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High Impact Ads: Color and Visual Appearance


The effectiveness of any advertisement depends on several factors.  In this blog series, we shall give you some tips on how to make your ad very appealing to your audience.

Visual appeal

High-impact advertisements not only have clear and neat description about the product but also provide relevant images.  Description could be something that gives information about the product or simply serve the purpose of catching the reader’s attention.  An effective advertisement should have an image or a visual component, which is typically a scene that provides the background for the entire advertisement.

Visual appeal has always had a prominent place in advertising. As the old adage goes, “a picture is worth a thousand words”, communication by visual image is perhaps the most important dimension of an advertising message. Visual imagery has an effect on textual components in advertisements, which affects brand awareness or liking.  Advertisements are more effective when the picture and color agrees with the textual message.  Non-verbal communication will not only become a means to draw attention to a verbal message, but it will also become the message itself in many instances.

Visual effects are fun and interesting; they attract viewers to look at an advertisement.  The longer a viewer looks at an ad, the more likely the product being advertised will stick in the viewer’s mind.  Visual effects naturally hold our attention because they combine reality with the fantastic.

Nowadays we see that ads with effective visuals gain success with consumers while many products fail due to poor quality of visuals.  The human brain receives signals faster through the eyes rather than our ears. Visual appearance is said to be more appealing when compared to any other senses, no matter what the medium of presentation is.



There are methods by which one can use to increase visual appeal.  One can consider the “Buying Behaviors” which are the decision processes and acts of people involved in buying and using products.  Color is one of the basic things that have psychological impact on consumer’s mind and result in his buying behavior.  Color, along with content, helps to retain the interest of the visitor and makes him surf the website longer.  Colors make things look more amiable and are known to influence the behavior of a person. Proper use of colors is necessary for the buyers repeat purchase decision, unattractive colors are disliked and show a negative attitude towards perception.  Boys prefer blue color whereas girls go for pink or purple shades.

It is a must for an advertiser to have the knowledge about the colors and what they refer too as Colors have their own meaning which are the following:

  • Blue color is said to have a relaxing effect, it stands for coolness, trust, belonging and reliability
  • Red represents passion, love, excitement, strength and danger
  • Yellow stands for warmth, happiness and cheerfulness
  • Green stands for nature, freshness, fertility and abundance
  • Purple stands for spirituality, royalty, and dignity
  • Orange stands for warmth, playfulness, and vibrancy
  • Pink stands for nurture, sweetness, softness, and security
  • Black stands for elegance, sophistication, seduction and mystery
  • White stands for peace, purity, cleanliness, mildness and youthfulness
  • Gold stands for prestige, luxury and being elite
  • Silver stands for prestige, scientific and coldness

The advertisements for children should have bright and vibrant colors. Children are motivated and attracted toward the primary colors mostly, yellow, red, blue and the color green which is why parents purchase things with these colors for their kids, as they represent warmth, sweetness, trustworthiness, reliability, playfulness and security.

From the advertiser’s point of view, we can conclude that colors can determine the shopping habits of customers. Black, blue, red and orange attract impulsive buyers while smart shoppers are attracted to pink, light blue and navy blue colors.  Companies use colors in their logos, advertisements, etc., to pass the right message to the customer as they are influenced more by visual appearance of a product therefore if the color scheme is attractive then the product will be more appealing to the eyes of its consumers.

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