An Analysis of the Color Psychology of Multidomain Film Posters Based on the Munsell Color System

With the rapid development of the film industry, movie posters, as key visual elements, significantly influence consumers’ psychological responses and viewing intentions through their color characteristics. This study, based on the Munsell color system and the Stimulus–Organism–Response (SOR) theory, explored the relationship between the color characteristics of six film genres—science fiction, romance, horror, action, comedy, and fantasy—and consumer psychology. Through the analysis of responses from 109 survey participants and representative poster cases, the findings are as follows: high-luminance comedy posters elicited feelings of enjoyment, while low-chroma horror posters attracted younger audiences. Blue-toned science fiction posters enhanced a sense of technological sophistication, and high-chroma romance posters created a romantic atmosphere. High-chroma action posters conveyed tension and strength, while low-luminance, medium-chroma fantasy posters increased narrative immersion. Color influenced viewing intentions through emotional and cognitive processes, and viewing preferences were found to moderate this effect. The results of this study validate the correspondence between color characteristics and consumer psychology, providing a scientific basis for movie poster design and contributing to enhanced visual appeal, emotional engagement, and overall impact.