Business - Marketing the Use Term Paper

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On both the conscious and the subconscious levels, marketing initiatives whose choice of color schemes is consistent with their products are more likely to be conducive to success than initiatives whose choice of color scheme is inconsistent with cultural associations with respect to colors (Howard 2005).

The Internet marketing environment requires greater attention to any factors that might undermine consumer receptivity or shorten their attention span, precisely because the consumer has the option of simply navigating away to a competitor's website as soon as attention wanes, regardless of the reason. Unlike the case with traditional advertising media, there is no second chance to recapture the consumer's attention with compelling copy or subsequent imagery after an initial lapse in interest.

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Conclusion:

Color has always been a significant component of visual advertising, ever since its inception in still photographs and sketches. Partly, this is attributable to the association between gender and color, but in a much larger sense, it transcends conscious choice. Color choices also contribute to unconscious elements of human attention and interest and provide the opportunity for web designers to increase the likely effectiveness of marketing initiatives throughout the Internet medium......

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