FORTY Facts on the Psychology of Color

Color is a very important component  of the marketer’s toolbox, as we have reported before (see 1, 2.) Colin Cieloha of Skilled.co makes these observations: “Are colors in business important? It is not something that I ever thought needed a serious consideration. I always thought that color was there to make things look pretty. Recent […]

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The Psychology of Color

As we approach the end of 2016, we are going to present some of the most popular of the nearly 1,500 posts that have appeared on Evans on Marketing. Today, we cover how colors affect consumers’ product perceptions.   _________________________________ From a marketing perspective, we tend to believe “perception is reality” — which means that […]

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How Colors Affect Consumers’ Product Perceptions

From a marketing perspective, we tend to believe “perception is reality” — which means that what shoppers believe about product features is more important than the reality of those features. With this in mind, Rachel Griffith has written a fascinating article for Fast Company on the impact of color on consumer perceptions. As she notes: […]

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