The effectiveness of colour used in branding KIP Mart Hypermarket / Siti Nurfarahin Hasan

Hasan, Siti Nurfarahin (2015) The effectiveness of colour used in branding KIP Mart Hypermarket / Siti Nurfarahin Hasan. Degree thesis, Universiti Teknologi MARA.

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Abstract

Color sells products. It is a powerful marketing tool that significantly influences consumer purchases, so much so that it accounts for 85% ofthe reason why someone decides to purchase a product (Hemphill 275). Marketers must understand the psychology of color in order to use iteffectively. Humans associate colors with meanings. These associations are studied extensively in marketing research. This paper explores how the psychology of color influences purchasing behavior as it pertains to product design, company branding, and the consumer. Nearly all products sold today have colorful facades. Selecting the right colors to use has an enormous impact on product sales. While no single set of rules governs color choices, research has established general guidelines based on the principle of associative learning, the relationship between color and emotion.

Item Type: Thesis (Degree)
Uncontrolled Keywords: Hypermarket, color, design
Subjects: N Fine Arts > N Visual arts (General) > General works > Technique, composition, etc. > Styles
N Fine Arts > N Visual arts (General) > General works > Technique, composition, etc. > Color
N Fine Arts > NC Drawing. Design. IIlustration > Commercial art. Advertising art > Special topics, A-Z > Packaging
Divisions: Universiti Teknologi MARA, Melaka > Alor Gajah Campus > Faculty of Art and Design
Depositing User: Admin Pendigitan 2 PTAR
Date Deposited: 27 Jul 2016 08:45
Last Modified: 27 Jul 2016 08:45
URI: http://ir.uitm.edu.my/id/eprint/14430

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