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Couleur d'une annonce publicitaire, goûts des individus et perception des marques

Author

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  • Marie-Christine Lichtlé

    (Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

L'objectif de cet article est d'étudier l'effet des trois composantes de la couleur dominante d'une annonce publicitaire de la presse écrite (la tonalité, la saturation, la luminosité) et des goûts des individus vis-à-vis de cette couleur sur les croyances envers la marque. Une étude empirique a été menée auprès de 360 personnes. Les résultats montrent que la luminosité et la saturation de la couleur ont un effet, contrairement à la tonalité. Par ailleurs, les goûts des individus vis-à-vis de la couleur ont aussi une influence sur les croyances envers la marque. Lorsqu'ils manipulent la couleur, les annonceurs devront donc aller au-delà de la tonalité pour mettre en évidence les avantages de la marque à valoriser.

Suggested Citation

  • Marie-Christine Lichtlé, 2002. "Couleur d'une annonce publicitaire, goûts des individus et perception des marques," Post-Print halshs-02920012, HAL.
    • Handle: RePEc:hal:journl:halshs-02920012
    DOI: 10.7193/DM.026.29.35
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