Colour, Colour Everywhere: In Marketing Too

SCMS Journal of Indian Management, 2007

7 Pages Posted: 14 Mar 2007

See all articles by Rohit Vishal Kumar

Rohit Vishal Kumar

IMI Bhubaneswar

Radhika Joshi

University of Calcutta - IISWBM


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

Suggested Citation

Kumar, Rohit Vishal and Joshi, Radhika, Colour, Colour Everywhere: In Marketing Too. SCMS Journal of Indian Management, 2007, Available at SSRN:

Rohit Vishal Kumar (Contact Author)

IMI Bhubaneswar ( email )

IDCO Plot 1
Gothapatna PO Malipada
Bhubaneswar, Orissa 751003
0674-3042128 (Phone)


Radhika Joshi

University of Calcutta - IISWBM ( email )

Management House
College Square West
Kolkata, West Bengal 700073

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