Influence of Color Perception on Consumer Behavior

Abstract

With the intensified competition, attracting and retaining the customers has become a top concern for businesses. Color has been identified as one of most significant factors influencing consumers’ purchasing behavior. The purpose of the research is to explore the ways color perceptions influence consumer behavior. A better understanding of influence of color perceptions enables them to direct marketing strategies design and implementation. In the research, the researcher makes an attempt to review relevant research papers and account for why color is important in capturing the interest of consumers. In the paper, consumer behaviors, influential factors and influence of colors on consumer behavior, color meanings and roles are reviewed and critically discussed. It is expected that the study can help better understand consumers’ color perceptions and their potential influence on consumer behavior. The color psychology has become growingly significant in producing and packaging products. Colors, thus, accomplished prominence in marketing activities. The findings in the established literature can offer some great implications for businesses in terms of how to leverage color for creating distinct customer experience. The established literature also highlights colors have different meanings in different culture. That indicates the importance of considering cultural difference when exploring influence of color perceptions on consumer behaviors. The paper simply reviews the established literature, and these established findings remain to be empirically tested.