- Anica Hunjet, University North
- Silvija Vuk, University North
The Psychology of color is a scientific discipline that studies the different emotional states, behavior and mood in humans, caused by the color action. Color as a valuable tool and an integral part of marketing communication directly affects our subconscious and attracts or rejects us with its hidden meaning. It is therefore very important to choose the right color which achieves communication with the consumer. Since the market is flooded with various products full of marketing messages, it is essential to make our product distinguish from the crowd.
Marketing experts affect consumer behavior with integrated marketing communication through various market research. Better position of a product in the market and increased profits, can be achieved by proper selection and combination of colors. The survey and statistical analysis of the data were conducted by using descriptive statistics.