Name: Muskan Kaur
Country: India

Year: 2025
Volume: Volume-15, Issue-2, (July-December)
Page Number: 215-220
DOI: https://doi.org/10.5281/zenodo.17639523

ABSTRACT
Colour is one of the most influential non-verbal elements in marketing, shaping consumer
perception, emotion, and decision-making. This study reviews available literature to
understand how colour is perceived and applied in marketing across global and Indian
contexts. The findings reveal that colour not only enhances brand recognition and emotional
engagement but also influences trust, excitement, and purchase intent. However, cultural
variations lead to differing interpretations of the same hues, making localisation crucial for
effective branding. Warm colours such as red and yellow stimulate energy and attention,
while cool tones like blue and green evoke trust and calmness. Indian brands often integrate
vibrant colours that align with cultural values of celebration and prosperity. The study
concludes that successful marketing strategies require a balanced integration of psychological
understanding and cultural awareness. This review highlights the need for more c