The Influence of Colours in Newspapers on Consumers of Different Age Groups

Each colour has its own background and represents us in one way or another. Colour is certainly a part of us and thus also a part of graphic design, which is a key building block of a good visual image of newspapers, flyers, brochures and other graphic products. Designers could certainly step outside the box and create a new, somewhat more modern image for various newspapers and magazines, but then the question arises of the acceptability of the new image by consumers, as physical newspapers are much more frequently purchased by customers of older generations who have been following the newspaper classic from the very beginning. As already mentioned, they established and at the same time confirmed two of the set hypotheses, namely that people know the basic colours and are aware that they carry a certain message value.

Problem

Each colour has its own background and represents us in one way or another. Colour is certainly a part of us and thus also a part of graphic design, which is a key building block of a good visual image of newspapers, flyers, brochures and other graphic products. Certainly, colour ** conveys a message** to us and it is very difficult to overlook, as it has a great influence on us, even though we are sometimes not aware of it.

Colour is that essential element that ensures that something attracts us even more simply because it breathes completely new life into a certain object, element or similar. Despite everything, they found through the diploma thesis that the choice of colour must be well thought out, as it must match the message, its purpose, and at the same time the viewer must also recognise its role. Although most people on the consumer side are also aware of how important colour is, those who incorporate colour into newspapers, brochures and so on must be even more aware of this.

Colour can have a great influence on us, but it needs to be given the opportunity to prove this to us. It is one of the elements that has the greatest power to attract its users and colour their lives even more. Despite the fact that colour was the central part of their diploma thesis, we certainly must not neglect the newspaper, whose graphic image in connection with colour is equally important.

Nowadays, there are many different newspapers and magazines on the market that we as consumers reach for, and they represent great competition amongst themselves. The design style is similar amongst all of these, although each of them has its own special features that ensure recognition in the market.

Solution and Method

Designers could certainly step outside the box and create a new, somewhat more modern image for various newspapers and magazines, but then the question arises of the acceptability of the new image by consumers, as physical newspapers are much more frequently purchased by customers of older generations who have been following the newspaper classic from the very beginning. It was also evident from the analysis that people most often associate black and white colour with newspapers, from which we can deduce that they may not pay much attention to other colours when reading the newspaper at all.

Perhaps this is happening due to today's modern technology, which enables us to read newspapers online, which we can also access via smartphones, and it all seems self-evident to us, whilst at the same time the fast pace of life enables reading them in a very short time, which leads to us paying attention only to the content, whilst we simply neglect the graphic image. If we summarise the entire diploma thesis, we can say that their analysis in the practical part was successful.

Results

As already mentioned, they established and at the same time confirmed two of the set hypotheses, namely that people know the basic colours and are aware that they carry a certain message value. The word newspaper is associated by most people with black and white colour. Due to positive energy, conspicuousness and a good feeling, people are more inclined towards warm colours.

They refuted the last of the set hypotheses, which states that colours influence a person's choice of a product, as only 27 per cent of respondents answered ** that colours influence** their choice. In general, they are satisfied with the entire analysis, and at the same time we hope that the participants also took something away from it. Certainly, people ** could ultimately pay more attention to colours**, as we know, there are also methods of treatment using light and colour, and at the same time they also affect their hormones in the body.

We hope that with this diploma thesis they have perhaps broadened the spectrum of knowledge and thinking of people and that they will delve deeper into this field and begin to understand colours. Link to the final product: http://www.icp-mb.si/wp-content/uploads/2017/11/12-%C5%A0tu%C5%BEi-maj-2017.pdf