Impact of colors on advertisement and packaging on buying behavior


Tabinda Seher, Muhammad Arshad, Shaheer Ellahi and Maryam Shahid


Purpose of this research paper is to find out relationship between varying color scheming in advertising and buying behavior. Data for this purpose were collected from 200 people through questionnaire. Results indicated that buying behavior is greatly influenced by color scheming of a product and its advertisement. Strategies discussing how to enhance color scheming of product and use of colors in ads are also discussed.


DOI: j.msl.2012.06.011

Keywords: Advertisement ,Packing ,Buying behavior ,Colors selection ,Marketing

How to cite this paper:

Seher, T., Arshad, M., Ellahi, S & Shahid, M. (2012). Impact of colors on advertisement and packaging on buying behavior.Management Science Letters, 2(6), 2085-2096.


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