ROLE OF COLORS IN DESIGN WEB BANNER ADVERTISING: IN THE CONTEXT OF ETHNIC APPAREL

Since in the beginning colors have stirred our emotions. White chalk was a precious tool in the hand of Paleolithic artists. Gold from the very first civilization reminded us of the sun. A desire for the mysterious and exotic blue changed the course of history. Similarly in the modern period especially in advertising world, colors are always an important element of design for communication. It is the first thing that viewers notice in ads and today’s scenario the web is a global medium for advertising and as such it requires as to consider the meaning of color in a much broader context. Since the beginning of the digital revolution we have free to access any color, we can possibly think of and more and more people access the web with high quality color monitors. Therefore colors and color graphics are important dimensions in the design of web banner advertising. Colors are definitely grabbing worldwide attention, but it certainly was not easy to get hold of. This is why it became the ultimate symbol of luxury. Those who could afford it use favorite hues to decorate their surroundings. That’s why color is powerful element of design, it can change our mood- the mood of potential customers. If a color of web banner ads improves our state of mind, our relationship with a brand will deeper and probability of return and click through rate will increase. So it means the color make the advertising attractive and evoke the consumer desire towards the ads. Thus this paper will going to discuss the role of color in web banner advertising in context of ethnic apparel and also understanding colors and how they can be used to enhance visual communication in banner ad design.