The Effect of Color Matching on Consumer Brand Perception Value in Advertising Pictures

Abstract

This paper reviews relevant literature at home and abroad, through four groups of 2×2 experiments, analyzes the influence of background color (cold tone vs. warm tone) and product color (cold tone vs. warm tone) in advertising pictures on consumers' brand perceived value, and explores the regulating effect of emotion. The results show that: (1) different combinations of cool and warm background and cool and warm color products in advertising pictures will have an impact on consumers' brand perceived value; (2) compared with cool and warm color products combined with warm color background, cool and warm color products combined with cool color background can bring higher brand perceived value to consumers; Compared with cool color background, warm color products with cool color background can bring higher brand perceived value to consumers. (3) in the whole process, the regulating effect of emotion is significant.