THE PSYCHOLOGICAL INFLUENCE OF COLOURS ON CONSUMER’S BEHAVIOUR
DOI 10.54151/27382559-23.1pb-115
Grigoryan Sh. S.
Keywords: color, consumer, consumer behavior, perception, psychological impact.
This article aims to investigate and reveal the psychological impact of colors on consumer perception and subsequent behavior. Colour is regarded as one of the most important characteristics of an object. Through it, it is possible to influence the person, the consumer, and evoke certain emotions, which will later help draw attention to the product. As a valuable tool and an integral part of marketing communication, colours influence people subconsciously, leading to consumer preference or rejection in a "secret" and "hidden" sense. Color is a means of visual communication with a potential consumer. People form their opinions about a product or other people within the first 90 seconds of communication. The product evaluation is basically (62 to 90%) conditioned by colour preference. People's emotions and moods change over time, so every marketing professional should know the psychological impact and importance of colours and prepare their products or packaging accordingly. To deduce, how colour influences individuals may differ depending on genes, environment, age, gender, education.
To sum up, colour as the marker of information, affects all segments of consumer behavior and the study of colours fosters the marketing analysis.
