Rodriguez 1

MARKETING: COLOR PSYCHOLOGY IN BRANDING

A THESIS
Presented to the University Honors Program
California State University, Long Beach

In Partial Fulfillment
of the Requirements for the
University Honors Program Certificate

Samantha Rodriguez
Fall 2022
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I, THE UNDERSIGNED MEMBER OF THE COMMITTEE,

HAVE APPROVED THIS THESIS

MARKETING: COLOR PSYCHOLOGY IN BRANDING

BY
Samantha Rodriguez

_____________________________________________________________
Tianjiao Qiu, Ph.D. (Thesis Advisor) Marketing Department

California State University, Long Beach

Fall 2022
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TABLE OF CONTENTS

I. Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
II. Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
III. Chapter 1
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
IV. Chapter 2
Literature Review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
V. Chapter 3
Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Future Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
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ACKNOWLEDGEMENTS

I would like to begin by thanking my family for supporting me and my dreams

throughout my undergraduate career. I am thankful to be a first-generation college student

because I have been able to learn so much about myself throughout the process. I would also like

to thank my marketing professors, academic advisors, and the honors program staff for making

this possible.

I would also like to recognize my thesis advisor, Dr. Tianjiao Qiu. She has guided me

throughout the past year, giving me the best advice, and endless support. Dr. Qiu’s guidance and

expertise has helped me entirely throughout my thesis completion. Thank you for joining me this

year full of ups and downs. This would have not been possible without you.

Lastly, I would like to thank all of my peers and members of the University Honors

Program for all of your support and friendship. Every one of you that have crossed my path have

influenced my educational career.

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MARKETING: COLOR PSYCHOLOGY IN BRANDING

Abstract

By

Samantha Rodriguez

As we are moving into a world where marketing is becoming notably significant, it is

important to acknowledge the effects color psychology has on branding. As consumers, we may

not see how color psychology has impacted our buying behavior and how prominent this is in

marketing and branding as a whole. However, color psychology does in fact have an effect on

many branding decisions that leads consumers to purchase. The link between colors and

branding is very strong and leads to brand identity, brand recognition, and brand awareness.

Colors that are used in logos and branding are used purposely, this way the consumer associates

a color with a specific brand. Behind color psychology, lies emotions and feelings that

consumers have associated with every color on the color wheel. The effects that colors have in

branding is significantly important because it shapes how marketers are branding products and

how consumers resonate with them. This study will examine the effects of color psychology in

branding and marketing, how colors affect consumers, and the psychological association with

every color. In this study, a literature review will be used to identify the meaning behind colors

and their effects on branding strategy. My research contributes to a better understanding on how

color psychology is used in branding and how consumers are influenced emotionally by it.
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CHAPTER 1

Introduction

Color psychology is prevalent in today's society’s purchase decisions, branding, and

marketing because of the psychological effects that follow. When buying a product, consumers

are driven by the visuals that they see like colors, logos, and packaging rather than the product

itself. Many different factors are known to influence consumers, however, the most common

seems to be visuals like color. Evidence shows that when using colors in branding properly there

is an 80% increase in brand recognition which means that consumers will easily be able to

identify the brand in the future. (Braam 2021) Large corporations have learned how to connect

with their customers and a bigger audience through color psychology in hopes of building a

strong connection. The colors being used in branding techniques like logos, product packaging,

social media platforms, and websites is what drives consumers into making a purchasing

decision. Not only will this have a positive effect on generated revenue but also on building

brand awareness and loyalty.

Many individuals view colors as simply visually appealing, however, they are much more

than that in the marketing and branding sector. Colors are meant to spark an emotion and feeling

within the consumer which usually ends up being the reason behind what product they purchase

versus the one they are not interested in. When a brand selects their color palette and logo they

are creating them with the intention that the consumer will feel a specific feeling when

interacting with the brand. The consistency and usage of the specific color palettes that each

brand has is what consumers use to identify them. It is proven that 85% of consumers pay more

attention to the colors of a product and packaging. These consumers mention that color is the
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most important factor when selecting a product and finalizing their purchase. (Chamber of

Commerce 2022)

This study focuses on color psychology in marketing and branding and the influence it

has on consumer purchasing behavior. There will also be some clarity on what consumers feel

and think when they see specific colors. This translates into why brands pick certain colors for

their brand kit, packaging, website, social media, and more. Color psychology in marketing has

been noted as an efficient way to build brand awareness and loyalty between consumers. I

conducted a literature review to examine the research question which consisted of several articles

found in the Long Beach State library database. In the following sections, I will first present the

literature review and methodology, then I will conclude with the contribution of the research.

