Color psychology studies how different colors determine human behavior. The psychology of color is used in advertising and marketing to evoke emotional reactions. That sounds simple at first blush, but there’s a lot to unpack in that statement.
Before we look at how color meaning affects human behavior (and how certain colors elicit different reactions), let’s take a quick journey through the history of color.
Through their choice of color in logos, packaging, signage, and advertising, brands can influence consumers to buy on impulse, or choose their product or service over a competitor’s.
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