On the use of grapheme-color synesthesia in marketing and advertising practice

The article is devoted to the study of grapheme-color synesthesia - the phenomenon of the appearance of color associations in humans associated with the outline of numbers or letters - as a way of building marketing and advertising strategies of brands in accordance with the preferences and reactions of various consumer groups and as part of sensory branding. The synesthetic effect is considered as a possible basis for the formation of a holistic perception of the brand, strengthening its image in the minds of consumers and forming loyalty to it. The research presented in the work (questionnaires, 379 people, the results are compared with the results of similar studies and scientific papers) indicate the existence of a collective perception of sounds and colors in a society united by certain criteria (geographical, historical, professional, etc.). The involvement of artificial intelligence in modeling the visual component of advertising appeals showed that neural networks “see” statistical relationships between letters.