Effect of color on advertising
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Satyendra Singh, (2006), " Impact of color in marketing", Management Decision, Volume. 44 Iss 6 pp. 783 - 789 Long term link to this kind of document:
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Hannele Kauppinen#RГ¤isГ¤nen, Harri To. Luomala, (2010), " Checking out consumers' product#specific colour meanings", Qualitative Market Research: An International Log, Vol. 13 Iss several pp. 287-308
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CURRENT RESEARCH DEVELOPMENT
Impact of color upon marketing
Influence of color
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Department of Administrative Research, University of Winnipeg, Winnipeg, Canada
Received March 2006
Revised March 2006
Accepted March 06\
Purpose вЂ“ Color can be ubiquitous which is a way to obtain information. Persons make up the minds of men within 85 seconds with their initial connections with possibly people or perhaps products. About 62-90 percent of the evaluation is based on colours alone. So , prudent usage of colors can contribute not only to differentiating items from rivals, but likewise to impacting on moods and feelings вЂ“ positively or perhaps negatively вЂ“ and therefore, to attitude toward certain goods. Given that the moods and feelings are unstable which colors enjoy roles in forming attitude, it is important that managers understand the need for colors in marketing. The analysis is designed to contribute to the debate. Design/methodology/approach вЂ“ This post reviews the literature relating to color mindset in the context of marketing, illustrates inconsistencies and controversies adjacent the color mindset, and, examines the impact of colors on marketing. Findings вЂ“ Findings in the study happen to be that managers can use hues to increase or perhaps decrease hunger, enhance mood, calm down consumers, and, reduce perception of waiting period, among others. Exploration limitations/implications вЂ“ The path for long term research and limitations in the study are presented.
Originality/value вЂ“ Opinions the literature relating to color...
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