THE PSYCHOLOGY OF COLORS IN BRANDING AND CONSUMER PURCHASE DECISIONS

Abstract

Color plays a critical role in shaping consumer perceptions, influencing emotions, and driving purchasing behavior. This paper explores the psychological impact of colors in branding and how they affect consumer decision-making. By analyzing the associations between specific colors and emotional responses, the study highlights how businesses strategically use color to convey brand identity, establish market differentiation, and enhance brand recall. Furthermore, it examines cultural variations in color interpretation and the subconscious influence of color on consumer behavior. The research emphasizes that effective color choices in branding not only attract attention but also build trust and loyalty, ultimately guiding consumers toward purchase decisions.