Beyond Visual Appeal: How does Colour Psychology in Advertising drive Consumer Purchase Intention and enhance Brand Memorability? | ||
| MSA-Management Sciences Journal | ||
| Articles in Press, Accepted Manuscript, Available Online from 01 November 2025 PDF (506.89 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/msamsj.2025.371995.1095 | ||
| Authors | ||
| Mohamed Abdelraouf* 1; Sayed Sharaf2 | ||
| 1kING SALMAN INTERNATIONAL UNIVERSITY | ||
| 2Marketing, Commerce, Cairo University, Giza, Egypt | ||
| Abstract | ||
| This study investigates the influence of advertising colour psychology elements (logo, design, typography, and colour) on consumer purchase intention and brand memorability in digital advertising contexts. A quantitative research approach was employed using survey data collected from 150 consumers. Multiple regression analyses were conducted to test the relationships between advertising colour psychology elements and their effects on purchase intention and brand memorability. The results reveal differential impacts of colour psychology elements across outcomes. For purchase intention (R² = .468), logos (β = .232), typography (β = .201), and colour (β = .221) presented significant positive effects, while design was non-significant. For brand memorability (R² = .696), logos (β = .251), design (β = .165), and particularly colour (β = .450) demonstrated significant positive effects, while typography's impact was non-significant. Colour emerged as the most consistently influential element across both outcomes. This study provides novel insights into the varying effectiveness of colour psychology elements across different marketing objectives. It challenges traditional assumptions about the universal importance of all design elements by revealing their differential impacts on immediate purchase behavior versus long-term brand memory. The findings contribute to both theoretical understanding and practical application of colour psychology in contemporary digital advertising. | ||
| Keywords | ||
| Advertising; colour; psychology; purchase intention | ||
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