Vliv barev na percepci marketingové komunikace: Problematika preference barev a jejich dopadu na zapamatovatelnost reklamy

The aim of this thesis is to determine whether color preference, color temperature, and the level of contrast influence the memorability of visual stimuli in marketing communication, and additionally to examine whether there are differences in color preferences based on gender. The theoretical part summarizes existing knowledge from the field of color psychology and its application in marketing communication, with a focus on key constructs such as color preference, color temperature, contrast, and the memorability of visual stimuli, on the basis of which research hypotheses are formulated. The empirical part is conducted as a quantitative online experiment, in which respondents are exposed to visual stimuli differing in color characteristics; the data are analyzed using appropriate statistical methods. The output of the thesis consists of conclusions regarding the relationship between color properties and advertisement memorability, as well as differences in color preferences by gender, along with implications for the design of visual marketing communication. The thesis adheres to ethical research principles.