THE STUDY OF THE INFLUENCE OF COLOURS IN MARKETING COMMUNICATIONS: EMPIRICAL AND EXPERIMENTAL FIGURES

The article presents the results of testing a hypothesis about the impact of colour as a part of Visual marketing communication at the point of sale. The Research is based on existing empirical data on the impact of colour on human psychophysiology and consumer behaviour. Experimental data confirmed the hypotheses put forward and the results can be used in the commercial activities of trade and HoReCa. Using Visual elements of communications (colour) it becomes possible to increase average bill and manage consumer choice and encourage to order more expensive food and drinks and the quantity of the dishes. The marketing research was used as the method of experiment. Based on these results of experiment 1 it can be argued that the colour has an impact on the perception of offers by the visitors of restaurants, both men and women. Using the pizza example, it was found that the most attractive colour for the dish image is black. It is this colour that in psychology and marketing is associated with high cost and respectability. Perceived value of the dish shown on the black background compared to the basic price increased. The experimental results of experiment 2 showed the increase in the average bill amount using a black substrate. According to the results of both experiments we were able to determine a special effect of the black colour: under its influence the perceived value of proposals, as well as the average bill amount increases.