This study aims to emphasize the importance and the usege of colors that is the nonverbal communication code, and their impact on consumers. Colors that help our perceptual organization, stimulate the senses and assist consumers to recognize the goods and services that the consumer intends to purchase. In the scope of this study, the selected print ads are examined with regard to the color dimension and the argument different colors, different characters is revealed in terms of perception.
The award winning ads in the category of “Best Furniture and Decoration Ads” in 2012 Red Advertising Awards were analyzed in this study. The ads undertaken in this study are investigated in the context of the basic elements of semiotics; signifiers, referent systems and analyze. These concepts are described in “Analysis of the Samples of Ads Related to the Use of Colors” part.
The physical and psychological effects of colors, converts colors to a structure that gives message on their own and takes an active role on perception of ads. This study focuses on the meaning of colors used in the ads and besides emphasizes the importance of the role on perception
Keywords: Advertising, perception, Gestalt, colors