http://dx.doi.org/10.31703/glr.2022(VII-IV).04
10.31703/glr.2022(VII-IV).04
Published : Dec 2022
The Psychological Aspect of Colours in Marketing: A Multimodal Critical Discourse Analysis
Choosing a colour for designing a product and its packaging is one of the most crucial marketing strategies for attracting consumers in all businesses (Amsteus et al., 2015). This research offered some thoughts on the selection of colour in marketing, bearing in mind which colour attracts consumers' cognition and psyche. To know the impact of colours, multiple images of various products were taken as the source for critical discourse analysis semiotically to demonstrate how colours play a vital role in conveying a predetermined message. According to Khattak (2021), within 90 seconds, consumers can make their decisions regarding products while just seeing the product packaging colours. Approximately 62 to 90% of how consumer views product is based only on colour perception. This study determines the role of colours in designing a product and its packaging
for attracting consumers' attention. According to the findings, colours are crucial for the psychology of marketing to engage consumers.
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Colour, Cognition, Marketing, Packaging, Product, Psychology
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(1) Sadia Aslam
Visiting Lecturer, Department of English, Ghazi University, Dera Ghazi Khan, Punjab, Pakistan.
(2) Qurat-Ul-Ain Ayyaz
Visiting Lecturer, Department of English, Ghazi University, Dera Ghazi Khan, Punjab, Pakistan.
(3) Suman Khursheed
M.Phil. Scholar, Department of English, Ghazi University, Dera Ghazi Khan, Punjab, Pakistan.
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Cite this article
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APA : Aslam, S., Ayyaz, Q., & Khursheed, S. (2022). The Psychological Aspect of Colours in Marketing: A Multimodal Critical Discourse Analysis. Global Language Review, VII(IV), 48-58. https://doi.org/10.31703/glr.2022(VII-IV).04
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CHICAGO : Aslam, Sadia, Qurat-Ul-Ain Ayyaz, and Suman Khursheed. 2022. "The Psychological Aspect of Colours in Marketing: A Multimodal Critical Discourse Analysis." Global Language Review, VII (IV): 48-58 doi: 10.31703/glr.2022(VII-IV).04
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HARVARD : ASLAM, S., AYYAZ, Q. & KHURSHEED, S. 2022. The Psychological Aspect of Colours in Marketing: A Multimodal Critical Discourse Analysis. Global Language Review, VII, 48-58.
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MHRA : Aslam, Sadia, Qurat-Ul-Ain Ayyaz, and Suman Khursheed. 2022. "The Psychological Aspect of Colours in Marketing: A Multimodal Critical Discourse Analysis." Global Language Review, VII: 48-58
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MLA : Aslam, Sadia, Qurat-Ul-Ain Ayyaz, and Suman Khursheed. "The Psychological Aspect of Colours in Marketing: A Multimodal Critical Discourse Analysis." Global Language Review, VII.IV (2022): 48-58 Print.
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OXFORD : Aslam, Sadia, Ayyaz, Qurat-Ul-Ain, and Khursheed, Suman (2022), "The Psychological Aspect of Colours in Marketing: A Multimodal Critical Discourse Analysis", Global Language Review, VII (IV), 48-58
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TURABIAN : Aslam, Sadia, Qurat-Ul-Ain Ayyaz, and Suman Khursheed. "The Psychological Aspect of Colours in Marketing: A Multimodal Critical Discourse Analysis." Global Language Review VII, no. IV (2022): 48-58. https://doi.org/10.31703/glr.2022(VII-IV).04