The impact of color on consumer choices: a color psychology perspective

Abstract

This article presents the findings of a study aimed at determining how color influences consumer perceptions and choices from the perspective of color psychology, providing advertisers with strategic tools to enhance their campaigns. A mixed-methods approach with a non-experimental, descriptive-correlational design was used. A 14-question survey was administered to a sample of 114 individuals to identify emotional associations with specific colors and describe their impact on brand and product perception. The results show that color acts as an emotional and cognitive trigger that directly influences purchasing decisions by evoking moods and creating an affective connection with the consumer. Furthermore, the appropriate application of color, considering cultural and contextual factors, is crucial in building visual identity and brand differentiation. This research falls within the line of Innovation, Creativity, and Information Technologies and contributes to the understanding of color as a persuasive tool in modern marketing.