Colour Psychology in Marketing

Abstract

How colours can impact and influence customers in their buying decisions have been incessantly a topic of discussion among marketing researchers. This article tries to explore the role of colour psychology in marketing. By understanding the importance of colour psychology in the marketing arena as well as daily life, brands are able to promote their products and thus capture a larger market share. Since it is a psychological concept, it is influenced heavily by variables such as mood, behavior, age, gender,etc. These variables affect how colour is perceived and its relation to the product being marketed. Keywords: Colour, marketing, consumer behavior. DOI: 10.7176/RHSS/12-21-02 Publication date: November 30th 2022