By Dalija Mitrovic
This study examined the influence of different clothing colours on consumers’ emotional states and purchase intentions. Through experiments, researchers found that clothing colours do significantly impact people’s emotions and buying behaviours.
Colour has a profound psychological effect, with certain hues evoking distinct feelings and associations. For instance, red was linked to feelings of excitement and arousal, while blue fostered a sense of calmness and relaxation. These emotional states then shaped consumers’ attitudes towards apparel products in predictable ways.
The findings demonstrate the power of colour in apparel marketing and design. Brands can strategically use colour to elicit desired emotional responses from customers, potentially driving increased sales and customer loyalty.
Three key takeaways:
1) Colours are not just aesthetic choices – they powerfully influence consumers’ emotional experiences with products.
2) Specific colours like red and blue reliably induce particular emotional states (excitement vs. relaxation) that impact purchase decisions.
3) Apparel companies should carefully consider colour psychology when designing and marketing products to maximise positive customer emotions and buying behaviour.
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Cognition & Commerce. 