Colour creates an emotional connection between consumers and products, so it’s no surprise that companies spend a fortune refining their brand identity with just the right shade of red or blue. Colour psychology is a concept that emerged in the early 20th century and explores how colours can influence our emotions and moods. The aim of this study was to find out the impact of colour psychology on consumer behaviour. The research surveys the impact of colour on consumers, the effect of colours on moods and emotions, while also looking at how companies use colours in their marketing and branding. There are five basic colour categories: red, orange, yellow, green and blue. There are also various shades and tints of each colour – known as the “spectrum”. The research found that consumers spend more on perishable goods in red areas than in blue ones, which suggests that “money talks louder” than other colours. The research also finds that yellow is considered to be a less intense colour – so causing less emotional reaction among consumers who prefer shopping in multi-brand retail outlets

Colour psychology, Consumer behaviour, Colour spectrum