Color Psychology and Analysis of Purchase Decision Path

Abstract

As social media has become a core battleground for brand marketing, the visual presentation of advertisements profoundly impacts information delivery efficiency and consumer behavior. Color, one of the most visually impactful elements in advertising, plays a significant role in capturing user attention, influencing emotions, and shaping purchasing decisions within the high-frequency, fragmented communication environment of social media. This paper explores the current state, mechanisms, and optimization strategies for color usage in social media advertising, grounded in color psychology theory and supported by literature reviews and case studies. Findings reveal differentiated color preferences across industries and platforms: beauty ads predominantly employ high-saturation warm colors to convey vitality and fashion; tech products favor low-saturation cool tones to project professionalism and reliability; while Fast Moving Consumer Goods (FMCG) brands utilize bright hues to create a lighthearted, enjoyable atmosphere. Simultaneously, short-video platforms favor high-contrast color schemes to rapidly capture attention, while social platforms lean toward medium-saturation, comfortable tones to enhance acceptance. The study further reveals that color influences consumer purchasing paths through a three-tiered mechanism: “attention and emotional stimulation—reinforcement of brand memory—contextual adaptation and interaction facilitation.” Based on this, the paper proposes a phased color optimization strategy for advertising design, emphasizing the scientific application of color across stages of attention capture, message delivery, and behavioral conversion. This research enriches color psychology theory within the digital marketing context and provides empirical guidance for businesses seeking to enhance visual communication effectiveness and conversion rates in social media advertising.