IMPACT OF COLORS ON THE DISTRIBUTION OF

FLYERS

Ferrer, John Lawrence G.

Mapalo, Richelle L.

Luncio, Carline Shoey

Gumarad, Ditas

Macababbad, Ian Jay

Caliboso, Marcela

Sinad, Liema

1
 DEDICATION

We would like to dedicate this piece of work to those who helped in its completion.

Our parents and family members for their unparalleled love, concern and support; they

inspired, motivated, and encouraged us to finish this work.

Our professors, most especially to our Experimental Psychology instructor, Mr.

Hemilton Ocampo, who have shared their knowledge and giving us important key points to

make our study better.

Our friends and co-researchers who is always there to support and cheer us up.

Lastly, we dedicate this to ourselves in return to all sacrifices and hard work we’ve done

to successfully finish this research.

Above all, to our Almighty Father, for his blessings, love and guidance.

THE RESEARCHERS
 ACKNOWLEDGEMENT

The researchers would like to extend their gratitude and appreciation to the following who

contributed to the accomplishment of the study.

Dr. Jane R. Sambrana, Dean of College of Arts and Sciences, for allowing us to conduct the

study;

Sir Hemilton Ocampo, research adviser, for the continuous guidance and support throughout the

completion of this academic endeavor;

Sir Arthur Oliquiano, for giving the researchers some suggestions and recommendations of this

study;

Sir Crizaldy Binarao, statistic professor, we would like to thank him for helping and teaching us

statistics.

Our loving and supportive Parents, for the unending love and giving some words of

encouragement that serves as their strength and inspiration;

Friends and Classmates, for the company they have shared;

Above all, the Almighty God, for his blessings that empowers and enables the researchers to

overcome all difficulties and problems during the conduct of the study.

THE RESEARCHERS
 TABLE OF CONTENTS

Title Page

TITLE PAGE ------------------------------------------------------------------------------------------------ i

DEDICATION ---------------------------------------------------------------------------------------------- ii

AKNOWLEDGEMENT ----------------------------------------------------------------------------------- iii

TABLE OF CONTENTS ---------------------------------------------------------------------------------- iv

CHAPTER 1 THE PROBLEM AND ITS BACKGROUND

Introduction -------------------------------------------------------------------------------- 1

Review and Related Literature ---------------------------------------------------------- 2

Research Paradigm ----------------------------------------------------------------------- 6

Conceptual Framework ------------------------------------------------------------------ 6

Statement of the problem ---------------------------------------------------------------- 6

Hypotheses --------------------------------------------------------------------------------- 7

Significance of the study ----------------------------------------------------------------- 7

Scope and Delimitation ------------------------------------------------------------------ 7

Definition of terms ----------------------------------------------------------------------- 7

CHAPTER 2 METHODOLOGIES

Research Design ------------------------------------------------------------------------- 8

 Research Subject ------------------------------------------------------------------------ 8

Data Gathering Instruments ----------------------------------------------------------- 8

Data Analysis --------------------------------------------------------------------------- 8

Data Gathering Procedure ------------------------------------------------------------- 9

CHAPTER 3 RESUT AND DISCUSSION

Results ------------------------------------------------------------------------------------ 10

Discussion -------------------------------------------------------------------------------- 10

CHAPTER 4 SUMMARY OF FINSINGS, CONCLUSIONS AND RECOMMENDATIONS

Summary of Findings ------------------------------------------------------------------- 11

Conclusions ------------------------------------------------------------------------------ 11

Recommendations ---------------------------------------------------------------------- 11

RFERENCES -------------------------------------------------------------------------------------------- 12

CURRICULUM VITAE ------------------------------------------------------------------------------- 13

 CHAPTER 1
THE PROBLEM AND ITS BACKGROUND

INTRODUCTION

Flyers are a form of paper advertisement intended for a big audience in public places. Flyers

are primarily used to attract attention in events such as store grand openings of establishments,

fundraisers, local char4ity events, political rallies, when offering discount coupons or when

providing information in general. They are one of the most affordable marketing tools still utilized

up to date. also, unlike other advertising materials which are costly, flyers are relatively cheaper,

but are still effective.

