The Influence of Color Perception on Marketing Decisions

The article examines colour (sight) marketing as one of the element of sensory marketing highlighting the importance of its perception and use in marketing decisions. Theoretical studies reveal that seeking to influence consumer behaviour, colour is used in setting linkages with characteristics of the product, as well as defining product packaging, advertising, point of sale, and brand communication.

eISSN:: 2335-8750
Language:: English

Publication timeframe:: 2 times per year
Journal Subjects:: Business and Economics, Business Management, Marketing, Sales, Customer Relations, Management, Organization, Corporate Governance, Business Development, Change Management, Cooperation, Human Resources, Labor Practice, Job and Career

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The Influence of Color Perception on Marketing Decisions

Published Online: Jul 01, 2017

Page range: 169 - 184

Received: Nov 09, 2016

Accepted: May 30, 2017

DOI: https://doi.org/10.1515/mosr-2017-0010

Keywordssensory marketing, colour perception, colour perception influencing factors, colour perception in marketing decisions

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
sensory marketing, colour perception, colour perception influencing factors, colour perception in marketing decisions