Abstract

The study focuses on the psychological theory of colour in graphic design on the advertisement of consumer goods. The specific objectives identify the impact of colour perception and emotion as it psychologically affects and influences the behaviour of consumers in purchasing the products advertised. Descriptive research study, that is, employing qualitative methodology was used to address the study and it adopted survey design method to investigate the activities of the respondents (the consumers) that emotion and colour have impacts on their purchasing behaviour. The population for consumers is infinite and outside the limit of manageable size. Yamane‟s formula which stated that a finite population consists of a fixed number of elements that can be easily counted, while an infinite population on the other hand is where a complete count of all element or subject that makes up the population cannot possibly be counted was therefore adopted to determine the sample size of three hundred and eighty-five (385). Random sampling method was used in administration of the questionnaire and structured questionnaire was used to collect demographic information about the respondents and elicited responses from the respondents on issues raised in research questions and the objectives of the research. Frequency and percentage distribution were used to analyse the background information of the respondents and some of the issues addressed in the questionnaire. The result of the analysis established that colour value and emotional theory stimulate and energize consumers, and that it creates acceptance, admiration, affection and psychologically served as powerful market tools. A consumer Colour Perception Purchasing Behaviour Model was proposed based on the result.

Key words: Psychoanalytical, emotion, colour value, consumer, theory, graphics.