What science says about color's role in brand perception

05/16/2014 | Entrepreneur online

Color plays a distinct role in how consumers perceive, interact with, and select brands and products, but too often marketers rely on hunches and anecdotes, writes Gregory Ciotti, marketing strategist at Help Scout. Psychology research and various color theories, however, have dealt seriously with topics such as color preferences among men and women, how creating color contrasts on websites can guide consumers to desired areas and why consumers prefer unique color names, such as mocha for brown.

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