The Application and Effect Analysis of Colour in New Media Advertisement

摘要

Nowadays, color occupies an important status in advertisement. Under fast food reading mode and the age of picture-reading, the special effect of color on new media advertisementcannot be neglected. It can directly affect target audience's psychology and even consumer behavior to varying degrees. This paper detailedly elaborates on color's effects on target audience as well as its particularity under propagation mode of new media advertisement, and especially analyzes the color's impact on consumer psychology in new media advertisement.