A  STUDY ON THE PSYCHOLOGY OF COLOR IN BRANDING WITH REFERENCE TO FMCG PRODUCTS

Dr. Roopavathi. V

A STUDY ON THE PSYCHOLOGY OF COLOR IN BRANDING WITH REFERENCE TO FMCG PRODUCTS

Authors: Dr. Roopavathi. V

Unique Paper ID: 170803
Volume: 5
Issue: 7
PageNo: 422-425

Keywords: Brand recognition Colour Consumer perception FMCG Psychological response.

Abstract:
The FMCG (Fast Moving Consumer Goods) industry is a dynamic and rapidly evolving sector that encompasses a wide range of everyday products consumed by individuals on a frequent basis. From food and beverages to personal care products, household items, and over-the-counter medicines, FMCG products are characterized by their quick turnover and relatively low cost. This sector is driven by the constant demand for essential goods and is considered one of the largest and most resilient industries globally. At the heart of the FMCG industry is the relentless pursuit of consumer satisfaction and convenience. FMCG products are designed to meet the diverse needs and preferences of consumers across various demographics, lifestyles and income levels. This industry caters to both necessities and indulgent desires, offering a plethora of choices to consumers in terms of brands, flavors, formulations, and packaging options. The FMCG sector thrives on innovation, with companies continually striving to develop new products, improve existing ones, and stay ahead of evolving consumer trends and preferences. The FMCG industry is characterized by intense competition and fast-paced market dynamics. Brands compete for market share and consumer attention through aggressive marketing strategies, innovative product offerings and strategic pricing tactics. Retail channels play a crucial role in the distribution and accessibility of FMCG products, with supermarkets, convenience stores, e-commerce platforms, serving as key outlets for consumer goods. The present study is of paramount importance due to its profound impact on consumer behavior, brand perception and market competitiveness. Colors possess the remarkable ability to evoke specific emotions, associations and even physiological responses in individuals. Understanding how colors influence consumer perceptions and preferences enables FMCG brands to craft branding strategies that resonate with their target audience, differentiate themselves from competitors and foster stronger brand-consumer relationships. Moreover, colors play a pivotal role in shaping brand identity and personality, serving as visual cues that communicate brand values, positioning, and characteristics.

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Cite This Article

ISSN: 2349-6002
Volume: 5
Issue: 7
PageNo: 422-425

A STUDY ON THE PSYCHOLOGY OF COLOR IN BRANDING WITH REFERENCE TO FMCG PRODUCTS

Available:https://ijirt.org/Article?manuscript=170803

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