Colour, Colour Everywhere: In Marketing Too
SCMS Journal of Indian Management, 2007
7 Pages Posted: 14 Mar 2007
Colours are a dominating force in every aspect of human life; so much so that we today cannot imagine a world without colours. In the area of marketing, especially in advertising, colours provide the cornerstone of creativity and visual appeal. Colour coordination has become the buzzword in fashion technology, interior designing, publishing, (both traditional and net based) and in a host of other domain. With such a huge impact of colour on every aspect of human behaviour, marketers cannot afford to misunderstand colour - however the literature of marketing pays scant attention to the subject of colour. This paper is an attempt to collate the available literature on colour and its impact on human behaviour; and provide the marketing fraternity with a better understanding of how colours can be utilized in various aspects of marketing.
Keywords: color, marketing, consumer behaviour
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