Red or Blue? The Influence of Background Color on Promotion Value Perception

Abstract

Promotions are commonly used marketing tools for enterprises; the effectiveness of promotional posters is related to the success or failure of promotional activities. This paper embarks from two major elements of poster-promotional information and background color, and studies the effects of different promotional frames and background colors on the perceived value of consumer activity. This study divides the promotional framework into positive promotional framework and negative promotion framework. Through two experiments, the paper discusses how the matching of promotional frame and background color affects consumers’ value perception of promotional activities, and studies the mediating effect of perceptual diagnosis on the relationship, and the moderating effect of individual control sense on the relationship. The conclusion of the experiment is that the match between the promotional frame and the background color has an interactive effect on the value perception of the promotional activities. The experiment second verifies the existence of this interaction effect and verifies the mediating effect of perceptual diagnostics.