{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,6]],"date-time":"2026-10-06T21:24:50Z","timestamp":1791321890912,"version":"4.3.1"},"reference-count":17,"publisher":"Emerald","issue":"6","license":[{"start":{"date-parts":[[2006,7,1]],"date-time":"2006-07-01T00:00:00Z","timestamp":1151712000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2006,7,1]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>Color is ubiquitous and is a source of information. People make up their minds within 90 seconds of their initial interactions with either people or products. About 62\u201090 percent of the assessment is based on colors alone. So, prudent use of colors can contribute not only to differentiating products from competitors, but also to influencing moods and feelings \u2013 positively or negatively \u2013 and therefore, to attitude towards certain products. Given that our moods and feelings are unstable and that colors play roles in forming attitude, it is important that managers understand the importance of colors in marketing. The study is designed to contribute to the debate.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>This article reviews the literature relating to color psychology in the context of marketing, highlights inconsistencies and controversies surrounding the color psychology, and, examines the impact of colors on marketing.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>Findings of the study are that managers can use colors to increase or decrease appetite, enhance mood, calm down customers, and, reduce perception of waiting time, among others.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>The direction for future research and limitations of the study are presented.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>Reviews the literature relating to color psychology in the context of marketing.<\/jats:p><\/jats:sec>","DOI":"10.1108\/00251740610673332","type":"journal-article","created":{"date-parts":[[2006,7,4]],"date-time":"2006-07-04T06:18:05Z","timestamp":1151993885000},"page":"783-789","source":"Crossref","is-referenced-by-count":404,"title":["Impact of color on marketing"],"prefix":"10.1108","volume":"44","author":[{"given":"Satyendra","family":"Singh","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"key":"key2022030719482442500_b1","unstructured":"Alpert, J.I. and Alpert, M.I. (1986), The Effects of Music in Advertising on Mood and Purchase Intentions, University of Texas, Austin, TX."},{"key":"key2022030719482442500_b2","unstructured":"Bellizzi, J.A., Crowley, A.E. and Hasty, R.W. (1983), \u201cThe effects of color in store design\u201d, Journal of Retailing, Vol. 59 No. 1, pp. 21\u201045."},{"key":"key2022030719482442500_b3","doi-asserted-by":"crossref","unstructured":"Cimbalo, R.S., Beck, K.L. and Sendziak, D.S. (1978), \u201cEmotionally toned pictures and color selection for children and college students\u201d, Journal of Genetic Psychology, Vol. 33 No. 2, pp. 303\u20104.","DOI":"10.1080\/00221325.1978.10533389"},{"key":"key2022030719482442500_b4","unstructured":"Gerard, R.M. (1957), \u201cDifferential effects of colored lights on psychophysiological functions\u201d, unpublished doctoral dissertation, University of California, Los Angeles, CA."},{"key":"key2022030719482442500_b5","unstructured":"Harrington, L. and Mackie, J. (1993), Color: A Stroke of Brilliance, Benjamin Moore & Co., Toronto."},{"key":"key2022030719482442500_b6","doi-asserted-by":"crossref","unstructured":"Jacobs, K.W. and Suess, J.F. (1975), \u201cEffects of four psychological primary colors on anxiety state\u201d, Perceptual and Motor Skills, Vol. 41, pp. 207\u201010.","DOI":"10.2466\/pms.1975.41.1.207"},{"key":"key2022030719482442500_b7","doi-asserted-by":"crossref","unstructured":"Kaiser, P. (1984), \u201cPhysiological response to color\u201d, Color Research and Application, Vol. 9 No. 1, pp. 29\u201036.","DOI":"10.1002\/col.5080090106"},{"key":"key2022030719482442500_b8","unstructured":"Kaufman\u2010Scarborough, C. (2002), \u201cSeeing through the eyes of the color\u2010blind shopper: developing dialogues for understanding\u201d, Colors Matters \u2013 Research, available at: www.colormatters.com (accessed 11 November 2002)."},{"key":"key2022030719482442500_b9","unstructured":"Khouw, N. (2002), \u201cThe meaning of color for gender\u201d, Colors Matters \u2013 Research, available at: www.colormatters.com (accessed 11 November 2002)."},{"key":"key2022030719482442500_b10","unstructured":"Kido, M. (2000), \u201cBio\u2010psychological effects of color\u201d, Journal of International Society of Life Information Science, Vol. 18 No. 1, pp. 254\u201062."},{"key":"key2022030719482442500_b11","doi-asserted-by":"crossref","unstructured":"Knez, I. (2001), \u201cEffects of color of light on nonvisual psychological processes\u201d, Journal of Environmental Psychology, Vol. 21 No. 2, pp. 201\u20108.","DOI":"10.1006\/jevp.2000.0198"},{"key":"key2022030719482442500_b12","unstructured":"Kotler, P. (1973), \u201cAtmospherics as a marketing tool\u201d, Journal of Retailing, Vol. 49 No. 4, pp. 48\u201061."},{"key":"key2022030719482442500_b13","unstructured":"Kulman, L. (2001), \u201cIn today's restaurants, color my sushi beautiful\u201d, US News & World Report, Vol. 130 No. 2, p. 56."},{"key":"key2022030719482442500_b14","unstructured":"Tektronix (1988), The Color Connection, Catharine & Sons, Morton, IL."},{"key":"key2022030719482442500_b15","unstructured":"Tutssel, G. (2000), \u201cBut you can judge a brand by its color\u201d, Brand Strategy, November, pp. 8\u20109."},{"key":"key2022030719482442500_b16","doi-asserted-by":"crossref","unstructured":"Veitch, J.A. (2001), \u201cA critical examination of perceptual and cognitive effects attributed to full\u2010spectrum fluorescent lightning\u201d, Ergonomics, Vol. 44 No. 3, pp. 255\u201080.","DOI":"10.1080\/00140130121241"},{"key":"key2022030719482442500_b17","doi-asserted-by":"crossref","unstructured":"Wiegersma, S. and Van der Elst, G. (1988), \u201cBlue phenomenon: spontaneity or preference?\u201d, Perceptual & Motor Skills, Vol. 66 No. 1, pp. 308\u201010.","DOI":"10.2466\/pms.1988.66.1.308"}],"container-title":["Management Decision"],"original-title":[],"language":"en","link":[{"URL":"http:\/\/www.emeraldinsight.com\/doi\/full-xml\/10.1108\/00251740610673332","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/00251740610673332\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/00251740610673332\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T23:43:39Z","timestamp":1753400619000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/md\/article\/44\/6\/783-789\/283364"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2006,7,1]]},"references-count":17,"journal-issue":{"issue":"6","published-print":{"date-parts":[[2006,7,1]]}},"alternative-id":["10.1108\/00251740610673332"],"URL":"https:\/\/doi.org\/10.1108\/00251740610673332","relation":{},"ISSN":["0025-1747"],"issn-type":[{"value":"0025-1747","type":"print"}],"subject":[],"published":{"date-parts":[[2006,7,1]]}}}