The Psychology of Colour Influences Consumers’ Buying Behaviour – A Diagnostic Study

  title={The Psychology of Colour Influences Consumers’ Buying Behaviour – A Diagnostic Study},
  author={J. Suresh Kumar},
  journal={Journal of business management},
  • J. Kumar
  • Published 2017
  • Psychology
  • Journal of business management
Colour plays an important role in marketing products.  It is a powerful marketing tool that influences consumer purchases in many aspects.  Marketers must explore the harmony of colours for successful marketing of products.  Nearly all products sold today have colourful facades.  Selecting the right colours to use has an enormous impact on product sales. While no single set of rules governs colour choices, research has established general guidelines based on the principle of associative… Expand

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