A Review of the Research on the Relationship Between Color and Donation Behavior

In daily life, color affects people all the time. In the field of advertising, image color is more widely used, and the effect of different color advertising images is different. In the field of philanthropy, especially in the research of Internet philanthropy, does the color information of pictures also affect the willingness and behavior of donors? This paper sorts out the related concepts of color and arousal, and uses arousal theory to explain the influence mechanism of picture color information on donation behavior. Keywords—color; donation; arousal