The Impact of Colour on Consumer Buying Decision

Most people do not see color as simply the way something looks, however. They tend to associate certain colors with specific feelings, emotions and memories. (Dmitrieva) For instance, blue is most commonly associated with “feeling blue” meaning one feels upset or depressed, however, blue is

Colors are linked to emotions. Danciu claims that companies can mix the colors in such a way that grabs the consumer’s attention and persuades the consumer into purchasing their product. People often make judgements based on color, whether it is skin tone or colors of the rainbow, so the concept of mixing colors to persuade a consumer is not far-fetched. According to Ciotti, in a study titled

Colors are apart of our everyday lives. They help us on dreaming, creating and increasing youthfulness. The author used colors to illustrate an importance behind objects, emotions, and characters. The various colors symbolize location, character traits and appearances.

The colors change as the story evolves and defines turns in the story such as when her dress turns white when she searches for the wicked witch and helps psychologically associate Dorothy as being good, protected and pure for her conflict against the wicked, good vs evil. Her dress is blue in the beginning which communicates loyalty and purpose. Once she reaches Oz its a pretty silk green dress. Green signifies growth. Additionally the closer to Oz Dorothy and her friends get- the more dark and dreary & scary their environment becomes. The forest before they reach Oz represents obstacles, fear, uncertainty and boundaries. The goggles required to enter Oz represent visual trickery and the color green represents growth. The color usage is essential for The Wizard of Oz to create it's appearance verses reality and good verses evil essence and essential to the ability to relate to evolution of Dorothy's experiences and lesson to learn. The color usage in significant symbolism is the driving force of the story in terms of interpretation of details, how they relate together and the relateability the story offers the

Color and color combinations are very important to many cultures and have been for centuries, reflecting their specific beliefs and meanings. Divakaruni used colors of clothing to signify and compare monumental

Color serves as a means of communication. In sports, different colored uniforms show which team the players are on. On streets and

Colors are used in literature to describe the different emotions of a character. Colorism is a type of symbolism used in literature. Death uses color symbolism in The Book Thief to describe a character's emotion because he is the narrator. Color symbolism in literature is when the author uses a color to symbolize the character's emotion; it occurs throughout The Book Thief. Red, white, and gray or silver are the colors that are used the most frequently and have the biggest meanings throughout the novel.

Colors we see them everywhere from what we wear down to what we eat, and colors can stand for many different things. One color that stands out and stands bold is the color pink for breast cancer according to Peggy Orenstein Most women don’t believe they will get breast cancer because it doesn’t run in their family. Peggy Orenstein’s argument is effective that mammograms don’t always save a life with the use of Logos and Pathos

When this world was created, God or whatever you believe in made a form of nonverbal communication by using the display of color. It can have countless different meanings from one day to the next and can change in a heartbeat. In the movie Pleasantville that was filmed in 1998 and directed by Gary Ross, color becomes a baffling wonder, that has never been seen before in a town where everything is perfect. When color starts appearing around the city everything in a perfect town naturally turns to chaos and terror. Color was created to show emotion in ways that people don't understand in the small town of Pleasantville.

Colors “The property possessed by an object of producing different sensations on the eye as a result of the way the object reflects or emits light.” (Dictionary) Colors represent emotions, like how red represents love and lust, colors have deeper meanings. The colors that best represent Steinbeck’s Of Mice & Men are yellow, black, and blue because, these colors represent joy, death, and trust.

In literature color is often used to create a mood within the story. Within the two mediums I picked. The Book Thief and A Single Man. Zusak and Ford utilize color to represent emotions and feelings in a character. More specifically, they focus on darkness to further accentuate the main characters’. George and Liesel. struggles with death and trauma. George and Liesel both experience traumatic deaths in their lives; however, Liesel finds a way to overcome this trauma without letting it define her, while George lets it fester and remains lost in mourning.

Colours are more important than they are give credit for. A viewers eye quickly catches a bright colour against monotonous background than a blended in color. Its almost human psychology, you notice a man in a bright yellow shirt in a crowded street than a white or grey shirt that blends into the crowd. Use this to your advantage and follow the contrasting colours for best effect. The good thing about colours is that they deeply affect the mood of people. Yellow is believed to elevate people and make them merrier whereas red is believed to be exciting. Talk about manipulating people!

Frivolity and immaturity are often negative associations to orange.(Wright) Yellow is the most emotional color. It can be an emotionally strong color or emotionally fragile color. Meaning it symbolizes optimism and can also symbolize depression.(Johnson)

Consumption is a process of acquiring, using and disposing of goods and services. Emotions play a very large role in consumer behavior. This behavior and emotions are affected and created by the society and the culture in which the consumer lives. For example, an American may approach the purchase of a costly car with relatively less pressure than a person in a developing country where a car could be a high unaffordable luxury. The customer will comprehend brands, offers and the meaning of the product based on the understanding that he or she has of similar brands and their experience by analogy or by hearsay from peers and form an opinion. For example a new soft drink from Pepsi may not be very informative in its advertisement but that it is from the stable of PepsiCo makes the users of Pepsi brands take it in without much research. Such an opinion is not based mostly on the complete set of facts. Where there are many alternatives or the information is scarce the customer has to make a lot of effort or 'high effort' to reach a decision and such a situation could be a turnoff. On the other hand the customer may not be inclined to devolve deep into facts in case where the brand value is established and may make a decision on little or even sometimes no information. (Hoyer;

Based on the findings that one has discovered in life itself, in essence, color helps with the flows of life in a way that it can determines your thoughts, emotions, and decisions. In my research I gained a vast amount knowledge and from what I’ve learned; now I can explain colors in depth, with a great amount of detail. If colors were non-existent, then, there would be a very grey look upon life. Colors brings forth light, and the light brings forth living. The world displays colors for a reason and it’s very important to life.