Research on Color Perception of Hotel Room Product Publicity Pictures

ABSTRACT

In order to explore the effect and mechanism of visual information of product promotion pictures on consumers. By verifying the influence of the color visual information of tone and color vibrant in the publicity pictures of hotel products on consumers’ recognition and consumption intention, this paper finds that simple design has become the mainstream of aesthetics at present, and simple and simple picture content has attracted increasingly young consumers. Then it combs out the path that picture visual information affects consumers: first, obtain consumer recognition, second, attract attention, and finally stimulate consumer sentiment. It is theoretically proved that color is one of the forms of expression (rather than content) of pictures, and the color perception of pictures will affect consumers’ purchase decisions.

KEYWORDS:

• Hotel advertising ad pictures
• color perception
• tone
• color vibrant

Highlights

This paper studies how Hotel Ad pictures play the role of both product identification and marketing in the new marketing environment.

The experiment found that simple design has become the mainstream of aesthetics, and simple and simple picture content attracts increasingly young consumer groups. Therefore, in the picture design of hotel products, the picture design with low hue richness should be adopted. Experiments show that Ad pictures attract specific people, which is a psychological reaction caused by the visual information generated by the hue and tone of the picture.

The research explains that the path of picture visual information affecting consumption is: first obtain consumer recognition, then attract attention, and finally stimulate consumer emotion; It is further found that the form of pictures (rather than the content) can also affect the purchase decision of consumption.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the National Natural Science Foundation of China [71571167]; The Fundamental Research Funds for the Central Universities [63202508,63202935]; The National Social Science Fund of China [16BJY137]; The Tianjin Science and Technology Development Strategy Project [17ZLZXZF00580].