V3I3P1

The Impact of Colour Psychology on Consumer Buying Behaviour: A Study on Brand Perception and Purchase Decisions

Suraj Inamati^1*

Abstract

The primary objective of this research is to analyze the intricate relationship between colour psychology and consumer purchasing behaviour. The study examines how colours influence brand perception, evoke emotional responses, and affect decision-making processes. By exploring the psychological and cultural implications of colour in marketing and branding, the research aims to provide valuable insights into how brands can use colours strategically to enhance consumer engagement, build trust, and cultivate brand loyalty. The findings offer actionable recommendations for marketers to effectively leverage colour in their branding strategies.

Keywords:

Colour Psychology, Brand Identity, Technology Branding, Consumer Perception, Visual Identity, Brand Recognition, Cross-Cultural Branding