TY - JOUR T1 - Color Perception Analysis on Consumers JO - Journal of Emerging Trends in Marketing and Management VL - I IS - 1 SP - 174 EP - 181 PY - 2021 DA - 2021/08/05 PB - The Bucharest University of Economic Studies Publishing House PP - Bucharest, Romania T2 - AU - Muntean, Denisa-Roxana AU - Căescu, Ștefan Claudiu AU - APOSTOL, Adrian-Ovidiu SN - 2537-5865 DO - UR - http://www.etimm.ase.ro/RePEc/aes/jetimm/2021/ETIMM_V01_2021_53.pdf KW - Marketing KW - trends KW - consumer behavior KW - colors AB - In the present paper we have realized a pchychological study that aims to determine how color affects our day-to-day decisions. The key aspects of the study are drawn by strategically using colors which make the customers feel in a certain way about a brand which tends to be constantly in trend. The study focuses on how colors define the image of a brand, representing a sales strategy and it includes 3 main categories: classic colors, trend colors and gradient colors. Based on a questionnaire, consumers' preferences regarding the influence of colors in choosing a product were analyzed. Colors are the meaning of a visual perception which create, together or separately, a harmony in our lives through accents, nuances or shades. A long time ago, the historical periods were identified through style, architecture, shapes and colors. These are taken as a base for the present period, inspiring the market in order to recreate the past times in a modern way, also known as a “trend”. Personal involvement and outlined opinions contribute in creating a personal approach in color analysis on consumers by strengthening already existing concepts. Through new insights in this segment of colors, many industries could build themselves a modern strategy in line with consumers' perception. ER -