Renklerin pazarlama üzerindeki etkisi

Abstract

Color is the most important factor influencing the consumer's purchasing behavior which is in the focus of modern marketing concept. Each color has a different impact on human psychology, but there's no "good" or "bad" color for that matter. Colors can be considered as the envoy of emotions. They are so effective on our purchasing habits that they continue to be so from childhood to old age. Since colors are very effective on human psychology, advertising firms start working on their designs by focusing on colors to attract attention and make an unforgettable impact on human mind so that products are identified by the chosen color. Therefore, the first thing advertising firms do is to determine the color they find most suitable for their logo. No doubt, color has an immense effect on the human soul and brain. Our study attempts to examine the influence of colors on the marketing process and consumer purchasing behavior. In doing so, theoretical and empirical studies related to the effect of colors on buying behavior are cited and a survey on consumers' color preferences in home furniture area is included in the following pages. Keywords: Marketing Factors, Colors, Color Psychology and Human Interaction, Marketing on Shares of Color