O artykule
Data publikacji: 01 lip 2017
Zakres stron: 169 - 184
Otrzymano: 09 lis 2016
Przyjęty: 30 maj 2017
DOI: https://doi.org/10.1515/mosr-2017-0010
Słowa kluczowe
© 2017
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.
The article examines colour (sight) marketing as one of the element of sensory marketing highlighting the importance of its perception and use in marketing decisions. Theoretical studies reveal that seeking to influence consumer behaviour, colour is used in setting linkages with characteristics of the product, as well as defining product packaging, advertising, point of sale, and brand communication.