Article Metrics

Article abstract view : 844 times
PDF full text: 0 times

Role Colour Plays in Influencing Consumer Behaviour

Rupa Rathee, Pallavi Rajain


The ability of colours to attract attention has been used for a long time by marketers to gain customer’s attention. It has been found in several studies that if there is a mismatch in representation of colour associations the colour becomes an eyesore. Therefore, the present study was conducted to understand the role colour plays in influencing consumer behaviour. For this an online survey form was circulated among respondents to study their colour preferences. It was found that yellow colour was preferred the least and blue the most. There were significant differences in choices made by the two genders. The results indicated that colour influenced customer’s decision and brand recall while making purchases. It was also found that there was significant difference among respondents regarding purchase of warm and cool colours as well as warm and neutral colours.


Colour, Meaning, Associations, Sensory Marketing, Consumer Behaviour

* Department of Management Studies, Deenbandhu Chhotu Ram University of Science and Technology, 50th K.M. Stone, N.H. 1, Murthal, Haryana 131039, India

Full Text:



Abril, P. S., Olazábal, A. M., & Cava, A. (2009). Marketing and the law. Journal of the Academy of Marketing Science, 37(3), 375–377.

Aslam, M. M. (2006). Are you selling the right color? A cross‐cultural review of color as a marketing cue. Journal of marketing communications, 12(1), 15-30.

Babolhavaeji, M., Vakilian, M. A., & Slambolchi, A. (2015). The role of product color in consumer behaviour. Advanced Social Humanities and Management, 2(1), 9-15.

Bellizzi, J. A., & Hite, R. E. (1992). Environmental color, consumer feelings, and purchase likelihood. Psychology & marketing, 9(5), 347-363.

Bellizzi, J. A., Crowley, A. E., & Hasty, R. W. (1983). The effects of color in store design. Journal of Retailing, 59(1), 21–45.

Beneke, J., Mathews, O., Munthree, T., & Pillay, K. (2015). The role of package color in influencing purchase intent of bottled water: Implications for SMEs and entrepreneurs. Journal of Research in Marketing and Entrepreneurship, 17(2), 165-192.

Brennan, M., & Charbonneau, J. (2005). The color purple: The effect of questionnaire color on mail survey response rates. Marketing Bulletin, 16(5), 1-7.

Chebat, J. C., & Morrin, M. (2007). Colors and cultures: exploring the effects of mall décor on consumer perceptions. Journal of business Research, 60(3), 189-196.

Crowley, A. E. (1993). The two-dimensional impact of color on shopping. Marketing Letters, 4(1), 59–69.

Elliot, A. J., & Maier, M. A. (2007). Color and Psychological Functioning. Current Directions in Psychological Science, 16(5), 250-254.

Elliot, A. J., Maier, M. A., Moller, A. C., Friedman, R., & Meinhardt, J. (2007). Color and psychological functioning: the effect of red on performance attainment. Journal of Experimental Psychology: General, 136(1), 154–168.

Funk, D., & Oly Ndubisi, N. (2006). Color and product choice: a study of gender roles. Management research news, 29(1/2), 41-52.

Garber Jr, L. L., Hyatt, E. M. & Starr Jr, R. G. (2000) The effects of food color on perceived flavor, Journal of Marketing Theory and Practice, 8(4), 59–72.

Gollety, M., & Guichard, N. (2011). The dilemma of flavor and color in the choice of packaging by children. Young Consumers, 12 (1), 82-90.

Hair, J. F. (2010). Black, WC, Babin, BJ, & Anderson, RE (2010). Multivariate data analysis, 7.

Hurlbert AC and Ling Y (2007), Biological components of sex differences in color preference, Current Biology, 17 (16), R623-R625.

Javed, S. A., & Javed, S. (2015). The impact of product's packaging color on customers' buying preferences under time pressure. Marketing and Branding Research, 2(1), 4.

Kareklas, I., Brunel, F. F., & Coulter, R. (2012). Judgment is not color blind: The impact of automatic color preference on product and advertising preferences.

Kauppinen - Räisänen, H., & Luomala, H. T. (2010). Exploring consumers' product-specific color meanings. Qualitative Market Research: An International Journal, 13(3), 287-308.

Kaya, N. & Epps, H. (2004). Relationship between color and emotion: A study of college students. College Student J, 38(3), 396.

Kreitler, H. and Kreitler, S. (1972), Psychology of the Arts, Duke University Press, Durham, NC.

Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.

Lee, S. & Barnes Jr, J. H. (1989) Using color preferences in magazine advertising, Journal of Advertising Research, 29(6), 25–30.

Manav, B. (2007). Color‐emotion associations and color preferences: A case study for residences. Color Research & Application, 32(2), 144-150.

Motoki, K., Saito, T., Nouchi, R., Kawashima, R., & Sugiura, M. (2019). Light colors and comfortable warmth: Crossmodal correspondences between thermal sensations and color lightness influence consumer behavior. Food quality and preference, 72, 45-55.

Nitse, P. S., Parker, K. R., Krumwiede, D., & Ottaway, T. (2004). The impact of color in the e-commerce marketing of fashions: an exploratory study. European Journal of Marketing, 38(7), 898-915.

Percy, L. and Rossiter, J. (1983). Effects of picture size and colour on brand attitude responses in print advertising, Advances in Consumer Research, 10(1), 17-20.

Priluck Grossman, R., & Wisenblit, J. Z. (1999). What we know about consumers’ color choices. Journal of marketing practice: Applied marketing science, 5(3), 78-88.

Roschk, H., Loureiro, S. M. C., & Breitsohl, J. (2017). Calibrating 30 Years of Experimental Research: A Meta-Analysis of the Atmospheric Effects of Music, Scent, and Color. Journal of Retailing, 93(2), 228-240.

Schmitt, B. H. & Pan, Y. (1994) Managing corporate and brand identities in the Asia-Pacific region, California Management Review, 36(4), 32–48.

Singh, S. (2006). Impact of color on marketing. Management decision, 44(6), 783-789.

Siple, P., & Springer, R. M. (1983). Memory and preference for the colors of objects. Attention, Perception, & Psychophysics, 34(4), 363-370.

Sliburyte, L., & Skeryte, I. (2014). What we know about consumers’ color perception. Procedia-Social and Behavioral Sciences, 156, 468-472.

Tangkijviwat, U., & Shinoda, H. (2008). Color preference approached from perceived color attributes for different color appearance mode. In

Proceedings of the Interim Meeting of the International Color Association.

Tornetta, S., Fox, T. & Blackbird, J. (2009). Color sells: The psychology of color influences consumers.

Tavassoli, N. T. & Han, J. K. (2002). Auditory and visual brand identifiers in Chinese and English, Journal of International Marketing, 10(2), 13–28.

Westland, S., & Shin, M. J. (2015). The relationship between consumer color preferences and product-color choices. JAIC-Journal of the International Color Association, 14.


International Research Journal of Business Studies indexed in:

Image result for university of Saskatchewan small logo