Color psychology is one of the more fascinating sides of marketing. Companies also use color when deciding on the brand logo. Color influences perceptions that are not obvious, such as the taste of food. Colours can also enhance the effectiveness of placebos. Reds to motivate. Blues to build trust. Oranges for confidence. The visual light spectrum has the power to play our emotional responses like a violin.
People make up their minds within 90 seconds of their initial interactions with products. About 62‐90 percent of the assessment is based on colors alone. So, prudent use of colors can contribute not only to differentiate products from competitors but also to influencing moods and feelings – positively or negatively – and therefore, to attitude towards certain products. Given that our moods and feelings are unstable and that colors play roles in forming the attitude, it is important that managers understand the importance of colors in marketing.