FEATURES OF THE EFFECT OF COLOUR SCHEME ON THE CONSUMER IN ADVERTISING WEB DESIGN

Abstract

The objective of the work is to determine the features of the effect of colour scheme on the consumer based on the technical capabilities of web design. Research methodology. This study was conducted at the intersection of different concepts and methods, i.e. it is essentially an interdisciplinary study. The theoretical and methodological basis of the research were fundamental works in the field of colour culture, colour advertising communication, materials on web design, technical literature in the field of colour reproduction in the digital field. The scientific novelty of this study is to identify the principles of the use of colour in advertising web design, the relationship of technical capabilities with the tasks of advertising and the aesthetics of cultural traditions.