Impact of color on marketing
Singh reviews the literature on colour in marketing. He notes that colour is a source of information, that people form quick impressions of people and products, and that a large share of the assessment is based on colour alone. Careful use of colour can help differentiate products from competitors and influence moods and feelings, and so attitudes toward products. He argues that managers need to understand the importance of colour in marketing.
Singh reviews the literature on colour in marketing. He notes that colour is a source of information, that people form quick impressions of people and products, and that a large share of the assessment is based on colour alone. Careful use of colour can help differentiate products from competitors and influence moods and feelings, and so attitudes toward products. He argues that managers need to understand the importance of colour in marketing.
Written from the abstract as shown on the OpenAlex record, read 2026-11-04.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
Singh, S. (2006). Impact of color on marketing. Management Decision, 44(6), 783-789. doi:10.1108/00251740610673332.