The Impact of Colour on Print Advertising among the Different Culture in EMU

Print advertising was designed for the local target market and primarily focuses on the local language to communicate with the customer. However, immigration and education in international universities such as Eastern Mediterranean University influences the rise in diversity of cultures. The diversity of international students inhabiting one area proliferate the need to use specific design elements of advertising such as visual and colour to appeal to every individual cultural background. Therefore, the use of appropriate colours in advertising can greatly affect the success of the advertised product. The aim of this study is to examine the impact of colour on print advertising amongst 350 students from different cultural ethnicities who study in the Eastern Mediterranean University. The methodology to carry out this study was quantitative, and random sampling method was used in order to collect data. After collecting data, the SPSS software was used to analyse it. In data analysis, descriptive statistics were based on the demographic information of questionnaires, and therefore, T-TEST and ANOVA methods were conducted to test the research questions. Findings of the study show that amongst all the colours studied in this research, red colour attracted the most attention among respondents in the print advertising. However, gender and cultural differences in the choice of colour were not effective elements. Keywords: Print Advertising, Colour, Different Culture