The Impact Of Colour Combination In Newspaper Design And Makeup

The Impact Of Colour Combination In Newspaper Design And Makeup
Abstract
The study the Impact of Colour Combination in Newspaper Design and Makeup. (A case study the Punch newspaper). Colour is one of the most powerful tools available to graphic communicators second only to words. Colour helps to draw the attention of the readers to some important stories apart from its potential to add aesthetic quality to the magazine pages. Every day you are surrounded by a world of color. Since infancy, it has influenced your thoughts, actions, emotions and reactions. Color can say “stop,” it can say “go,” it can say “slow down.” It can be bright or dull, cold or romantic, eye-catching or mind-numbing and it has many names and forms. “Working successfully with color requires both emotion and knowledge,” says Luke. And though one aspect is not necessarily more significant than the other, having a more extensive knowledge of color and how it works allows for better appreciation of the complexity and importance of the color you work with every day. However, it is obvious that colour combination plays a very prominent role in newspaper and the world of print media in general. Also, colour draw the attention of the reader to the most prominent news and issue especially when creatively combined at the front page of a newspaper. In fact the headline scanners and photo scanner always find it easy to know the most important news of the day. Without messing word, colour combination has improved the qualities of Newspapers and other print media in Nigeria. A critical review to related literature was made. Quantitative research design was used in which cross-sectional survey method was adopted while the data collection instrument was questionnaire. It is obviously cleared from the findings of this study that the use of different colours play a very prominent role in newspaper/magazine and the world of print in general. Finally, recommended: print media should always use only colour that can blend with the photo and text and denote the content of the message in the newspaper. Newspaper /Magazine page planner and designer should learning better colour combination to add aesthetic value to the pages.
Table of Content
Chapter One
Introduction
- 1.1 Background of the study
- 1.2 Statement of the problem
- 1.3 Objective of the study
- 1.4 Research questions
- 1.5 Research hypotheses
- 1.6 Significance of the study
- 1.7 Scope of the study
- 1.8 Limitation of the study
- 1.9 Definition of terms
Chapter Two
Review of Literature
- 2.1 Conceptual Framework
- 2.2 Theoretical Framework
- 2.3 Empirical Framework
Chapter Three
Research Methodology
- 3.1 Introduction
- 3.2 Research Design
- 3.3 Population of the study
- 3.4 Sample size determination
- 3.5 Sample size selection technique and procedure
- 3.6 Research Instrument and Administration
- 3.7 Method of data collection
- 3.8 Method of data analysis
- 3.9 Validity of the study
- 3.10 Reliability of the study
- 3.11 Ethical consideration
Chapter Four
Data Presentation and Analysis
- 4.1 Data Presentation
- 4.2 Answering research questions
- 4.3 Test of analyses
Chapter Five
Summary, Conclusion and Recommendation
- 5.1 Summary
- 5.2 Conclusion
- 5.3 Recommendation
- References
- Appendix
Chapter One
Introduction
1.1 Background to the Study
The global readership of newspapers is impacted by the effective and harmonious integration of aesthetic components like colouring, design and makeup. A newspaper that is badly organised, regardless of its contents, runs the danger of being swiftly discarded by readers. The editors of the Punch and the Daily Trust newspapers consistently seek methods to enhance their newspaper layout and design in order to attract readership. Newspapers in Nigeria play a significant role in the lives of people worldwide as they serve the primary purpose of informing, educating, and entertaining the population. These newspapers might be produced on a daily, weekly, or fortnightly basis. In order to meet these objectives, media professionals intentionally endeavour to acquire and broadcast news in ways that grab readers’ attention including aesthetics. (Alom,2018). A thorough comprehension of the fundamental principles of aesthetics is crucial for newspaper editorial personnel. Aesthetics is the catalyst for fostering creativity in the realm of newspaper publication. Aesthetics is a derivation from two Greek terms – aesthanomai which means “I perceive” and aisthetike which means “sense of perception”. According to Udo (2011), the fusion of these two terms indicates that aesthetics pertains to the sensory appeal and the ability to evoke a perception of beauty in individuals. Aesthetics pertains to the appreciation and evaluation of the visual appeal and attractiveness of an item or topic, including the qualities that contribute to its beauty. According to Alom (2018), aesthetic has the ability to captivate readers and enable them to feel and experience the emotions and experiences of the artists. John (2004) argues that when readers and viewers are influenced by the same emotions as the artist, a shared experience is created and emotions are aroused. This suggests that aesthetic communication facilitates the sharing of experiences and emotions. The contemporary influence of communication shapes individuals’ desires and aspirations. It influences individuals’ behaviour and choices. The incorporation of aesthetic features in the newspaper business serves the purpose of not only capturing attention, but also harmonising the visual aspects to create a visually appealing and well-presented newspaper (John, 2004). An effective arrangement and design of a newspaper are crucial for the continued existence of any publication, considering the increasing rivalry in the newspaper market. Udoakah (1996) argues that newspapers, magazines, and television are visual media that attract the