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The Psychology of Color and Its Influence in Marketing

Color, Psychology and MarketingColors are everywhere. They play a large part in how individuals present themselves through their wardrobe, their homes, and their belongings. Studies have demonstrated how colors can grab and retain attention, provoke emotional responses, and influence a person’s attitude (Sable & Akcay, 2001). As a result, companies carefully select the colors they use on brands, logos, mascots, retail stores, advertisements, packaging, and even products themselves to influence their target market. Ultimately, marketers want you to create positive associations with their companies, and do so in part by acting on your strong psychological reactions to different colors. Continue reading

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