behavioral inferences.
1.8 OPERATING DESCRIPTION
IMPACT OF ADVERTISING: The influence advertising has on readers.
COLOR REPRESENTATION: Full-color photographic reproduction of a product (in a newspaper advertisement).
PREFERENCE: A strong desire or interest in something else.
ADVERT: To inform the general public about a product or service in order to persuade them to buy or use it, i.e. to attract more readers.
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IMPACTS OF COLOUR REPRESENTATION IN NEWSPAPER ADVERTISING IN NIGERIA
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