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Colors influence everything in our daily lives from clothing, food, accessories and so on (Babolhavaeji et al. 2015). It has a psychological influence on the target market’s purchasing behaviour which makes it a fundamental factor in marketing (Babolhavaeji et al. 2015).

WHY is it relevant to marketing?

In other words, colours influence consumer behaviour, namely:

  • Their decision-making concerning buying or not a certain product (Singh 2006; Javed and Javed 2015; kissmetrics 2017b)

  • Different colours can be associated with different marketing segments (Singh 2006)

  • Colours are considered a marketing tool/weapon when used strategically

  • (Funk and Ndubisi 2006; Labrecque and Milne 2012)

  • Colours are important in sales (kissmetrics 2017a)

Also:

(Bmighty2 2017)

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