CHAPTER 2

Literature Review

Color Psychology Defined

Color psychology connects different colors with emotions, behaviors, and feelings.

Different colors have qualities that affect the emotions of many individuals when they are

presented with them. From our five senses, our sight is what allows us to perceive colors,

emotionally connect to them, and recall them cognitively. When presented with these colors, the

human mood, judgment, and emotions are altered, influencing consumer purchasing behavior

and buying patterns. Colors impact the way a consumer views brands, products, logos, and

overall designs because each color is linked to a sensitive emotion. The symbolism of color is

emotionally important to consumers because it affects their feelings and perceptions towards

products and brands.

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The use of colors is considered one of the most important factors in marketing and

branding because it affects consumer behavior. Research shows that consumers make their minds

up about products they see within 90 seconds of seeing them. (Ali 2018) Thus, the influence of

colors can remarkably persuade consumers to purchase a product. This plays a significant role in

branding and marketing because color is one of the most important visuals that persuades

consumers to purchase. Colors are the most important factor that influences consumer decisions

and that affects their daily lives because of the emotions tied to them. (Kaushik 2011)

How Consumers Perceive Color Emotionally

As mentioned previously, every color has a meaning and emotion tied to it which directly

triggers the consumers feelings which alters their actions and decisions. In Figure 1, the colors of

the color wheel are listed with their corresponding symbolism. Every color symbolizes a

different emotion and mood that consumers feel when introduced to these colors in branding.

The chart includes the primary colors that consumers are exposed to on a daily basis: red, green,

blue, pink, orange, yellow, purple, brown, white, black, and gray. Figure 1 shows that the color

red brings energy and excitement which explains why many consumers enjoy going to Target,

drinking Coca Cola, and watching CNN. On the other hand, the color blue gives the consumer a

sense of trust and dependability which shows why banks like Chase use a blue color palette in

their marketing strategy. The color brown expresses security, comfort, and the outdoors which is

identified with brands like Ugg, Carahartt, UPS, and M&Ms. All colors have meanings that

identify with the brands that use them which is why color is an easy way for consumers to

acknowledge them through color psychology in marketing.

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Colors like these create emotional connections with consumers resulting in perceiving

brands a certain way. The differentiation in colors and products create a competitive advantage,

brand loyalty, increased sales, and positive emotions from the consumer. (Sliburyte et al. 2014)

Consumers perceive color based on emotions and behaviors that are linked to the respecting

color on a product, logo, and branding. The way consumers view and evaluate food is also based

on colors. The color red is typically identified as sweet and compared to foods like strawberries,

cherries, and watermelon. On the contrary, colors like yellow and green are associated with sour

or unripe foods like green apples and green bananas. (Meola 2005) Fast food companies like

McDonalds, Jack in the Box, Wendys, and In n Out all have one thing in common in their brand

kit: the color red. You may have noticed that many fast food chains like the ones mentioned

above use the color red in their logo and marketing techniques. This is because the color red

affects our metabolism and creates an appetite which influences consumers to eat at these fast

food chains. (Ali et al. 2018) Figure 1 shows how the color white is perceived as pure, innocent,

and honest which shows why in many cultures the color white is used for sacred ceremonies like

marriage, baptisms, and first communions. Consumers perceive colors a certain way which is

why when a product or logos color is identified, individuals have an emotion tied to it. (Shaip

2020)
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The Meanings Behind Color in Marketing and Branding

In marketing and branding, colors play an extremely vital role in attracting consumers,

building brand awareness as well as brand loyalty, and influencing purchasing decisions.

