The Importance of Color in Marketing and Customer Behavior | ||
| Journal of Textiles, Coloration and Polymer Science | ||
| Volume 21, Issue 2, December 2024, Pages 407-418 PDF (875.9 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jtcps.2024.259254.1299 | ||
| Authors | ||
| Hasnaa S, Soliman1; Menna A. Alkaramani1; Iman G. Elbadwy1; Zainab Alazab Awad1; Mariam A. Eida1; Ahmed G. Hassabo* 2 | ||
| 1Benha University, Faculty of Applied Arts, Advertising, Printing and Publishing Department, Benha, Egypt | ||
| 2National Research Centre (NRC), Textile Research and Technology Institute (TRTI), Pre-treatment and Finishing of Cellulose based Textiles Department (PFCTD), El-Behouth St. (former El-Tahrir str.), Dokki, P.O. 12622, Giza, Egypt | ||
| Abstract | ||
| Color is a source of information and is present everywhere. After their first encounters with people or things, consumers form opinions within ninety seconds. Colors alone account for between 62 and 90 percent of the evaluation. Therefore, careful color selection may influence attitudes toward certain items by affecting moods and feelings, both favorably and unfavorably, in addition to helping things stand out from the competition. Managers need to recognize the significance of colors in marketing as our emotions and moods are erratic and because colors influence how we think and behave. The objectives of this study are to define the terms "marketing," "product," "psychological color," "marketing functions," and It also seeks to define the elements of the marketing process and investigate how color influences customer behavior. Additionally, understanding the psychological meaning of certain colors, researching the role color plays in marketing, figuring out the color scheme, and researching the ways in which color is used in marketing This research seeks to define the terms "marketing," "product," "psychological color," "marketing functions," and know more. understanding the psychological meaning of specific colors, researching the role of color in marketing, figuring out the color scheme in marketing, and researching the uses of color in marketing | ||
| Keywords | ||
| Marketing Strategy; Color; Consumer behaviour; Marketing process; Psychological effect of colors | ||
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