There are several problems advertisers encounter in distributing flyers, one of these is the

tendency for the general public to ignore, or simply be disinterested to these flyers. For instance,

even if many people are hired to distribute these flyers, majority of the customers or the general

public will either remain disinterested, and may just opt out to throw these advertising pamphlets

away.

Color is one of the significant elements which is used to capture your audience attention

and entice them to read these flyers. Wassily Kandinsky once said “Color is power which directly

influences the soul” in that case color can often be the sole reason someone is interested in a thing.

In addition to that, the psychology of color plays an important role in establishing a solid

emotional connection with the audience. According to HELP SCOUT, the Psychology of colors

in Marketing and Branding relates to choosing a color such as yellow and orange to emphasize

cheerfulness which can promote optimism and emanates a happy vibe, in addition Green just oozes
of vitality, peace, growth and health. It denotes wealth as well as outdoors and nature, while white

emphasizes purity and cleanliness.

Thus, the purpose of this study is to test how the colors will affect the effectiveness of using

flyers as an advertising technique. How people would likely react or show interest in the given

flyers is also tackled by this study. In general, the study is designed to bring an understanding to

the importance of colors in marketing.

REVIEW OF RELATED LITERATURE

There has been multitude of research (Call and Jantzen 2012) (Labrecque and Milne

2012) (Gimba 1998) when it comes to color psychology and its application to marketing. But

research on the application of specific color schemes and its effect on purchase intent is minimal.

If not nonexistent.

According to a paper published by Nepsprint (2018), that designing flyers for your

business can be a stressful process. Choosing colors and fonts and other design options can seem

overwhelming to many. Studies have shown that color is an important factor when people choose

which businesses to support. So, when you are creating your strategy for fliers, it is essential to

get your colors right. Certain colors can make people feel certain ways. Some convey certain

feelings that you want people to associate with your company, some do the opposite.

According to Shutterstock (2016), said that one of the most important considerations for a

business is the color or colors they used for fliers. Shuttersttock also stated that “Colors can

leave a lasting impression and elicit a wide range of reactions and emotions, making them

an important thing to consider” This article is expanded more by Amy Morin (2014) by
Forbes who interviewed Sally Agustin to find out more about color psychology. Sally

Augustin stated that” color evokes similar emotional responses in most people”, bu t the

truth in that matter is that color is too dependent on personal experience to be universally

translated to specific feelings. People of different cultures may have different thoughts and

emotions about certain colors. Also, a person’s past experience can affect feelings about a

certain color. Despite the exceptions, there are some basic generalities about how certain

colors evoke specific emotional and behavioral responses. There have been numerous people

who argued that the psychology of colors is just a misconception and is backed up with so little

data Satyendra Singh (2006) discovered that “People make up their minds within 90 seconds

of their initial interactions with either people or products. About 62‐90 percent of the

assessment is based on colors alone. So, prudent use of colors can contribute not only to

differentiating products from competitors, but also to influencing moods and feelings –

positively or negatively – and therefore, to attitude towards certain products. Given that our

moods and feelings are unstable and that colors play roles in forming attitude, it is important

that managers understand the importance of colors in marketing and distribution of flyers...”

The colors you choose also tell something about your company's brand, according to a

research paper published by the University of Delaware. In addition, Gregory Siotti (2016) also

stated that colors play a fairly substantial role in purchases, branding and making a flier.

The key is using a color that grabs a prospect's attention but is not so dark or bright that the

message is lost on the page. In an appropriately titled study called Impact of Color in

Marketing, researchers found that up to 90% of snap judgments made about products can be

based on color alone (depending on the product). regards to the role that color plays in

branding, results from studies such as The Interactive Effects of Colors show that the
relationship between brands and color hinges on the perceived appropriateness of the color

being used for the particular brand.

The study Exciting Red and Competent Blue also confirms that purchasing intent is

greatly affected by colors due to the impact they have on how a brand is perceived. This means

that colors influence how consumers view the "personality" of the brand in question.

