The Influence of Color Perception on Marketing Decisions

Šliburytė, Laimona; Skėrytė, Ilona

doi:10.1515/mosr-2017-0010

Abstract

The article examines colour (sight) marketing as one of the element of sensory marketing highlighting the importance of its perception and use in marketing decisions. Theoretical studies reveal that seeking to influence consumer behaviour, colour is used in setting linkages with characteristics of the product, as well as defining product packaging, advertising, point of sale, and brand communication.

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