AD Blog 6: Colors are a Pigment of our Imagination

Visual appearance plays a huge role in what captures the attention of the audience. The psychology behind colors is a significant part in the marketing and advertising industry. We often times associate colors with certain emotions and behaviors. A simple instance is that we associate the color yellow with happiness because of how vibrant it is. Color not only sets the mood, but it can also draw our attention towards a certain aspect of the piece.

Colors has developed such an immense visual culture within the creative industry. The way we perceive color sets in with our emotions, attitudes, and moods. When we view media content, including advertisements, ongoing sensory streams of information change from moment to moment (Cognitive and Emotional Responses, n.d.). This means that a specific advertisement can develop a certain emotional stimulus.

For example, if we see a movie poster that has a person running and various hues of blue, we can anticipate that this movie could be considered a thriller or action movie based on the context given and previous exposure to other movie posters that are similar. Likewise, white backgrounds are commonly used to promote comedy movies. This allow viewers to not think as deeply into what the poster is trying to say and focusing on the pinpoint of what the poster is trying to promote (typically the main characters of the movie).

Our minds are powerful enough to be able to immediate connect certain feelings based on the limited information given to us. However, questions are starting to arise whether the creative industry is starting to get lazy and less inspirational with their work since most movie posters lack originality. Though I believe this ties in with creators not wanting to take risks with something different. According to Lang (2006). This is because it may take away from the message in a negative way because creating a message more arousing than intended could result in a cognitive overload.

Emotions have a much more significant impact on the human body than many people realize. Our minds are able to see color on an advertisement and immediately understand the emotions and moods being displayed.

This poster is from the newest Avengers movie, Endgame (which btw, great movie!) The blue hues and crumbling grunge-like effects represent that this movie is a thriller.

This poster is from the newest Avengers movie, Endgame (which btw, great movie!) The blue hues and crumbling grunge-like effects represent that this movie is a thriller.