Additional studies have revealed that our brains prefer recognizable brands, which makes

color incredibly important when creating a brand identity. It has even been suggested in Color

Research & Application that it is of paramount importance for new brands to specifically

target logo colors that ensure differentiation from entrenched competitors (if the competition

all uses blue, you'll stand out by using purple).

According to Satyendra Singh, (2006) Color is ubiquitous and is a source of

information. People make up their minds within 90 seconds of their initial interactions with

either people or products. About 62‐90 percent of the assessment is based on colors alone. So,

prudent use of colors can contribute not only to differentiating products from competitors, but

also to influencing moods and feelings – positively or negatively – and therefore, to attitude

towards certain products.

There are several studies that delve into the actual makeup of a color or its hue,

saturation, and intensity. A study titled, “Effects of Color as an Executional Cue in Advertising:

They’re in the shade.” Contained eight hypotheses. All of them focused on the different

characteristics of color in an advertisement, and whether or not they had an effect on feelings of

the subject. They measured feelings in a two-dimensional framework that measured excitement

versus boredom and relaxation vs tension. This study tested several different aspects of the use of

color as an executional cue. It tested separate parts of color such as hue, chroma and value. As
for the results higher level of chroma and value brought forth feelings of excitement and

relaxation, respectively. The study suggests that by taking advantage solely of the hue not paying

much attention to the chroma and value is forcing brands to miss sales opportunities.

(Gorn, Chattopadhyay, Yi & Dahl 1997)

An important goal of an advertiser would be to select colors that maximize attention,

provide more realistic and appealing portrayal of the product and arouse appropriate feelings

(Wells et al.1992). These, in turn, would hopefully lead to favorable brand attitudes. However,

choosing a particular color (or colors) is a difficult and a subjective task, as there is little that can

be classified as solid fact (Bellizi and Hite 1992). Nancy Wagner Suggesting value. If you want to

convince people that your services or product cost little for the value, go to an article Forbes.

Appealing to prospects on a budget makes blue suitable, too. Use a combination of these colors to

appeal to the largest number of people. She also added go green if you want to motivate people to

think about nature or the environment. But green is not limited to outdoorsy businesses. The color

is also used by companies that sell financial services, notes an article in Entrepreneur. Use a dark

green font and light green design elements to draw attention to your flyer. You can also use a pale

green paper with darker print on it to help grab attention.

Karla Lant (2017) wrote in his journal Color and the way humans perceive it plays a crucial

role in marketing and advertising. There’s an entire field of research dedicated to it, in fact! Color

psychology is the study of how colors influence human emotions and behaviors. Our reactions to

color are based on a complex series of interactions between our cultural background, our family

upbringing and our personal tastes.

RESEARCH PARADIGM

INDEPENDENT VARIABLE DEPENDENT VARIABLE

Color Distribution of Flyer

This shows the interrelationship of the specific variables, the Independent which is the

color, and the dependent variable that is the distribution of flyer.

CONCEPTUAL FRAMEWORK

Numerous researches have been proven that colors play a very important role in marketing.

According to a research paper published by the University of Delaware. The key is using a color

that grabs a prospect’s attention but is not so dark or bright that message is lost on the page. Other

factors such as good quality print and expensive paper may affect the flier. Hence, this study is to

know the impact of colors on the distribution of fliers.

STATEMENT OF THE PROBLEM

Is there a significant effect of color on the distribution of flyer?

HYPOTHESIS

There is no significant effect of color on the distributing flyers.

SIGNIFICANCE OF THE STUDY

This study aims to observe and test if there is significant difference of applying colors in a

flyer. If this study will be highly significant, then these following stakeholders will benefit:

Students: this study will help them to be aware of what color is most effective for flyers.

Businessman: it will help them to promote their businesses and their brands to attract more

customers to buy their product.

Researchers: this study may help researchers to support their future studies in the academe and

also to help them in their businesses in the future using flyers.

SCOPE AND DELIMITATION

This study considers the limited number of respondents and selected colors to be use. It

focuses on color on the distribution of flyer. The whole experiment will be conducted in Cagayan

State University Carig Campus.

DEFINITION OF TERMS

Color: An important ingredient on flyers. Used to attract people’s attention.

