Color as one of the mechanisms of influence on the choice of the buyer

It should be noted that the modern market economy is characterized by the presence of close competition between various manufacturers of all kinds of goods and services. And, of course, these manufacturers will actively oppose each other in order to attract as many potential customers as possible. In order to be most successful in this situation, manufacturers seek help from various marketing methods and mechanisms that allow them to influence consumer behavior as effectively as possible. This article will analyze one of the most effective mechanisms for such an impact - this is the choice of a certain color, since this or that group of consumers perceives different colors differently. Someone is more impressed by some shades, someone - others. It is necessary to take these parameters into account when choosing colors and shades, which will subsequently be used as fundamental for their products. In addition, it is necessary to take into account the gender and geographic identity of the consumer, since these aspects are one of the fundamental when choosing a particular color. This is due to the fact that men and women in certain countries prefer different colors and shades. As an example of such an analysis and the final choice of colors and shades for their products, various experiments of scientists can be taken, as well as the success of many popular companies, whose products were able to conquer a particular area of the market in such a way that the mention of a certain color or its shade recalls consumer’s memory of a particular brand.