Червеният цвят като константа в рекламната комуникация
Red color as a constant in ad communication

Summary/Abstract: Colour‘s as constants have important roles. They are connected by perception and by the preference of different audiences. When designers have to work with colour, they often consider specific aspects of colour interpretations. In this study the colour red is interpreted from different points of view. Here are the results from the test; it was made with Bulgarian consumers to examine their colour preferences and interpretations. What Bulgarian consumers considered to be the most preferable colour for men and women. There is different information about color interpretations depending on gender, psychophysiological and other aspects. At the end of this issue the information about the colour red has been used to analyze it as a constant for the Coca-Cola brand.

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