The Importance of Color in Marketing and Customer Behavior

Document Type : Original Article

Authors

1 Benha University, Faculty of Applied Arts, Advertising, Printing and Publishing Department, Benha, Egypt

2 National Research Centre (NRC), Textile Research and Technology Institute (TRTI), Pre-treatment and Finishing of Cellulose based Textiles Department (PFCTD), El-Behouth St. (former El-Tahrir str.), Dokki, P.O. 12622, Giza, Egypt

Abstract

Color is a source of information and is present everywhere. After their first encounters with people or things, consumers form opinions within ninety seconds. Colors alone account for between 62 and 90 percent of the evaluation. Therefore, careful color selection may influence attitudes toward certain items by affecting moods and feelings, both favorably and unfavorably, in addition to helping things stand out from the competition. Managers need to recognize the significance of colors in marketing as our emotions and moods are erratic and because colors influence how we think and behave. The objectives of this study are to define the terms "marketing," "product," "psychological color," "marketing functions," and It also seeks to define the elements of the marketing process and investigate how color influences customer behavior. Additionally, understanding the psychological meaning of certain colors, researching the role color plays in marketing, figuring out the color scheme, and researching the ways in which color is used in marketing This research seeks to define the terms "marketing," "product," "psychological color," "marketing functions," and know more. understanding the psychological meaning of specific colors, researching the role of color in marketing, figuring out the color scheme in marketing, and researching the uses of color in marketing

Keywords

Journal of Textiles, Coloration and Polymer Science

Articles in Press, Accepted Manuscript
Available Online from 23 February 2024

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History

  • Receive Date: 29 December 2023
  • Revise Date: 21 February 2024
  • Accept Date: 23 February 2024

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