Colors are one of the most important factors that influence our perceptions.
Their impact is visible in every part of our daily lives, influencing our
interactions with other individuals and with inanimate objects. Colors are one of
the most important elements in customer and consumer contexts. Similar
products are sold often in different colors or with different packaging. This is
because the colors have different meanings and perceptions of nations, cultures,
ethnicities and religions. Even, each color has a different effect on people
feelings. So, in order to better introduce any product in any area, it is required
to accurately identify the meanings of colors in the region. This paper focuses
on the relationship between color and culture, gender, emotions and costumer
behaviour. Therefore it is necessary to identify the psychological meaning of
each color. Findings of this study suggest the application of colors in the correct
position and indicate that managers, graphics’ designer and advertisers can use
colors to increase customer attention, and utilize them to increase sales.