Consumers tend to form an idea of a brand within seconds of seeing their logo, products, and

color palette. The use of certain colors in corporations logos are meant to create a positive
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emotion within the consumer which is how color psychology is used in their marketing. (Reza

2022) Studies show that when a consumer sees color in branding techniques they interact 42%

more than with branding that is only black and white resulting in 85% of them making their

purchase decision based solely on color. (Kaushik 2011) Businesses must properly select their

color choices being used on products and packaging because that will determine its success or

failure. It is known that consumers are choosing products based on colors which is why having

an effective color on a product can influence the mood and emotions of the purchaser. Color is

notably the most important factor when promoting products, services, packages, and logos.

Brands build their identity based off of the colors they use on their logo, website, and products.

(Ali 2018)

In Figure 2: Color Emotion Guide by www.incredibleart.org, the different logos

alongside their color associations are shown. We can see that all green logos are health and peace

related like Whole Foods, Tropicana, and Holiday Inn. While the blue logos like Dell, JP Morgan

Chase, and Lowes are associated with a trust and dependable emotion. These large companies

have strategically created their logos based off of color psychology and what they want their

target audience to associate the brand with. If businesses use the power of color incorrectly, it

can tarnish their chances in succeeding at getting consumers to become aware of their brand and

buy their products.

This is what sets brands apart from their competition, giving them a competitive

advantage. Brands do not want consumers to confuse their products with their competitors which

is why they tend to stay away from using the same color palette as them. For instance, Coca Cola

and Pepsi both once had red packaging, however, this was very easy for consumers to confuse

which is why they changed their branding color to blue. In order to do this the company spent
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millions of dollars on their marketing tactics to ensure that consumers would now associate Pepsi

with a shade of blue instead of red. (Labrecque 2012) It was important for Pepsi to distinguish

itself from its main competitor, Coca Cola.

Not only do companies use specific colors to entice sales but also to familiarize

individuals with the name and cause of the company. In this case, Susan G. Komen Foundation

only uses pink in their branding and marketing to increase breast cancer awareness. The pink

emphasis on their brand helps individuals identify them and set them apart from other

foundations which is all because of the color psychology used in their marketing. (Labrecque

2012)

Marketers have carefully helped brands like Target, Best Buy, Forever 21 in creating their

name, logo, brand kit, and color palette with the central idea that it will contribute to brand

recognition and brand loyalty. Brands are capable of launching products that use extra color cues

and can create an item with the specific color that the consumer associates a flavor with. For

example, Gatorade associates the colors of their drinks based on the flavors like raspberry is a

dark blue, strawberry a light pink, lime a bright green, and so on. This helps the consumer

associate Gatorades flavors by the color, making it easier for them to remember their preferences.

(Aslam 2005) Every brand's goal is to trigger the consumers emotions so they can become aware

of the brand and turn that brand awareness into brand loyalty. Many companies have done a great

job at marketing and branding their businesses because now consumers continue to go back to

them. For instance, Best Buys brand colors are yellow and blue which means they want their

consumers to feel happy and trusting when they remember their brand. In this case, it has worked

for them because Best Buy is the leading retailer in electronics. When a consumer is thinking of

buying new electronics like a television, headphones, or games their first instinct is to check out
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Best Buy. Consumers trust Best Buy with all of their electronic needs just like they trust Coca

Cola to always quench their thirst, and Nintendo for their gaming entertainment needs. Brands

like these have established their target consumers, spread brand awareness, and built brand

loyalty with many customers because of color psychology in their branding.

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Importance of Color in Advertising

Advertisements are important tools being used by companies to help spread brand

awareness and entice purchasing decisions. These advertisements are found on social media

platforms, television, search engines, and much more. The goal of the advertisement is to use

colors and pictures to get the consumer to remember the brand. Colors play a significant role in

advertising because the consumer will be attracted to the advertisement and will feel emotionally

connected. The color choices being used by brands can help consumers build an emotional

connection with the brand and can persuade them to make a purchase. Visual elements in

advertisements are more persuasive and effective when attempting to get a message across to the

consumer. Individuals use colors to express themselves based on the emotions that they feel

which is why it is important for brands to use color psychology in their ads. (Kim 2013)

Consumers are drawn to colors in advertisements because they tie those colors to their

perspective on them and the connected emotions.

