The psychology of colors in outdoor advertisements and their impact on the purchasing behavior of female students at Damascus University

Abstract

This study aimed to identify the psychology of colors in outdoor advertisements, and its impact on the purchasing behavior of Damascus University female students, by conducting a field study on a sample of 150 female students.

The results of the study showed that the majority of Damascus University female students, at a rate of approximately 90%, follow the content of outdoor advertisements, and that a large percentage of the study sample - which follows the content of outdoor advertisements - almost half of them are attracted to the colors in them. The results also showed that the most preferred color for the study sample was red, followed by pink, and then blue and black, respectively, while brown was the least preferred color.

According to the results of the study, the most attractive color for the surveyed sample towards outdoor advertisements is red with a rate of more than 27%, followed by green with a rate of more than 25%, and blue comes third with a rate of nearly 20%, while yellow and white are recorded, respectively. Less attractive colours.

The results indicated that the effect of colors on individuals depends on how they perceive these colors, the cultural background of the individuals, the connotations and meanings of the colors for each individual, and the extent to which they correspond to his personality.

According to the results, it is necessary to carefully choose colors in the design of products and advertisements, so that the message that depends on choosing the correct color reaches awareness, and creates the need to purchase a specific product.

The results of the study showed that the majority of the surveyed sample, with a rate of more than 73%, the colors in the outdoor advertisements aroused their desire to know the products or services promoted, and that the majority also, with a rate of more than 65%, prompted the colors in the outdoor advertisements them to make the decision to purchase the products.