The Impact of Colour Diversity in Jewelry Advertising Background on Consumer Purchase Intentions

Colour is a core visual element in the background of jewelry advertisements, with hue serving as the primary indicator of colour, significantly influencing consumers' purchase intentions. Based on the theory of perceived value, this study conducts a pretest and three formal experiments to systematically examine the influence of "colour diversity" of the jewelry advertisements background colours on consumers' perceived value and purchase intentions.The results show that the degree of colour diversity significantly affects consumers' perceptions of emotional value and perceived quality value. Backgrounds with two colours and cool tones maximize consumers' perceptions of quality and emotional value, thereby enhancing their purchase intentions.The findings not only extend the application of colour effects, jewelry advertising design, and perceived value theory, but also provide some theoretical foundation and practical guidance for the development of future advertising strategies and further research on colour psychology.