What we know about consumers' color perception

This research includes theoretical analysis of the problem and explores the peculiarities of the use of color in marketing. Our empirical research results presented in this paper revealed that color perception only partially depends on demographic factors, because color is perceived differently by people of different age, gender and education. The hypothesis that as to marketing solutions, color perception influence decision to buy thus increasing efficiency of marketing has been confirmed, because the empirical research results disclosed that using of color in product identifiers builds brand uniqueness, differentiates product, boosts competitive advantage, strengthens loyalty, drives sales up, shortens time until perception, prolongs time spent in the store, and increases intentions of repeat visits (C) 2014 The Authors. Published by Elsevier Ltd.