Empirical work on color and psychological functioning has a long history, dating back to the
19th century. This early research focused on five different areas: Arousal, physical strength …

Color is one of the most elementary techniques used in marketing and produces behavioral
effects reflecting purchase attitudes. However, packaging color has seldom been …

Popular opinion holds that color has specific affective meaning. Brighter, more chromatic,
and warm colors were conceptually linked to positive stimuli and darker, less chromatic, and …

The purpose of this study is to test whether consumers' personal colour preferences (in an
abstract sense rather than for a particular product) affect their intended product purchase …

The research exploited a unique architectural setting of a university residence hall
composed by six separate buildings that matched for every architectural detail and differed …

Colours carry social connotations like pink for girls and blue for boys. In a cross-sectional
study, we investigated whether such early gender coding might be reflected in absolute …

It is widely believed that children will choose furniture that has the same color as their
preferred color. Furthermore, for different categories of furniture, the color they preferred for …

The purpose of this paper is to study how color contrast (complementary vs. analogous
colors) affect individuals' attitude and purchase intention in the context of web banner …

The link between colour and emotion and its possible similarity across cultures are
questions that have not been fully resolved. Online, 711 participants from China, Germany …

In Western societies, the stereotype prevails that pink is for girls and blue is for boys. A third
possible gendered colour is red. While liked by women, it represents power, stereotypically …