The Psychology of Color in Digital Platform Advertising and Dooh (Digital Out-of-Home)

Color is a vital psychological tool in advertising, influencing perception, emotions, and behavior. In digital platform advertising and Digital Out-of-Home (DOOH) media, the creative use of color can capture attention, evoke emotions, and drive consumer decisions within seconds. This paper explores the interplay between color psychology and advertising effectiveness, emphasizing the role of creatives, the importance of the first three seconds in video ads, and the psychological underpinnings of audience engagement. Case studies, expert quotes, and practical recommendations are provided to guide advertisers in leveraging color for maximum impact.