Importance of colour marketing in the evolutive marketing concept

Abstract

Colours play an important role in marketing, especially in competitive branding in the market when it comes to reaching the target audience and meeting the expectations and demand of the consumers. Human senses are of great importance in achieving a unique and distinctive position for different product categories. The marketers should use the harmony of colours to gain a successful foothold in the various markets. The aim of this study is to describe the different meanings of colours in different cultures.