Different ads appear when searching for specific items online and even when scrolling on

Instagram. Many consumers are introduced to brands for the first time with these ads, thus, it is

significant that ads contain color that will trigger an emotion within the consumer. There are

occasions when the same advertisements appear on Instagram daily. Therefore, if brands are

using color correctly in their marketing then the consumer will be able to associate the brand

with the color of the advertisement that they first saw.

Figure 3 shows an Instagram advertisement from the Beachwaver where they are

promoting a 30% off sale taking place because of Labor Day. They use a very dull pink as the

background of the image and only introduce the sale with words rather than images. Consumers

are looking for visually appealing images with colors that are going to emotionally give them an
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incentive to purchase a good. Not only did Beachwaver use a very soft toned color but they did

not provide the consumer with images of their products. If a consumer is scrolling through their

Instagram and comes across this sponsored post on their feed without any prior knowledge of the

brand, the likelihood of them interacting with it is very low. Beachwaver missed the opportunity

to target consumers on social media because of the lack of proper colors on their advertisement.

By adding a bright pink or bold purple along with an image of what the brand sells, their

consumer engagement would be higher because the consumers would feel feminine, optimistic,

powerful, and luxurious. Consumers follow what they think is nice and colors play an important

role in that process. The use of color psychology in advertising is significant because there is a

perceived attractiveness that follows when colors are seen in the media. Consumers have a high

likelihood of creating positive attitudes towards the brands they see in sponsored ads on social

media if they see a lot of color and visuals. (Kim 2013)

Moreover, Figure 4 shows a sponsored advertisement on Instagram by the brand Too

Faced. Immediately when putting both of these advertisements side by side, the difference

between the two is extremely noticeable. In Figure 4, Too Faced is advertising a 30% off

sitewide sale on a background with different shades of pink, bold block letters with sparkles, and

an array of some of their most popular products. This advertisement gives off a very feminine

and girly ambiance that is appealing to the eye. Too Faced attempts to make the consumer aware

of their cosmetic brand and is giving them an opportunity to shop their products for 30% off. The

use of colors in this specific ad will open up the consumer's feminine side and willingness to

purchase the goods that are going to make them feel girly and loved. One singular color or color

combinations can trigger emotions that will cause the consumer to respond positively in brand

identity, awareness, and product introduction. (Farabi 2016) The use of different colors in
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advertising acts as a persuasion tool for the brand to appeal to consumers, creating a product

trail, and building brand awareness. (Arshad et al. 2012) Consumers are visually motivated and

need to be visually impressed with the proper colors to influence their buying decisions.

The colors that are associated with the brand and advertisement will help consumers

identify the brand on a regular basis. The different colors shown in Figure 1 and Figure 2 play an

important role on how consumers will react to a brand being introduced to them and when they

are already familiar with a brand. The different colors and emotions tied to these ads have a large

influence on the viewers memory and ability to recall the company. (Seher 2012)
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Consumer Buying Behavior Based on Colors

Consumer buying behavior are the attitudes and actions that consumers take before

moving forward with their purchasing decision. These attitudes can be based on personal beliefs,

perceptions, and emotions they feel when buying a product or service. As mentioned previously,

85% of consumers base their purchasing decision on the color of the product and packaging.

Consumers rely on colors to base their purchase decision ranging from a low ticketed item to a

high ticketed item. They believe that if the packaging and color of a product are nice enough then

the actual product's functions will excel. (Ahmad 2013) The packaging of the product is just as

important to the consumer as the logo placement and branding strategy because this helps build

more brand awareness.

Ultimately, consumers are looking for what is the most appealing and in doing so they

tend to lean towards the colors that they enjoy looking at and that make them feel good. For

example, Victorias Secret and their sister brand Pink are both stores targeted to women which

explains their branding being entirely pink. According to Figure 1, the color pink resonates

femininity, love, girliness, and calmness. Victoria's Secret and Pink are notoriously known for

the feminine side they bring out in women. Their logo, website, social media platforms,

packaging, and store fronts are completely pink which make women feel like they are getting in

touch with their feminine side. Moreover, Apple Inc. uses white and gray in their logo and

branding which gives the consumer a sense of calmness, maturity, and balance. However, not all

of their products are white and gray. Over the years, Apple Inc. has introduced a variety of colors

in their iPhones, Macbooks, iPads, and more. Now consumers are able to choose what color they

like and what model phone, tablet, or computer they want it in. When the company has

announced the variation of colors throughout the years, more and more people become Apple
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users. This shows how colors in products and packaging can affect a consumer's purchasing

decision and buying pattern.

