Impact of the Perceived Congruence Between the Dominant Color of the Ad Banner and the Message on Consumer Attitude Towards the Brand

The improvement of advertising effectiveness is one of the issues that concerns not only marketing researchers but also professionals in the sector. One of the important elements of advertising design is color, which is one of the visual characteristics that consumers take into consideration when evaluating a company’s offer and making a decision. However, few studies have looked at the influence of colors used in advertising on consumer behavior, especially in a digital context. The main objective of this paper is to propose a conceptual framework highlighting the effect of the perceived congruence between the dominant color of the advertising banner and the content of the message on the consumer’s attitude towards the brand. This proposed model also highlights the mediating role of the consumer’s affective state and the moderating role of his initial mood, which has been virtually ignored in previous work.