Question: Does colour affect emotions and behaviour?
Colour does affect emotions and behaviours in a variety of ways. Firstly, consumers’
spending choices are impacted by the colour of the product (Augustin, 2015; Bailey, 2017).
Specific colours are chosen as companies believe it will encourage customers to purchase
their products and increase brand recognition (Bailey, 2017). For instance, according to
Augustin (2015) car commercials use black cars as they are perceived with luxury and
seriousness to convince buyers that their product is worth purchasing. Additionally, a candy
bar brand uses purple and gold to convince consumers their product is exclusive (Augustin,
2015). Secondly, colour carries cultural importance in many places. This is because the
colour of clothes represents something different in each society. Both Augustin (2015) and
Bailey (2017) point out that brides from the West wear white to signify joy and purity while
widows from South Asia wear white to symbolise sorrow and death. Furthermore, colour can
influence a work environment. Augustin (2015) highlights that corporate environment prefers
to use greys, blues and browns to paint office walls to help boost workplace efficiency. On
the other hand, the fashion industry and the media utilize more vivid and vibrant paints to
spark creativity. In conclusion, colour can change feelings and actions as it holds meaning to
individuals.