NEWTONS

THEORY
OF
COLOUR
Colour tones are misleading, brightness and
saturation play a far more important role in
colour perception and human behaviour---
crozier and hupka
•
• There is an innate relationship between colour and psychological
responses.colour signals brain directly to trigger an effective region.
•
• Colour perception of consumers are based on associative learning
principles.Altering colour perception can alter state of potential
buyer especially in high involvement purchases-grossman and
wisenblit,1999