Detalhes do Documento

The effects of color on consumer behavior have been widely studied. It is proven that color has a substantial impact on human psychology and behavior. However, little is known about the influence of complementary color schemes, specifically, applied to consumer behavior. This work aims to fill the research gap by conducting a study on the perception of complementary colors in a digital environment. Therefore, a survey with 100 participants was conducted, investigating the impact of complementary colors on product attractiveness, purchase intention and emotions. Within the scope of this study, the color characteristics hue and saturation were analyzed. Results of an ANOVA analysis as well as T-Tests partially support the hypotheses that complementary color schemes positively influence the variables. Findings suggest, that the saturation level yields significant results in favor of complementary colors, while the results for hue are mostly insignificant and lead to a rejection of the hypotheses.