Color Associations and Mental Health Media Engagement Among Nigerian University Undergraduates

Colors influence human experiences and communication. In mental health communication, content creators employ colors to convey messages, create awareness, and educate the public. However, the effectiveness of these color schemes is questionable, as it is not known if the colors have the intended effect on Nigerian undergraduates. This study explores color associations and their role in media content related to mental health issues among Babcock University undergraduates in Nigeria. Anchored on individual differences and color psychology theories, the study adopted the qualitative research approach with a phenomenological research design, using a Focus Group Discussion of purposively selected 13 out of 32 individuals. The study revealed that the colors undergraduates associated with mental health issues are similar to the colors that are stereotypically associated with the ailments. In addition, colors do not affect the attention level of Babcock University undergraduates; instead, it is based more on factors like prior interest, the esthetic of the post, and the content. The study recommends more focus on factors like content relevance and esthetic presentation when creating mental health media content for undergraduates in tertiary institutions. The implication for mental health communication is the capacity to create culturally relevant campaigns aimed at Nigerian university students.