| As the growth of Internet users slows down,how to improve the attitude towards advertisement of users to make the best advertising effect of the Internet media advertising marketing means has become a problem that stakeholders and scholars pay close attention to.As one of the important elements of advertising design,color has been proved to have a significant impact on advertising effect.Therefore,it is of great significance to study the influence mechanism of color on attitude towards advertisement to guide advertising design.Traditional advertising color studies are mostly based on a single main color extracted from advertisements.Although this method can express the color tendency of advertisements to a certain extent,due to the diversity and complexity of color changes,part of the color information will inevitably be lost.At the same time,the development of technology enables the computer and mathematics fields to develop quantitative calculation methods that can explain more color information and color visual characteristics,which also enables the design,management,marketing and other fields to have a broader space for the study of color.On the academic level,the extraction of color visual features to simulate the process of human eye’s perception of color is helpful to better understand the influence of color visual perception on the attitude towards advertisement of the audience.On the design application level,the research on the influence principle of attitude towards advertisement from the perspective of color perception can also provide theoretical basis for advertising color design.Therefore,on the basis of sorting out and concluding relevant research status at home and abroad on color visual perception and attitude towards advertisement,this study takes color visual characteristics as the entry point to put forward the influence model between color visual perception and attitude towards advertisement.Combined with the quantitative calculation method,the two color visual features of the advertising image,color richness and color tone contrast,were extracted to form the final 2(high color richness,low color richness)*2(high color tone contrast,low color tone contrast),a total of 4 different color visual feature combination of advertising samples.Taking open screen advertisements on the Internet as the carrier,the subjective feelings of 240 subjects on advertisement samples were collected through the experimental method to explore the influence of color visual perception on advertisement attitude and the mediating role of pleasure emotion,and the following research results were obtained:(1)Color richness has a significant effect on pleasure mood,but not on attitude towards advertisement;color tone contrast has significant influence on both pleasure mood and attitude towards advertisement;(2)The interactive effect of color richness and color tone contrast has significant influence on pleasure emotion;(3)The mediating process of the influence of color richness on attitude towards advertisement through pleasure emotion is moderated by color tone contrast;The mediating process of color tone contrast influencing attitude towards advertisement through pleasant mood is also moderated by color richness. |
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