author(s)
Sidhharrth S Kumaar

abstract
This work investigates, using both qualitative and quantitative methods, the brain and behavioral reactions to color in digital marketing. With color psychology so important in developing successful strategies, digital marketing has focused more and more over the past 10 years on visually beautiful and emotionally compelling material. Powerful visual signals, colors cause certain emotional reactions and greatly influence customer behavior. Using eye-tracking and electroencephalography (EEG) to gauge consumer reactions to digital commercials with different color schemes, this study combines ideas from color psychology, behavioral economics, and neuromarketing. With regard to click-through rates (CTR) and conversion rates, the results show that warm colors (red, orange, yellow) and high-contrast ads beat cool colors (blue, green, purple) and low-contrast ads. Warm colors get a CTR of 4.8% and a conversion rate of 3.3%, according to quantitative data; high-contrast ads get a CTR of 5.4% and a conversion rate of 3.6%. Longer focus periods on warm colors and high-contrast areas found by eye-tracking data point to increased interest levels. Warm colors are said to be "exciting" and "attention-grabbing," according to qualitative data from participant interviews; cold colors are said to be "calming" and "trustworthy." While low-contrast commercials are typically seen as "bland," and "easy to ignore," high-contrast ads are hailed as "clear" and "striking." The study also uses Panch Mahabhutas and numerological approaches to connect color efficacy to the energetic and dynamic properties of their related numbers and elements. These revelations provide marketers with practical ideas for improving engagement and increasing CTR and conversion rates by means of ideal color and contrast selections in digital advertising.