• P2-6

THE EFFECT OF BACKGROUND COLOR ON SUSHI ADVERTISEMENT ATTITUDES AND PREFERENCE ON FACEBOOK

Natchaphak Meeusah¹ Chanida Saksirikosol²*, Kitirochna Rattanakasamsuk² and Chanprapha Phuangsuwan²


¹ Department of Multimedia Technology Rajamangala University of Technology Thanyaburi, Thailand

² Color Research Center Rajamangala University of Technology Thanyaburi, Thailand


*Corresponding author: Chanida Saksirikosol, chanida_s@rmutt.ac.th


Keywords: background color, advertisement, facebook, attitude

Poster presentation video: https://youtu.be/fpueXkZD4vg



In the previous study, we examined the preferred color of background on pizza, burger, and bubble milk tea on Facebook fanpage and found red background color most preferred for pizza and burger and blue for bubble milk tea [1]. However, the methodology was not well controlled and color

specifications were not precise. In the present study, Sushi (寿司) was examined as the food product because Sushi is very popular among teenagers in Thailand. The close-up Sushi image was presented

on a display”. Eleven background colors were adopted from CIEL*a*b* color space: black, grey, white, 0°, 45°, 90°, 135°, 180°, 225°, 270° and 315°. Their chroma (C*ab) and lightness (L*) were made equal. The Sushi image on the display was presented to observers in pseudo-random order one by one to cover all the eight background colors. The experiment was done in classroom of which illuminance was 500 lx. One hundred observers of students at Rajamangala University of Technology Thanyaburi participated in the experiment. The semantic differential scale was used to evaluate the effects of background colors. The assessment was prepared on google form. Adjectives used for observer scaling were contrast, attractiveness, tastiness, freshness, cleanness, and gorgeousness. The result showed that background color plays an important role for food product advertisement, particularly affected to tastiness and freshness of Sushi.



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