The psychological impact of colors in marketing
Authors
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Anastasiia Albatova
Oles Honchar Dnipro National University
Author
https://orcid.org/0009-0003-7953-0839
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Oksana Levkovych
Oles Honchar Dnipro National University
Author
https://orcid.org/0000-0002-4570-4963
Abstract
"Color psychology" is a branch of psychology that studies the influence of colors on emotions, mood, behavior, and the psychological state of a person. It explores how colors are perceived and cause various psychological reactions in people. Color psychology studies the meaning of each individual color and their combinations, as well as the impact of colors on mental processes and physiological reactions of the body. It investigates the associations, impressions, and emotions that different colors evoke, and how this can be used to influence the behavior and mood of people. The use of color in marketing communication is a powerful tool that directly affects our subconscious, determining how we think and feel about a particular product, advertisement, campaign, etc. Increasingly, marketers are turning to social media for product promotion, and economists are considering social norms when evaluating the attractiveness of a business project.
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