Color Psychology and Business Applications

Color Psychology and Business Applications

Samarth Jhunjhunwala

Abstract

It has long been known that the way people think has a longstanding relation with the colors they view. Colors dynamically possess implications on human-perceptions, beliefs and behaviors. Therefore, this study tries to find the impact of color on consumer behavior and use these findings to justify the need for color based research in brand marketing. Through the research, this hypothesis is proved to be correct since an analysis of various secondary sources corroborates the need to employ the right colors for effective display. The study concludes that each color has specific emotions associated with it. Further, different people have different perceptions of the same color. Finally, the study suggests that the understanding of these vectors finds its applications in advertising and branding a product.

Keywords: color, perception, color psychology, marketing, consumer behavior