Color Perception Analysis on Consumers

Denisa-Roxana Muntean (), Ștefan Claudiu Căescu () and Adrian-Ovidiu Apostol ()
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Denisa-Roxana Muntean: The Bucharest University of Economic Studies
Ștefan Claudiu Căescu: The Bucharest University of Economic Studies
Adrian-Ovidiu Apostol: Advanced Ideas

Journal of Emerging Trends in Marketing and Management, 2021, vol. 1, issue 1, 174-181

Abstract: In the present paper we have realized a pchychological study that aims to determine how color affects our day-to-day decisions. The key aspects of the study are drawn by strategically using colors which make the customers feel in a certain way about a brand which tends to be constantly in trend. The study focuses on how colors define the image of a brand, representing a sales strategy and it includes 3 main categories: classic colors, trend colors and gradient colors. Based on a questionnaire, consumers' preferences regarding the influence of colors in choosing a product were analyzed. Colors are the meaning of a visual perception which create, together or separately, a harmony in our lives through accents, nuances or shades. A long time ago, the historical periods were identified through style, architecture, shapes and colors. These are taken as a base for the present period, inspiring the market in order to recreate the past times in a modern way, also known as a “trend†. Personal involvement and outlined opinions contribute in creating a personal approach in color analysis on consumers by strengthening already existing concepts. Through new insights in this segment of colors, many industries could build themselves a modern strategy in line with consumers' perception.

Keywords: Marketing; trends; consumer behavior; colors. (search for similar items in EconPapers)
JEL-codes: D15 D47 E32 M31 (search for similar items in EconPapers)
Date: 2021
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