Fliers/Flyers/Pamphlets: It is a material used in advertising. It can also be used to attract attention

to promote an event or a means to spread awareness.

Advertising: is a marketing tactic involving paying for space to promote a product, service, or

cause. The actual promotional messages are called advertisements, or ads for short.
 CHAPTER 2

RESEARCH METHODOLOGY

Research Design

The design of the study is an experimental method to assess impact of colors such as

green, white and red on the distribution of flyers. The researchers will use the chi-squared test

design to compare whether there is a significant difference between the implementation of colors

on distributing flyers.

Research Subjects

The subjects will be 120 random students of Cagayan State University- Carig Campus.

Data Gathering Instruments

The instrument used was a researcher-made flier in three different colors to gather the

needed data for the experiment. The researcher has used the method of observation to collect

information. The flyer contains about Mental Health awareness and the color was drawn out

based on the researcher’s readings and previous studies.

Data analysis

The statistical tool will be use in the experiment is the chi-square test with 0.05 level of

significant.
Data Gathering procedures

The procedures taken by the experiments to conduct the study are as follows:

The researchers will write a letter for the approval of their college dean and their

experimental psych prof. in order start conducting their experiment. after that the researchers will

be distributing a total of 120 fliers with three different colors, 40 white, 40 red and 40 green to

the random students of CSU. The researchers will record the number of flyers that was taken on

each color and the fliers that were not taken. Next is for the computation of the gathered data.
 CHAPTER 3

RESULT AND DISCUSSION

This chapter represents the data in tabular form and its corresponding analysis and computation

using statistical method.

Table 1: The table shows the observed values.

White Light Blue Neon Pink

Take 15 28 32 75

Don’t Take 8 12 25 45

40 40 40 120

To find the expected value of a cell, multiply the row total times the column total and divide

by the grand total. So, for the upper left cell, the expected value is (75*40/120), or 25. The next

cell in the row has an expected value of (75*40/120), or 25.

Proceeding in a similar fashion, you can fill in all the remaining expected values.

You can also just use subtraction, since you know what the totals must be. For example, the first

row adds up to 75, so the last cell in the first row must have and expected value of 25. The general

number of degrees of freedom is (number of rows-1) times (number of columns-1). In this case,

that is (1x2), or 2.

Applying the formula.

∑(𝑂 − 𝐸)2
𝐸
The result is 16.8533

Degrees of freedom is 2

p = 0.00021895

The chi-square statistic is 16.8533. The p-value is .0002189. The result is significant at p < .05.
 CHAPTER 4

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

Summary of findings

The findings are presented based on the experiment conducted.

1. Based on the data gathered, the total score of taken flyers is higher than that of the

flyers that are not taken.

2. Based on the data gathered, the total score of those colored flyers is higher than that

of white colors

3. Color has a significant effect on distributing flyers.

Conclusion

Based on the findings of the experiment is concluded that:

1. Colors have a great impact on distributing flyers, it induces great interest among

responders.

2. Plain colors like white in using flyers may have less impacts in distributing flyer.

3. Distribution of flyers are better when appropriate color is used.

Recommendation:

1. This research about colors on flyers, have shown and came up with a positive response on

the experiment of the subjects who participated. Researchers recommend other

researchers and businessmen to apply appropriate colors in making their flyers for them

to attract more attention from people, entice them to read the flyers, and establish a solid

emotional connection with the audience.

 REFERENCES

 https://bizfluent.com/info-8284319-colors-marketing-flyers-attract-people.html

Nancy Wagner

Copyright 2019 Leaf Group Ltd. / Leaf Group Media

 Shutterstock By Shutterstock | August 4, 2016

https://www.shutterstock.com/blog/color-psychology-brands

By Shutterstock | January 20, 2016

https://www.shutterstock.com/blog/colors-and-moods-communication?

By Eleanor Innis | May 17, 2016

https://www.shutterstock.com/blog/9-brands-trademarked-color?f

 Satyendra Singh, (2006) "Impact of color on marketing", Management Decision, Vol.

