The psychological association between product's color and consumer's color preference in marketing

In our daily lives, we are constantly exposed to many stimuli, some of which influence our behavior without our full awareness. One of these stimuli is color, which interact with our individual color preference. Color preference influences us in various daily tasks. For example, people make decisions within 90 seconds of their first interaction with products, and approximately 60-90% of a product's evaluation is based solely on its color characteristics. At this point, it is necessary to put color preference at the center of marketing strategies. However, there are few attempts to unify the literature on the contribution of different color characteristics and the role of consumer attributes. This paper is aimed at reviewing contributions that focus on the use of color in marketing and identifying key features and limitations. Practical implications and future directions of this research area are outlined. The results obtained are useful both for basic research and for companies that want to take an informed approach to the use of color.