Numerous researchers have identified that colors impact consumer behavior strongly and often increase the visibility and marketability of certain products. Color and typos on the brand label can attract consumers and can motivate them to buy products of a certain brand over another. In today’s globalised market, it has been observed that color theory is strongly accounted for a brand’s popularity. Some brands and companies have been revitalized with effective colors or a more attractive tone of the existing brand color. Color often becomes a part of a brand’s product identity. Also, a simple logo or icon gets its due attention with a vibrant or a soothing tone of color, as demanded by its segment of operation. Each and every color cannot be used for all brands and all segments. A particular color or color tone which will work effectively for a leisure and entertainment segment will definitely not work well to convey the seriousness of a financial brand, per se.Various colors can be divided into distinct groups to get a fair idea of its association with a certain brand or a particular consumer segment.Universal Blue and Green

The primary colors, blue and green are universal colors and thus are easily acceptable to human perception. These colors that come with a calm and soothing appeal often motivate shoppers towards actual purchase of the product.

Warm Red, Yellow, Pink and Orange

Red, yellow, pink and orange with their warm and glowing tones appeal consumers on a more intuitive level. Red, with its vibrancy attracts and inspires consumer to connect with a certain brand and thus plays an important role in increasing the brand’s popularity in the competitive market. Brands targeted to women and children can use pink, yellow and orange for their light and perky appeal and can convince consumers to buy products.

Basic Black and White

The basic colors, black and white with their neutral and simple but a powerful appeal stand prominent and significantly gain consumer’s attention.

Now let’s see how color affects the shopping behavior and which colors are most effective in which consumer section. The table below briefly represents consumer behavior against some basic colors and how these colors impact consumers.

Group	Color	Associations	Recommended For
Cool and Calming	Blue	Secure &  Trustworthy	High financial/ monetary involvement
	Green	Rich (Deep Green ) & Calming (Light Green)	Entertainment and Leisure
Warm and Exciting	Red	Grabs attention	High-end products
	Yellow	Optimistic	Leisure and entertainment in combination with colors. Also for products targeted to youth
	Pink	Energizing (Hot Pink) & Romantic (Light Pink)	For Ladies products
	Orange	Cheerful	For Kids products
Neutral	Black	Powerful	Expensive products
	White	Pure & Simple	Health related products