Psychology of Advertising and Marketing


When we talk about the psychology of advertising, perception is paramount. Your ads are all about perception so you have to make the most of each ad. You need to know what works and what does not so you do not waste your time and money on a bad copy. A series of experiments were conducted to determine whether white or black type made more attractive to serve ads. Over 500 people were used in the experiment. Background for the white model was gray in some cases, but in most cases was black. The results show that the ordinary reader is more likely to notice display type is black but the display type in the same kind of white.

Another series of laboratory experiments was about the same subject. Specially prepared sites were shown for one-seventh of a second. On the part of the press black letters on a white background and white letters on a black background were shown. In other cases, half of the sheet had a black background, with the words in white type, and the other half of the sheet had a white background with words in black type. Scores of cards built where all the possible combinations of white and black were made and shown to a number of individuals for such a short time that no one could feel all that was on the sheet. In these circumstances, participants saw it first attracted their attention, and what was the easiest to detect. The final results showed that black letters on a white background were more often than the white type on a black background. This proves true in other colors too. A dark font color on a light background is taken more often than light characters on a dark background. Use the right combination unless you are seeking a certain “feeling” for your ad.

It seems quite certain that, other things being equal, the ad will be the most often read printed in type that is easily read. The difference in the appearance of type in many cases can be so small that even people with experience in the choice of brand is not possible to say which one is more readable, and yet the difference value may be great enough to make it a matter of importance to the advertiser the type he uses.

If the question of the proper use of the brand is important to the advertiser, it is even more important that he should make a wise use of graphics.

The graphics is often used only as a way to attract attention, and her role as a symbolic example is the past. In some cases it may be prudent and even necessary, but when we look at the value of graphics as a symbol, we are surprised that the graphics are not used more widely and more judiciously. The first form of writing was a form of writing, and the most simple and direct form of graphic presentation through the film and not through the printed word. In a flash, we can usually read four words; that is to say, the width of the perception of the printed word is four. In a flash of illustration we can see as much as possible to tell the whole page of the printed matter. Latitude perception of the illustrations is very much wider than it is for printed expression.

The film may be performed either one of the two functions. It may be the only form used to attract attention or it can be “explanation” a real aid to perception with the help text to tell a story that is submitted. In the first case would be called irrelevant explanation; in the second case is appropriate. There have been several studies conducted to determine the relative value of the attention of the relevant and irrelevant illustrations. Although the results thus far, did not so decisive as might be desired, but it seems certain that the attention value desired illustrations is higher than expected and unauthorized “image” is often not so powerful to draw the attention of the appropriate example would be. Under these circumstances, it seems that in general metaphor ad should have a dual function publicize and assist perception. Each one of these actions is more important could be profitable matter for debate, but when these two functions can be united in the same example, its value is increasing twofold. Irrelevant pictures are produced solely because they have to draw attention, when in fact they can attract the attention of no one but the person who designed them and the unfortunate person who has to pay for them. Similarly, many photos manufactured and advertising because they have to help the perception. They should tell the story of products advertised as being part of the argumentation. The designer of the film and one familiar products know what the picture represents, and for him it is a symbol of the product and tells the story of the special advantages of the product. One unacquainted with photo and product advertised formula is no explanation at all. Not only that, but the explanations can distract the viewer from the actual messages,. Things animated graphics can really pull your eyes away and the viewer will never get back to the real message.

The advertiser is so good with what he has to offer, he can not assess the difficult public in getting a clear and complete perception of its advertising of products advertised. It is almost impossible to err on the side of clearness. A sketchy picture may seem artistic designer, but there is a risk that it will be considered meaningless scrawls the viewer, and so it will not get a second thought from them. The text and illustration should first of all be clear in every way assist the minds of potential customers to form a correct idea of ​​the product to utilize. This is what Psychology Advertising is all about; get the viewer to recall the product and buy it.