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The Importance of Color

Color is a crucial influence in the making of buying decisions because of its vital role in brand identification.

By: Sean Milmo

European Editor

Color is pivotal to brand awareness. Increasing amounts of information on consumers’ shopping behavior have established that color is a crucial influence in the making of buying decisions because of its vital role in brand identification. Studies show that consumers can recognize brands just by their colors alone. The power of color comes from its capacity to communicate feeling. But to be effective at the point of recognition and purchase in the shops, it has to be consistent. Differences in...

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