Color psychology plays an important role in a consumer's purchasing behavior because

they are attracted to color and tend to feel the emotions tied to them as shown in Figure 1 and

Figure 2. A consumer's perception of color affects their cognitive feelings which results in them

deciding what product they want to purchase and what brand they will stay loyal to. Using the

right colors in branding and marketing can result in promoting positive emotions in the consumer

which will give them a reason to purchase that good. (Chinoperekweyi 2019) When consumers

think of a brand they begin associating them with a color and emotion. This makes it easier for

the consumer to identify the brand and acknowledge the products they are willing to purchase

from them. The same way that consumers are interested in specific colors and their emotional

ties, marketers design their campaigns based on color to appeal to their target audiences.

(Chinoperekweyi 2019)

Colors on Clothing Stores Social Media Platforms

We are living in an era where social media has a large impact on consumers and their

buying patterns. Every well known brand has a large social media platform where they target

consumers while using color psychology. Companies like Zara and H&M use a variety of color

palettes on their social media platforms to engage their consumers and build brand awareness.

Social media influences consumers' purchases because individuals are driven by what they see

online, especially if the colors they are seeing make them feel something emotionally. Marketers

strategically create social media campaigns with colors that are going to be most effective in

grasping the consumers attention leading to their campaign success. Companies invest millions
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of dollars in color psychology marketing strategies to help separate themselves from competitors

and brands in the same industry. (Cunningham 2017)

Figure 5 shows an image of H&Ms Instagram feed that displays their summer 2022

collection. In these images, we can see they are focusing on two colors: blue and green. When

seeing these posts, consumers will feel a sense of trust and peace which is what H&M would

want to translate to their audience since they create hot and trending “IT looks” each season.

According to Figure 1, the bold blue signifies confidence, trust, and relaxation. In this case,

H&M wants their customers to feel confident in their clothing and staple pieces that they create.

The company uses models that radiate confidence and power which will give their audience the

impression that they can also be confident and bold like them in their clothing. Consumers trust

H&M each season because of what they see on social media, their website, and store front

locations. The company strategically plans what colors they will bring out each season to ensure

that consumers continue to be loyal towards the brand. They want the colors they are using in

their campaigns, new clothing lines, and social media to correlate with the message they want the

consumer to feel. By doing this, H&M customers as well as new audiences may be drawn to

taking a deeper dive of the brand. Colors that are seen in the media affect consumers buying

decisions and connection with the brand every time they post. Every color that is being seen by

the consumer has a meaning and emotion that can lead to a purchase or a disconnect.

Figure 6 displays Zaras black and white Instagram feed with models in different scenic

locations featuring what appears to be their fall 2022 collection. Zara is known for their simple,

elegant, and timeless pieces that are meant to make a statement. In comparison to H&Ms feed,

Zara approaches their target audience in a simplistic manner. The colors black and white are tied

to powerful, pure, elegant, and sophisticated emotions which as mentioned previously is what
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Zara is all about. When consumers view Zaras Instagram page, website, and store front locations

they are met with elegance and sophistication. Consumers enjoy shopping at Zara because of the

feelings and emotions that are tied to the brand. Zara keeps their Instagram simple but with the

intention to get their audience to take the next step and visit their website. In Figure 6, it is hard

to identify and admire the clothing that the models are wearing. In order for the consumer to be

pleased visually with Zaras clothing, they must visit the website to get a better look.

