Colour Performance Online: A Study of 8 Colours in Banner Ads and Backgrounds in Defined Conditions

Subject Areas : Jounal of Marketing Management

H.  Vazifedoost ¹ (استادیار، عضو هیئت علمی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران)
M.  Carey ² (دانش آموخته کارشناسی ارشد مدیریت بازرگانی (گرایش بازاریابی)، دانشگاه آزاد اسلامی واحد نیشابور)

Received: 2014-05-25 Accepted : 2014-05-25 Published : 2006-11-22

Keywords: Banner, Background, Online Ad, Color, click-through, Online consumer behavior,

Abstract :

In the hazardous environment of contemporary business, online ventures need to predict the performance of their websites; where everything can be gauged in terms of their audience's behaviour in reaction to online exposure. Designing interfaces without having a good conception of website components is just a leap in the dark. Intuitive drawing up a patchwork of fonts, words, images, sound, animations, colours, functional parts, etc. may not always bear the exquisite fruit. Nor does ad hoc imagination with trial and error unfailingly let this merry-go-round go round. Designers need to enjoy guidelines which can't lead them on! Colour is the first factor we focused on, from a log file analysis point of view; to be continued by other rings of the chain, hopefully moving towards a comprehensive online consumer behaviour model.