Color Psychology in Marketing

Abstract

The purpose of this research was to review the psychology of colors in marketing. People make their minds about product or people within 90 seconds. About 62 to 90 % of a product or people assessment is based on colors alone. Thus, a color is not only using to differentiate your product from your competitors, but it also affects the moods and feelings of the individual buyers, thus colors make attitude towards a certain product. Human feelings and moods are changeable overtime; thus, every marketing managers should know the importance of colors and make their products or packaging accordingly. This study evaluates the literature linking to color psychology. The study found that colors play an important role in marketing. Managers should give immense attention to their brands and products colors in order to attract a large number of customers. Limitations and future research agenda are presented.