The role of colours in consumer behaviours: An application

There are some messages and emotions that are conveyed of the colors that play a big role in every aspect of life and which have always stimulating effect. Colors are an important visual communication element that facilitates perception, acts emotions, affects behaviours. Enterprises that are aware of this make use of the persuasive power of colors in their products, their packaging, their brands and in many visual elements in order to be keept in mind, attract attention, stimulate curiosity, be different and create a certain perception. The first element that attracts the attention of the consumer in packaging is the color. The well-known meaning of colors and the right selection of cultural differences will provide tremendous advantages. Colors have many features that motivate consumer to buy, wake up a variety of senses, enhance perception, and provide to take a decisions easier. In this study, the subjects such as the perceptions of colors, the effect on consumer behaviours, and the usage of them in marketing has been examined and the effects of the colors used in product packaging on consumers have been tried to find out. Intended for researching, a questionnaire was applied to university students, the surveyed to obtain data on the demographic characteristics of students, the various concepts and colors of the product packaging reminded by the person, the effects of the colors used in package design. As a result of various analyses conducted using these data, it can be said that consumers are influenced by colors used in product packaging, that these colors are effective in keeping the products in mind and the brand can be distinguished from the other brands by the color of the packaging. In this direction, this study, offers important ideas to businesses and packaging designers for colors to be used in product packaging designs.