The power of colour in apparel items : a study on consumer emotional states and purchase intentions

Abstract

The aim of this study is to investigate the impact of colour on consumer emotions and purchase behaviour. Colour plays a significant role in shaping consumer decision-making, as it can evoke emotions, influence perception and mould behaviour. The main aim of this research is to examine the relationship between colour and consumer behaviour and explore how colour influences purchasing decisions through emotional stimulation. Through the use of an experimental design with 29 participating volunteers, the study analysed the impact of colour on consumer perceptions, and subsequent purchasing behaviour within the context of apparel. Overall, findings reveal that colours of apparel items do indeed play a significant role in evoking specific emotions. However, the extent to which colour affects purchase behaviour as a function of emotions is dependent on the colour in question. The general findings have implications for marketers, designers, and retailers in developing and implementing creative and effective colour strategies to improve consumer experiences and drive sales.