The Impact of Color on Marketing Study — color influences

Author(s):  Satyendra Singh (Department of Administrative Studies, University of Winnipeg, Winnipeg, Canada)  Abstract: Purpose – Color is ubiquitous and is a source of information. People make up their minds within 90 seconds of their initial interactions with either people or products. About 62‐90 percent of the assessment is based on colors alone. So, prudent use of colors can contribute not only to differentiating products from competitors, but also to influencing moods and feelings – positively or negatively – and therefore, to attitude towards certain products. Given that our moods and feelings are unstable and that colors play roles in forming attitude,...