Impact of color on marketing

Impact of color on marketing Purpose – Color is ubiquitous and is a source of information. People make up their minds within 90 seconds of their initial interactions with either people or products. About 62‐90 percent of the assessment is based on colors alone. So, prudent use of colors can contribute not only to differentiating products from competitors, but also to influencing moods and feelings – positively or negatively – and therefore, to attitude towards certain products. Given that our moods and feelings are unstable and that colors play roles in forming attitude, it is important that managers understand the importance of colors in marketing. The study is designed to contribute to the debate. Design/methodology/approach – This article reviews the literature relating to color psychology in the context of marketing, highlights inconsistencies and controversies surrounding the color psychology, and, examines the impact of colors on marketing. Findings – Findings of the study are that managers can use colors to increase or decrease appetite, enhance mood, calm down customers, and, reduce perception of waiting time, among others. Research limitations/implications – The direction for future research and limitations of the study are presented. Originality/value – Reviews the literature relating to color psychology in the context of marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

Impact of color on marketing

Management Decision, Volume 44 (6): 7 – Jul 1, 2006

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Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
0025-1747
D.O.I.
10.1108/00251740610673332
Publisher site
See Article on Publisher Site

Abstract

Purpose – Color is ubiquitous and is a source of information. People make up their minds within 90 seconds of their initial interactions with either people or products. About 62‐90 percent of the assessment is based on colors alone. So, prudent use of colors can contribute not only to differentiating products from competitors, but also to influencing moods and feelings – positively or negatively – and therefore, to attitude towards certain products. Given that our moods and feelings are unstable and that colors play roles in forming attitude, it is important that managers understand the importance of colors in marketing. The study is designed to contribute to the debate. Design/methodology/approach – This article reviews the literature relating to color psychology in the context of marketing, highlights inconsistencies and controversies surrounding the color psychology, and, examines the impact of colors on marketing. Findings – Findings of the study are that managers can use colors to increase or decrease appetite, enhance mood, calm down customers, and, reduce perception of waiting time, among others. Research limitations/implications – The direction for future research and limitations of the study are presented. Originality/value – Reviews the literature relating to color psychology in the context of marketing.

Journal

Management DecisionEmerald Publishing

Published: Jul 1, 2006

Keywords: Colour; Light; Marketing information

References

  • Physiological response to color
    Kaiser, P.

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