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THE ROLE OF COLOUR IN SUCCESSFUL FUNDRAISING CAMPAIGN

Year 2023, Volume: 5 Issue: 1, 65 - 87, 31.03.2023

Abstract

Colour many a time has been in the focus of research of scholars, who not only defined its physical properties but accentuated possibilities of its practical application. As far as colour implies visual communication, it is widely used in marketing, namely in different materials attracting the attention of potential clients, i.e. mainly in advertisements of any kind. The article presents the results of the analysis of the colour semantics in Unicef's promotion materials focusing mainly on psychological aspect and symbols of colour. We claim that proper use of colour and its combination considerably influences fundraising campaigns and makes their management successful.

References

  • About Unicef (n.d.). https://www.unicef.org/about-unicef
  • Adams, S. (2017). The designer's dictionary of color. New York: ABRAMS.
  • Becker, J. (n.d.). The psychology of design: the color yellow in branding and marketing. https://www.impactplus.com/ blog/psychology-of-the-color-yellow-in-branding-design
  • Berlin, B. & Kay, P. (1969). Basic color terms: their universality and evolution. Stanford: Leland Stanford Junior University.
  • Bleicher, S. (2012). Contemporary color, theory and use. New York: Delmar.
  • Cerrato, H. (n.d.). How colors impact our daily life in business, art, work and love. The meaning of colors. https://blocs.xtec.cat/gemmasalvia1617/files/2017/02/the-meaning-of-colors-book.pdf
  • Cirlot, J. E. (2001). Dictionary of symbols. London: Routledge.
  • Color wheel (n.d.). https://www. canva.com/colors/color-wheel/
  • Dictionary of symbolism (2001) originally constructed by Allison Protas. Augmented and refined by Geoff Brown and Jamie Smith in 1997 and by Eric Jaffe in 2001. http://www.umich.edu/~umfandsf/symbolismproject/symbolism.html/S/
  • Elliot, A. & Maier, M. (2014). Color psychology: effects of perceiving color on psychological functioning in humans. Annual review of psychology, 65(1), 95-120.
  • Haller, K. (2019). The little book of colour: how to use the psychology of colour to transform your life. London: Penguin Books.
  • Keller, K. L. & Kotler, P. (2012). Marketing management. New Jersey: Pearson.
  • Khattak, R. et al. (2018). Color psychology in marketing. Journal of Business and Tourism, 4(1), 185-190.
  • Kotler, P. & Keller, K.L. (2011). A framework for marketing management (5th ed.). Hoboken, NJ: Prentice Hall.
  • Krajčovič, P. & Čábyová, Ľ. (2017). Influence of selected factors on the effectiveness of print media advertising. European journal of science and theology, 13(6), 133-144.
  • Li, F. (n.d.). The application of color semantics in modern graphic advertising design. https://www.clausiuspress.com/conferences/LNEMSS/ICEMSS%202020/20ICEMSS011.pdf
  • Lister, J. (n.d.). How does color affect advertising? https://smallbusiness.chron. com /color-affect-advertising-30998.html
  • List of colors by name. Retrieved from https://www.colorhexa.com/color-names Meaning of the color blue: symbolism, common uses, & more. https://www.colorsexplained. com/color-blue-meaning-of-the-color-blue/ Meaning of the color green: symbolism, common uses, & more. https://www.colorsexplained.com/color-green-meaning-of-the-color-green/
  • Moroika, A. & Stone, T. (2006). Color design, workbook. A real-world guide to using color in graphic design. Massachusetts: Rockport Publishers.
  • Panasenko, N. (2020). Colourful mosaic of images and characters in the works of Iris Murdoch. Lege artis. Language yesterday, today, tomorrow, V(1), 185-227.
  • Panasenko, N., Greguš, Ľ. (2022). Media text in the mirror of linguistics (1st ed.). Prague: Wolters Kluwer ČR.
  • Panasenko N. & Korcová, Z. (2011). Different approaches to colour terms analysis. Typology of language meanings in diachronical and comparative aspects, 23, 124-134.
  • Panasenko N. & Mudrochová R. (2021). Advertisement text as semiotic construal. Megatrends and media 2021: Home officetainment. Conference Proceedings. Trnava: Faculty of Mass Media Communication, 421-438.
  • Templar, R. (2013). The rules of management. London: Pearson.
  • Wheeler, A. (2009). Designing brand identity. New Jersey: John Wiley & Sons.
  • Wyler, S. (1992). Colour and language: colour terms in English. Tübingen: Gunter Narr Verlag.
Year 2023, Volume: 5 Issue: 1, 65 - 87, 31.03.2023

