Iuliia V. Eroshova

helplines play a vital role in providing psychological support in crisis situations, especially for those unable to seek professional support in person. Effective advertising for these services, including posters and banners, promotes recognition and increases the likelihood of contact. The use of color, a powerful tool for influencing the human psyche by evoking specific emotions and associations, is an important aspect of attracting attention. The study analyzed the role of color and emotional responses in creating stimulus materials for helpline advertising. Particular attention was paid to...