Consumers rely on their perception of color to gather information from brands like H&M

and Zara. The colors that brands like these use are tied to emotions that consumers feel and

associate when they see the brand come up on their Instagram feed. The marketing strategies that

companies like these use help consumers build brand recognition, brand awareness, and brand

loyalty. (Cunningham 2017) Color psychology in social media is being used everyday by our

favorite brands and retailers. Their strategic use of color has helped build consumer perspective

of the brand and has given them an image like those on H&Ms and Zaras Instagram feed that

audiences want to replicate when purchasing their products. (Cunningham 2017) In doing this,

brands are ensuring that consumers revisit their social media pages
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CHAPTER 3

Methodology

In this study, the methodology being used is a literature review. The literature review

consists of articles and data that were found through the California State University Long Beach

library database, Business Source Premier. Many articles were reviewed that covered the topic of

color branding and how it affects consumers. What led me to find the articles was using relevant

keywords like color psychology, consumer behavior, color branding, and marketing. When

selecting the articles for the literature review, I examined what entailed the most relevant

information regarding color psychology and consumers. I started with hundreds of articles

because my search results were very broad. I had to narrow down my search by using very

specific key words and then focused my literature review on those relevant to my study.
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Results

From the data found, it is shown that color psychology is relevant in marketing, branding,

and consumer buying behavior. Consumers associate colors with emotions and this results in

brands using this for marketing techniques. Consumers pay more attention to the colors that

brands are using in their marketing, packaging, and logos because of the association between

color and emotion. Colors are used notoriously in marketing and branding with the goal to attract

consumers. Once consumers associate a color and emotion with a brand, they have built brand

awareness and brand loyalty with them. More than half of consumers view color as the most

important factor when making a purchase decision. When brands are creating their color palette,

logo, and brand kit it is important for them to focus on the emotions that they want consumers to

feel when they see their brand. Behind every logo and color is an emotion that a consumer feels

when associating themselves with the brand. Color psychology is an important factor in

marketing and branding because of consumers.

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Future Research

Secondary Research

In this study, I used pre-existing data from published scholarly articles found on the

California State University Long Beach database. I primarily used the Business Source Premier

database to find existing data, surveys, and research already done by scholars around the world.

The goal at the end of my research was to show how color psychology is integrated in marketing

and branding. Brands use color psychology in their marketing techniques to get consumers to

feel emotions towards their business. It has been noted that consumers use color as a large

indicator when making buying decisions. Every color that is used in marketing has an emotion

tied to it which influences consumers to purchase, stay loyal to the brand, and more.

Primary Research

If I were to continue my research I would now consider performing surveys myself so I

can have more freedom. By creating a survey myself and selecting who I want to segment I will

have a greater advantage than just searching online for data that has already been found. Being

able to write up the questions to pinpoint exactly what I want to know from the consumer will

also help extend my data. For instance, in the articles that I found, some of the researchers

created their own study and survey. This gave them an advantage when writing their thesis paper

because they were able to speak about their experiences. Their entire research focuses on one

theme and they performed various studies to get different answers from different segmented

groups. If I were able to perform studies like that I would be able to get more details about how

consumer purchase behavior is influenced by color psychology.

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Limitations

Although I was able to conduct a preliminary literature review on how consumers are

influenced by color psychology, there were some limitations that I came across. First, using only

secondary research made it difficult for me to find clear and concise answers about my topic.

When searching on the CSULB database it was difficult to narrow my results. Hundreds of

articles were appearing for every keyword that I used; color psychology, consumer behavior,

color branding, and marketing. Second, not collecting my own data through surveys made

collecting research difficult.

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Conclusion

There is much importance in the research regarding color psychology in marketing,

branding, and consumer behavior. Consumers are influenced by color psychology and branding

techniques that make products look aesthetically pleasing. Corporations have built their brands

on colors that will bring their consumers the emotions that they want them to feel. When seeing

advertisements, promotions, and new products they are usually tied to one emotional color. This

study is distinctive because it helps brands, businesses, and consumers understand how color

psychology affects consumer purchasing behavior. Studies have proven that consumers are

influenced by colors and packaging which can help brands identify their target market based on

their brand kit or mold their new products into something a consumer will be willing to purchase.

Findings show that consumer purchasing behavior all goes back to color and what every color

means to each consumer. This is research that can be continued with different research

approaches to help benefit both consumers and businesses in the marketing world.
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Webpage: Color psychology. Color Psychology. (2022, October 31). Retrieved December

6, 2022, from https://www.colorpsychology.org/

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REFERENCES

Cunningham, M. K. (2017, December 6). The value of color research in brand strategy.

Open Journal of Social Sciences.

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