Role of Colours in Web Banners: A Systematic Review and Future Directions for e-Marketing Sustainability

Abstract

Empirical studies investigating the impact of colour hue, saturation, and value on consumers’ purchase intention and emotional state of mind, are widely addressed in scientific experiments, from advertising to sociology and psychology. However, the evidence base for the web banner advertisement from colour hue, saturation, and value perspective impact enrichment on consumers’ pleasure, arousal, and dominance emotional state of mind has not been widely investigated in marketing literature. The present study, which considers the colour combination as one significant factor in designing web banner ads, draws together evidence on the impact of the web banner advertisement with the combination of colour hue, saturation, and value impact on consumer’ emotional state of mind and purchase intention under the umbrella of “Ensure sustainable consumption and production patterns” 12th sustainable development goals. With no robust models currently available to evaluate how colour hue, saturation, and value combinations of web banner advertisement impacts consumers’ purchase intention and emotional state of mind, this systematic review consolidates the research that has measured correlates of web banner ads in colour hue, saturation, and value measures the consumers’ emotional state of mind. This study aims to assess how previously published studies investigated and concluded the impact of colour hue, saturation, and value on consumers’ purchase intention and emotional state of mind. The systematic review found five studies met full-text selection criteria. Following the discussion from the reviewed papers, the researcher argues that it is necessary to consider the colour hue, saturation, and value to understand better the isolated colours’ impacts on consumers’ purchase intention and emotional state of mind. In this regard, to summarise those papers’ main findings and future directions, the researcher describes novel approaches and insights to explore further how colour hue, saturation, and value can contribute to developing web banner advertisements in the marketing context. This may contribute to the literature and practice about developing web banner advertisements following the assessed colours.