ROLE OF COLORS IN DESIGN WEB BANNER ADVERTISING: IN THE CONTEXT OF ETHNIC APPAREL
DOI:
https://doi.org/10.29121/granthaalayah.v2.i3SE.2014.3529Keywords:
Banner ad, Brand Awareness, WorldAbstract [English]
Since the first banner ad spanned the top of the Hot Wired web site in 1994, and internet advertising expenditures have seen triple digit growth to around three billion dollars per year. Although limited in size to 468 by 60 pixel, banner ads are the main form of advertising on the web and today’s scenario it is one of the most prolific form of marketing used in online world. All companies use them in one form or another because they are an affordable, measurable and effective medium to increase Brand awareness and Brand equity. The web is a colorful place, and there is a lot that can be accomplished by using color in the right way, at the right time, with the right audience, and for the right purpose. Therefore it turns out that color is one of the most exciting things in the world.
Downloads
References
Bruce A. Huhmann " Visual Complexity in Banner Ads: The Role of Color, Image Type, and Animation.”University of Manitoba.
Anderson, John R. (1985), Cognitive Psychology and Its Implications, New York: Freeman.
Briggs, Rex and Nigel Hollis (1997), “Advertising on the Web: Is There Response Before Click-
Through?” Journal of Advertising Research, 37 (March/April), 33-45.
Li, Hairong and Janice L. Bukovac (1999), “Cognitive Impact of Banner Ad Characteristics: An DOI: https://doi.org/10.1177/107769909907600211
Experimental Study,” Journalism and Mass Communication Quarterly, 76 (Summer),
-353.
Meyers-Levy, Joan and Laura A. Peracchio (1995), “Understanding the Effects of Color: How
the Correspondence between Available and Required Resources Affect Attitudes,”
Journal of Consumer Research, 22 (September), 121-138.
Starch, Daniel (1923), Principles of Advertising, Chicago: A. W. Shaw.
Rebecca Creger. “14 design tips for more clickable banner ads.” 14. August. 2014.10.Nov.2014< https://www.google.co.in/search /14 design tips for more clickable banner ads.htm>
Lister Jonathan, “How Does Color Affect Advertising?”, Demand Media.< http://smallbusiness.chron.com/color-affect-advertising-30998.html>
Kaminska Paula, “The Impact of Color in Advertising, Marketing, and Design.” 14. october. 2014 < http://www.blurgroup.com/blogs/group/the-impact-of-colour-in-advertising-marketing-and-design/>
Downloads
Published
How to Cite
Issue
Section
License
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.