Abstract

References

  • About Unicef (n.d.). https://www.unicef.org/about-unicef
  • Adams, S. (2017). The designer's dictionary of color. New York: ABRAMS.
  • Becker, J. (n.d.). The psychology of design: the color yellow in branding and marketing. https://www.impactplus.com/ blog/psychology-of-the-color-yellow-in-branding-design
  • Berlin, B. & Kay, P. (1969). Basic color terms: their universality and evolution. Stanford: Leland Stanford Junior University.
  • Bleicher, S. (2012). Contemporary color, theory and use. New York: Delmar.
  • Cerrato, H. (n.d.). How colors impact our daily life in business, art, work and love. The meaning of colors. https://blocs.xtec.cat/gemmasalvia1617/files/2017/02/the-meaning-of-colors-book.pdf
  • Cirlot, J. E. (2001). Dictionary of symbols. London: Routledge.
  • Color wheel (n.d.). https://www. canva.com/colors/color-wheel/
  • Dictionary of symbolism (2001) originally constructed by Allison Protas. Augmented and refined by Geoff Brown and Jamie Smith in 1997 and by Eric Jaffe in 2001. http://www.umich.edu/~umfandsf/symbolismproject/symbolism.html/S/
  • Elliot, A. & Maier, M. (2014). Color psychology: effects of perceiving color on psychological functioning in humans. Annual review of psychology, 65(1), 95-120.
  • Haller, K. (2019). The little book of colour: how to use the psychology of colour to transform your life. London: Penguin Books.
  • Keller, K. L. & Kotler, P. (2012). Marketing management. New Jersey: Pearson.
  • Khattak, R. et al. (2018). Color psychology in marketing. Journal of Business and Tourism, 4(1), 185-190.
  • Kotler, P. & Keller, K.L. (2011). A framework for marketing management (5th ed.). Hoboken, NJ: Prentice Hall.
  • Krajčovič, P. & Čábyová, Ľ. (2017). Influence of selected factors on the effectiveness of print media advertising. European journal of science and theology, 13(6), 133-144.
  • Li, F. (n.d.). The application of color semantics in modern graphic advertising design. https://www.clausiuspress.com/conferences/LNEMSS/ICEMSS%202020/20ICEMSS011.pdf
  • Lister, J. (n.d.). How does color affect advertising? https://smallbusiness.chron. com /color-affect-advertising-30998.html
  • List of colors by name. Retrieved from https://www.colorhexa.com/color-names Meaning of the color blue: symbolism, common uses, & more. https://www.colorsexplained. com/color-blue-meaning-of-the-color-blue/ Meaning of the color green: symbolism, common uses, & more. https://www.colorsexplained.com/color-green-meaning-of-the-color-green/
  • Moroika, A. & Stone, T. (2006). Color design, workbook. A real-world guide to using color in graphic design. Massachusetts: Rockport Publishers.
  • Panasenko, N. (2020). Colourful mosaic of images and characters in the works of Iris Murdoch. Lege artis. Language yesterday, today, tomorrow, V(1), 185-227.
  • Panasenko, N., Greguš, Ľ. (2022). Media text in the mirror of linguistics (1st ed.). Prague: Wolters Kluwer ČR.
  • Panasenko N. & Korcová, Z. (2011). Different approaches to colour terms analysis. Typology of language meanings in diachronical and comparative aspects, 23, 124-134.
  • Panasenko N. & Mudrochová R. (2021). Advertisement text as semiotic construal. Megatrends and media 2021: Home officetainment. Conference Proceedings. Trnava: Faculty of Mass Media Communication, 421-438.
  • Templar, R. (2013). The rules of management. London: Pearson.
  • Wheeler, A. (2009). Designing brand identity. New Jersey: John Wiley & Sons.
  • Wyler, S. (1992). Colour and language: colour terms in English. Tübingen: Gunter Narr Verlag.
There are 26 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Articles
Authors

Tatiana Fillova

Nataliya Panasenko

Publication Date March 31, 2023
Published in Issue Year 2023 Volume: 5 Issue: 1

Cite

APA Fillova, T., & Panasenko, N. (2023). THE ROLE OF COLOUR IN SUCCESSFUL FUNDRAISING CAMPAIGN. Economics Business and Organization Research, 5(1), 65-87.