| Résumé: | Color sells products. It is a powerful marketing tool that significantly influences
consumer purchases, so much so that it accounts for 85% ofthe reason why someone decides
to purchase a product (Hemphill 275). Marketers must understand the psychology of color in
order to use iteffectively. Humans associate colors with meanings. These associations are
studied extensively in marketing research. This paper explores how the psychology of color
influences purchasing behavior as it pertains to product design, company branding, and the
consumer. Nearly all products sold today have colorful facades. Selecting the right colors to
use has an enormous impact on product sales. While no single set of rules governs color
choices, research has established general guidelines based on the principle of associative
learning, the relationship between color and emotion.
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