SS67 - How Color Influences Consumer Choices
SCURS Disciplines
Psychology
Document Type
General Poster
Invited Presentation Choice
Not Applicable
Abstract
This study looks into how different visual styles in product advertisements influence self reported purchase intentions. Drawing on research that suggests visual complexity and color can alter consumers' affective responses and perceptions of product (Bočaj & Ahtik, Madan et al., Pleyers), we examined whether advertisements varying in color and visual intensity lead to different levels of purchase intention. Participants were randomly assigned to view one of three advertisement types: a neutral/minimal style, a highly colorful and vibrant style, or a "color pop" style where the product was in color while the background remained muted. After viewing each advertisement, participants responded to scenario based Likert scale questions assessing their likelihood of purchasing the product.
We hypothesized that participants exposed to colorful and visually vibrant advertisements would report higher purchase intentions than those exposed to neutral or color-pop designs, reflecting the influence of visual intensity on consumer engagement and evaluation.
Understanding these patterns has implications for perception, attention, and judgment as visual intensity and color may guide intial impressions and evaluations. By examining how differences in visual presentation shape purchase intentions, this research contributes to the broader understanding of how attention, affect and perception interact to influence human choice behavior.
Keywords
advertising, purchase intention, consumer behavior, color design, visual complexity
Start Date
10-4-2026 9:30 AM
Location
University Readiness Center Greatroom
End Date
10-4-2026 11:30 AM
SS67 - How Color Influences Consumer Choices
University Readiness Center Greatroom
This study looks into how different visual styles in product advertisements influence self reported purchase intentions. Drawing on research that suggests visual complexity and color can alter consumers' affective responses and perceptions of product (Bočaj & Ahtik, Madan et al., Pleyers), we examined whether advertisements varying in color and visual intensity lead to different levels of purchase intention. Participants were randomly assigned to view one of three advertisement types: a neutral/minimal style, a highly colorful and vibrant style, or a "color pop" style where the product was in color while the background remained muted. After viewing each advertisement, participants responded to scenario based Likert scale questions assessing their likelihood of purchasing the product.
We hypothesized that participants exposed to colorful and visually vibrant advertisements would report higher purchase intentions than those exposed to neutral or color-pop designs, reflecting the influence of visual intensity on consumer engagement and evaluation.
Understanding these patterns has implications for perception, attention, and judgment as visual intensity and color may guide intial impressions and evaluations. By examining how differences in visual presentation shape purchase intentions, this research contributes to the broader understanding of how attention, affect and perception interact to influence human choice behavior.