The influence of color in clothing on the emotional and social needs of consumers

Summery: The article presented is devoted to some aspects of color psychology, which investigates the impact of color on human perception. The aim of the study is to describe criteria determining the individual consumer color preferences while choosing a piece of garment. The problems of consumer psychology, marketing strategy, color communicative characteristics are also discussed in the article in connection with the main idea that color is a powerful means of communication and prediction of consumer demands.