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


  • J Suresh Kumar Army Institute of Hotel Management & Catering Technology, Bengaluru



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 learning, the relationship between colour and emotion. The researcher made a diagnostic study on the psychology of colour influences consumers buying behaviour.  Secondary data has been extensively used in this research.  Colour properties like hue, saturation and value, were discussed. Usage of colours in the packing of products, how colours earn brand image to a product, how colours help marketers to communicate the brand to customers and how to match colours with customer’s personality are extensively discussed. Conclusions were drawn based on this diagnostic study.

Author Biography

J Suresh Kumar, Army Institute of Hotel Management & Catering Technology, Bengaluru

Army Institute of Hotel Management & Catering Technology, Bengaluru, India


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How to Cite

Kumar, J. S. (2017). The Psychology of Colour Influences Consumers’ Buying Behaviour – A Diagnostic Study. Ushus Journal of Business Management, 16(4), 1-13.