The association theory is used along with color schemes in order to identify how marketing could be made successful. For instance, some researchers have attempted to identify how a luminous body and colored particles in the backdrop of the luminous body would be useful to create mapping in diverse brain areas, a viewer of such an advertisement would be more likely to remember the advertisement than that of a normal one. The degree of attention that an individual would give to an advertisement would vary on many significant points (Zaichkowsky, 1985). According to Zaichkowsky (1985) different applications of the advertisement would result in a low involvement user or a high involvement user.
A low involved user would be a person who would watch an advertisement but then would not be inclined to make a purchase based on the advertisement, but would rather just be informed by it. On the other hand, a high involvement user is one who would be the one that would be motivated to make a purchase on watching the advertisement. Now in this context color is hence an obvious expression in an advertisement that aims to create a high involvement user. Where traditional advertising when it started in the twentieth century was observed to be in the form of the print media, the advertising in current times are in the form of videos and hence more diverse areas are activated because of the moving activity. By using different visuals hence, success in selling to consumers is achieved, on the other hand by using color schemes that are seen to be poor in choice, then the allure to customers is lost.
In regard with the effects of color on memory, it has been reported that color has been found to increase the sense of arousal in the person watching the advertisement. Wolters and Goudsmit (2005) in their research were able to establish that when people watched color based messages and content, then they would be aroused and this would result in better memory retention. Color increased their sense of recognition or the natural scenes. When discussing the work of Zaichkowsky (1985), the low involvement and the high involvement user was considered. Now most current research has focused on the video type advertisements as one would see on their televisions or in other message delivery. Now in the context of print media, the effect of color could be taken to be as influential as that of the colors in the case of videos.