The Neuroscience of Color

July 6, 2017 Melissa Hughes, Ph.D.

Color is believed to be the most important visual experience to human beings. More specifically, significant research has been conducted in recent years exploring the function of color as a powerful channel to cognition and memory.

Marketers have known for years how effective color can be with brand recognition and attitudes consumers form about products and companies. For example, a 2004 marketing study found that color increases brand recognition and influences purchasing decisions by up to 80%.

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