44 Issue: 6, pp.783-789, https://doi.org/10.1108/00251740610673332

 Color Psychology in Marketing [Infographic], Written by Lindsay Kolowich

https://blog.hubspot.com/marketing/psychology-of-color?fbclid=IwAR3Cua5nXIF-

U3pKKjcma4a_UHVEoofQohHtbzdZ3nF-PF4OQmF-KEOyDMs

 Amy Morin (2014). How To Use Color Psychology To Give Your Business An Edge,

https://www.forbes.com/ ©2019 Forbes Media LLC. All Rights Reserved.

 Bottomley, P. A., & Doyle, J. R. (2006). The interactive effects of colors and products on

perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63–

83. https://doi.org/10.1177/1470593106061263

 http://udel.edu/~rworley/e412/Psyc_of_color_final_paper.pdf

University of Delaware: Color Sells, How the Psychology of Color Influences Consumers
 CURRICULUM VITAE

Personal information

Name: Luncio, Carline Shoey

Sex: Female

Marital Status: Single

Birthdate: November 18, 1997

Birth place: Baguio City

Age: 21

Religion: Anglican

Nationality: Filipino

Permanent Address: Dagupan West, Tabuk City, Kalinga

Educational Background

Tertiary: Cagayan State University Carig-Campus

Secondary: Tabuk City National High School

Elementary: Tabuk City Central School

 CURRICULUM VITAE

Personal information

Name: Caliboso, Marcela

Sex: Female

Marital status: Single

Birthdate: January 12, 1996

Birth place: Anagguan, Rizal Cagayan

Age: 23

Religion: Roman Catholic

Nationality: Filipino

Permanent Adress: Anagguan, Rizal Cagayan

Educational Background

Tertiary: Cagayan State University-Carig Campus

Secondary: Saint Francis Academy

Elementary: Rizal Central School

 CURRICULUM VITAE

Personal information

Name: Sinad, Leima

Sex: Female

Marital Status: Married

Birthdate: September 24, 1996

Birth place: Bimonton, Mallig, Isabela

Age: 22

Religion: Roman Catholic

Nationality: Filipino

Permanent Address: Mallig Isabela

Educational Background

Tertiary: Cagayan State University-Carig Campus

Secondary: Mallig National Highschool

Elementary: Bimonton Integrated Highschool

 CURRICULUM VITAE

Personal information

Name: Macababbad, Ian Jay

Sex: Male

Marital Status: Single

Birthdate: November 22, 1997

Birth place: Linao east

Age: 21

Religion: Roman Catholic

Nationality: Filipino

Permanent Address: Taguinod St. Linao East, Cagayan

Educational Background

Tertiary: Cagayan State University-Carig Campus

Secondary: Linao National High School

Elementary: Linao Elementary School

 CURRICULUM VITAE

Personal information

Name: Gumarad, Ditas

Sex: Female

Marital Status: Married

Birthdate: July 22, 1988

Birth place: Masi Zinundungan Rizal, Cagayan

Age: 31

Religion: Roman Catholic

Nationality: Filipino

Permanent Address: Poblacion, Calayan, Cagayan

Educational Background

Tertiary: Cagayan State University-Carig Campus

Secondary: Illuru National Highschool

Elementary: Gaggubatan Elementary School

 CURRICULUM VITAE

Personal information

Name: Ferrer, john Lawrence

Sex: Male

Marital Status: Single

Birthdate: April 22, 1997

Birth place: Tuguegarao City

Age: 21

Religion: Roman Catholic

Nationality: Filipino

Permanent Address: Larion Alto, Tuguegarao City

Educational Background

Tertiary: Cagayan State University-Carig Campus

Secondary: Cagayan National High School

Elementary: Tuguegarao West Central Elementary School

 CURRICULUM VITAE

Personal information

Name: Mapalo, Richelle

Sex: Female

Marital Status: Single

Birthdate: March 24, 1998

Birth place: Bimonton Mallig Isabela

Age: 21

Religion: Spiritista

Nationality: Filipino

Permanent Adrdess: Bimonton Mallig, Isabela

Educational Background

Tertiary: Cagayan State University-Carig Campus

Secondary: Bimonton Integrated School

Elementary: Bimontod Integrated School