Abstract

 
 
 The objective of the work is to analyze the technical features of the development of colour system in electronic advertising and to identify ways of solving the main problems.Research methodology. The methodology of this research paper is based on a project approach, which involves the analysis and identification of problems in the development of colour systems in electronic advertising. Electronic advertising has its distinct features, which are caused by the process of its creation. The specifics of the work required the involvement of various theoretical sources on colouring, the psychology of colour perception, computer modelling, as well as statistics.The scientific novelty of this study is to identify the most problematic moments in the perception of electronic advertising and find ways to solve them, i.e. optimization of the colour system in accordance with the characteristics of the target audience and the nature of the web page design.
 
 
Highlights
The objective of the work is to analyze the technical features of the development of colour system in electronic advertising and to identify ways of solving the main problems
The electronic advertising environment has its own characteristics that affect the format of advertising messages
The study aims at analyzing the technical features of developing a colour system in electronic advertising and to identify ways of solving the main problems
Summary
Colour palette 4 red Continuation of table 1. Banner blindness is the natural reaction of the human psyche to the excess of information [8, p. In addition to the fact that the human brain quickly learns to ignore unnecessary information, they often choose the wrong places to place banners - they fall into blind areas that are almost not within the area of user content perception when visiting the website [10, p. There is currently a large number of research on the effect of colour on the human psyche. In this case, we have selected the information that allows you to most effectively choose the colour to create the banner. The two most significant factors influencing colour perception are the evolutionary-biological memory of a person and his/her personal experience [6] (Table 2). Let’s focus on the issue of using colour to stimulate the desired user response
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