Analysis of the Relationship Between Colors and Impression on Studio Ghibli Movie Posters

There is a lot of movies in the world, and movie promotion is important to attract consumer attention. The movie poster is one of the most important advertising media among all the movie promotion. There are many related studies focus on the relationship between movie poster colors and people's impressions. However, related studies did not consider the influence of the illustrations and layout of movie posters on the results when a survey was conducted. In this study, we clarify the influence of impressions on only colors used in movie posters by using t-test and factor analysis. The subject posters are six Studio Ghibli movies. The reason is that the opinions of their creators were reflected strongly in the posters, and the Ghibli movies are popular in the world. A survey was conducted by using SD (Semantic Differential) method for revealing the impression of the color chart of movie poster and movie posters. As a result, it was indicated that there was the difference impression between the color chart and the movie poster in five out of the six movies. The results of the experiment show that there is some significance between movie poster colors and impression.