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@article{190225,
        author = {Shantanu Yadav and Lakshay Nirjal and Vivek and Khushi Khanna},
        title = {Color Psychology in Branding: Influence on Consumer Perception and Choice},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {4113-4126},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=190225},
        abstract = {Color is one of the most immediate and powerful sensory cues in branding, yet its effects on consumer perception and choice remain incompletely understood across product categories and cultural contexts. This study investigates how color schemes used in brand identity and packaging shape consumer perceptions of brand personality, perceived product quality, emotional response, and actual purchase choice. Adopting a mixed-methods approach, the research combines controlled experiments with a large online survey of approximately four hundred adult consumers from diverse demographic groups. In the experimental phase, participants viewed systematically varied brand stimuli that manipulated hue, saturation, and brightness while holding other design elements constant; implicit and explicit measures of affect, trust, and purchase intention were collected. The survey phase examined real-world responses to existing brands and packaging, allowing the study to test the external validity of experimental findings and to explore moderating effects of product type, consumer involvement, and cultural background.
Findings reveal consistent patterns: warm, high-saturation colors tend to elicit stronger arousal and perceptions of excitement, which increase impulse purchase propensity for low-involvement, hedonic products; cool, low-saturation palettes generally enhance perceptions of reliability and sophistication, thereby raising perceived quality and willingness to pay for high-involvement, utilitarian products. Additionally, cultural orientation and individual differences in color sensitivity moderate these relationships. The study contributes to branding theory by clarifying the psychological pathways through which color affects consumer judgment and behaviour and offers actionable guidance for managers on color selection strategies tailored to product category and target segment. Practical implications include design recommendations for packaging, logo development, and digital marketing to optimise brand differentiation and conversion. Keywords: color psychology, branding, consumer perception, purchase choice, packaging design.},
        keywords = {Color psychology; Branding strategy; Consumer perception; Purchase decision; Packaging design; Brand personality; Emotional response; Hue, saturation, and brightness; Cultural influence; Product involvement; Willingness to pay; Visual marketing.},
        month = {January},
        }