attention of the eyes. The proliferation of newspapers and periodicals available for purchase has resulted in intense rivalry to acquire and maintain a loyal audience. The endeavour to attract audience involves not only the pursuit and publication of exclusive stories, but also the way in which these stories are presented. Cupchik and Laszlo (1992) argue that aesthetic components are what fulfil a sense of excellent taste or visual appeal. The remaining components of creative design used in newspapers are intended to create a visually pleasing look with the purpose of capturing attention towards the content. Thus, creating balance, contrast, proportion and unity in the design, beauty tends to be attained. Zettl (2005) argues that when design elements such as headlines, pictures, and other graphic devices are intentionally replicated in delicate typefaces and vibrant colours, the goal is not only to achieve balance, contrast, proportion, or unity, but also to showcase aesthetics and promote readership engagement. According to Udoakah (2010), who references White (1982), the reason for this attitude is straightforward. The front page of a newspaper serves as a captivating display that grabs attention on a newsstand, seeks attention on a desk or coffee table, and arouses curiosity, tempting one to explore the contents within. In essence, it acts as a showcase for the newspaper’s product. The newspaper page contains a certain number of graphic elements, which may tentatively be divided into mutable and immutable (Kosic 2008), while Holmquist and Wartenburg (2005) in identifying newspaper design elements use terms “local and global elements”, studies confirm that the size, positioning, object and photograph axiality, etc for example affect the visual behavior of readers. In other words, they enhance the speed with which the material is seen and understood. The visual behaviour shown when reading a newspaper is characterised by the sequential observation of separate components of the spread, the amount of time spent focusing on a specific area of reading, and the level of depth in comprehension, among other factors (Holmquist and Wartenberg, 2005). Various research have been conducted on aesthetic components in various regions of the globe. Several studies have examined the impact of newspaper aesthetics on reading in North-Central Nigeria (Alom, 2018). Additionally, there have been investigations into editorial readership among students (Uyo, 1972), as well as research on the aesthetics, dialectics, and theories of communication (Johnson, 2004). Studies have also examined the practical benefits of aesthetic communication in product marketing, as shown by Nwabueze (2008).
Furthermore, the research conducted by Bellizzi and Hite (2012) revealed that colour has the potential to enhance brand identification and improve memory. The research participants were shown with advertising in either colour or black and white variations. It was shown that participants had a higher likelihood of recalling the brand and message of the advertising when it was presented in colour. This suggests that the use of colour may improve the efficacy of an advertising in conveying its message to prospective buyers.
In addition, a research conducted by Schlosser et al. (2006) shown that colour may also influence the perceived worth of a product. Participants were instructed to evaluate the perceived worth of a product shown in various hues. The researchers discovered that the participants assigned a higher value to the product adorned with warm colours compared to the product adorned with cold colours. This emphasises the need of choosing the appropriate colours to effectively communicate the unique benefits of a product or service to prospective clients. Moreover, colour may also impact the legibility and visual attractiveness of an advertising. Tai and Chen (2011) conducted a research which revealed that colour has the power to improve the legibility of an advertising. Participants were instructed to peruse adverts presented in both monochrome and colour formats. The researchers discovered that individuals were able to read the advertising in colour versions more quickly and with greater rates of understanding. Businesses must exercise caution in their use of colour to enhance the readability of advertisements without overpowering the viewer. Nevertheless, none of these research have examined the influence of colour combinations in newspaper design and composition. This work has been inspired by an effort to address this gap in literature and knowledge deficiency. Therefore, the researcher examine the impact of colour combination in newspaper design and makeup.
1.2 Statement of Problem
Examining the influence of colour representation in newspapers is crucial, since research has shown that colour may greatly alter the efficiency of advertising. The proliferation of newspapers available on newsstands has sparked intense rivalry and a race among readers to support physical copies of newspapers. Every day, several elements vie for individuals’ attention in today’s highly busy culture. Hence, it is essential for newspaper organisations, similar to other media organisations, to devise strategies to captivate individuals’ attention while they engage in their daily routines on the streets, workplaces, business arenas, and so on. Newspaper firms have increasingly used attention-grabbing and visually attractive aesthetics as a successful strategy. Although there is a substantial body of study on the use of colour in advertising, there is a scarcity of research especially examining the influence of colour representation in newspaper advertising. Hence, the issue at hand is: what is the influence of colour combination in newspaper design and layout on customer attention, memory, and buy intention? It is against this background that the study examine the impact of colour combination in newspaper design and makeup.
