The Influence of Color on Humans Purchasing Behavior

Abstract

Due to the rise of industrialization and consumerism, consumer markets become very competitive. Many companies are racking their brains to figure out how to attract as many consumers as possible in order to earn revenue. Under such circumstances, producers have tried different marketing methods. One of the methods relates to the color of the product, and it has shown significant effectiveness in grabbing the attention of consumers. The purpose of the paper is to figure out how color affects consumer purchase behavior by attempting to review multiple papers, and the researcher has separated it into several parts: in the first section, the research illustrates the meaning of color. In the second section, the researcher describes the effect of color on the brain and mood. In the third section, the researcher explains the effect of gender differences on color perception. In the fourth section, the researcher relates color with health. In the final sections, the researcher provides a final suggestion to both consumers and producers.