Colour concepts are used by advertisers as persuaders and 'tricks of the trade' for luring you into buying selected goods and services. The colour of the lighting under which things are displayed changes the apppearance of things and can give them a significance that they may not have had before. Sophisticated advertisers understand the semiotics of colour and shape, and the subliminal processes of creating dreams. The colours of printing inks have to be used purposefully, (1) so that they attract attention, (2) impress and (3) reinforce a message whilst at the same time (4) setting the mind at rest by conveying gratifying intuitions about the product being sold. After film and TV, the latest area for the attention of advertisers is the computer and the internet.

DP

Advertising in other countries - what colours to use? (Link to BETRO article)
Subliminal Advertising through colour

Bibliography
COOK, A. and FLEURY, R. (1989) Type and Colour. London: Columbus
ROGONDINO, and P. (1990) Computor Colour. London: Angus and Robertson
WILLIAMSON, J. (1978) Decoding Advertisements. London: Marion Boyars
ZELANSKI, P. & FISHER, M. P. (1989) Colour for Designers and Artists. London: Herbert.