1.3 Objectives of the Study
The main objective of this study is to examine the impact of colour combination in newspaper design and makeup. The specific objectives are:
- To examine the extent to which Punch media houses apply colours to the design and makeup of a newspaper.
- To determine the extent to which colour combination of a newspaper draws customers attention.
- To ascertain what can be done to enhance usage of colour combination elements in newspaper to encourage readership.
1.4 Research Questions
The following questions have been prepared for the study
- To examine the extent to which Punch media houses apply colours to the design and makeup of a newspaper.
- To determine the extent to which colour combination of a newspaper draws customers attention.
- To ascertain what can be done to enhance usage of colour combination elements in newspaper to encourage readership.
1.5 Test of Hypotheses
The hypotheses have been formulated to further guide the study
- H0: Colour combination in newspaper design and makeup does not have an impact on customers patronage.
- Ha: Colour combination in newspaper design and makeup does not have an impact on customers patronage.
1.6 Scope of the Study
The study which investigated the impact of colour representation in newspaper advertising has been narrowed in scope to the people in Osun State. Empirically, the study will examine the extent to which Punch media houses apply colours to the design and makeup of a newspaper, determine the extent to which colour combination of a newspaper draws customers attention and ascertain what can be done to enhance usage of colour combination elements in newspaper to encourage readership.
Geographical location of this study is KM 14 Lagos – Ibadan Expressway, Ogun State. The choice of the location is due to it proximity to the researcher, inadequate fund and other logistics.
1.7 Significance of Study
The study lies in many facts of human endeavour, especially in the advertisement world. Responsible for that is because virtually all products are given one form of advertising or the other.
Colour representation gives the impact of healthy competition among advertisers. Virtually all products are exposed to the same readers through the same newspaper, however, of peculiar interest is that although those products may have the same quality they can come in different packages, designs and colours so that manufacturers of the same product devices the skill on personal colours, package and design.
The recommendation is entangled to be meaningful to students and other research fellows who may wish to undertake study on this topic.
1.8 Limitations of the Study
Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. The significant constraint was the scanty literature on the subject owing that it is a new discourse thus the researcher incurred more financial expenses and much time was required in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size covering only staff of Punch Newspaper. Thus findings of this study cannot be used for generalization for other Newspapers within Nigeria. Additionally, the researcher will simultaneously engage in this study with other academic work will impede maximum devotion to the research. Howbeit, despite the constraint encountered during the research, all factors were downplayed in other to give the best and make the research successful.
1.9 Operational Definitions of Terms
Colour Combination:
Photographic reproduction of a product in full colour (in a newspaper advertisement).
Design:
A plan or drawing produced to show the look and function or workings of a building, garment, or other object before it is made.
Chapter Five
Summary, Conclusion and Recommendation
5.1 Summary
In this study, our focus was on the impact of colour combination in newspaper design and makeup (A case study the Punch newspaper). The study specifically was aimed at highlighting examine the extent to which Punch media houses apply colours to the design and makeup of a newspaper, determine the extent to which colour combination of a newspaper draws customers attention and ascertain what can be done to enhance usage of colour combination elements in newspaper to encourage readership. A total of 30 responses were validated from the enrolled participants where all respondent are drawn from staff of Punch Newspaper.
5.2 Conclusion
Based on the data collected and analyzed in this work, the study concludes that, colour combination in newspaper design and makeup elements are very vital for the survival of conventional newspapers since readers are attracted to them. Hence, the matter in which newspaper editors and/or their graphic editors handle aesthetics for their organization determines how people may tend to read their publication. Therefore, the following conclusions were made:
- Punch media houses apply colours to the design and makeup of a newspaper.
- Colour combination of a newspaper draws customers attention?
- To enhance usage of colour combination elements in newspaper to encourage readership there is need to
- Training of journalist in newspaper colouring and design
- There is need to engage professionals in newspaper design , layout and colouring
- There is need for aesthetic to be included as part curriculum for undergraduate students.
- Media houses should have a special department for colouring and design makeup of newspaper
5.3 Recommendation
Based on the responses obtained, the researcher proffers the following recommendations:
- There is the need for newspaper organizations to switch over from traditional/text-based journalism to digital/graphic reportage. In this 21st century, journalism cannot thrive in the absence of modern technologies and design where pictures and other aesthetic elements are rendered in High Definition (HD) quality.
- Editors and publishers should employ high quality production made available by the technological revolutions. This will afford the newspaper managers ample opportunity to be more creative in coordinating and ensuring the communication of his newspapers’ aesthetic experience to the reading public.


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