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The Influence of Color Perception on Marketing Decisions

Author

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  • Šliburytė Laimona

    (socialinių mokslų (ekonomika) daktarė; Kauno technologijos universiteto Ekonomikos ir verslo fakulteto Marketingo katedros docentė. Gedimino g. 50, LT-44239 Kaunas, Lithuania)

  • Skėrytė Ilona

    (vadybos studijų krypties marketingo studijų programos magistrė; Kauno technologijos universiteto Ekonomikos ir verslo fakultetas, Marketingo katedra. Gedimino g. 50, LT-44239 Kaunas, Lithuania)

Abstract
The article examines colour (sight) marketing as one of the element of sensory marketing highlighting the importance of its perception and use in marketing decisions. Theoretical studies reveal that seeking to influence consumer behaviour, colour is used in setting linkages with characteristics of the product, as well as defining product packaging, advertising, point of sale, and brand communication.

Suggested Citation

  • Šliburytė Laimona & Skėrytė Ilona, 2017. "The Influence of Color Perception on Marketing Decisions," Management of Organizations: Systematic Research, Sciendo, vol. 77(1), pages 169-184, June.
    • Handle: RePEc:vrs:morgsr:v:77:y:2017:i:1:p:169-184:n:10
    DOI: 10.1515/mosr-2017-0010
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