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Consumer behaviour
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==== Colour ==== {{See also|Color psychology}} [[File:No Name Brand Logo.svg|thumb|181x181px|[[File:No name sans nom chili sauce.jpg|thumb|184x184px]]No Name Brand is associated with economy and affordability. Because of yellow's associations with cheapness, this brand's logo is processed fluently and easily by consumers.]] Research in colour psychology has shown 62-90% of consumer product assessment is based on colour alone.<ref name=":7" /> Indeed, colours have been shown to be linked to consumer's perceptions<ref>{{Cite journal |last1=Labrecque |first1=Lauren I. |last2=Patrick |first2=Vanessa M. |last3=Milne |first3=George R. |date=February 2013 |title=The Marketers' Prismatic Palette: A Review of Color Research and Future Directions: THE MARKETERS' PRISMATIC PALETTE |url=https://onlinelibrary.wiley.com/doi/10.1002/mar.20597 |journal=Psychology & Marketing |language=en |volume=30 |issue=2 |pages=187β202 |doi=10.1002/mar.20597|url-access=subscription }}</ref> on a product's quality, reliability, and value. The colours blue and black are viewed as being more reliable, valuable, and expensive while yellow, orange, and brown are associated with cheapness and low quality.<ref>{{cite web|url=http://www.joehallock.com/edu/COM498/associations.html|title=Colour Assignment - Associations|website=www.joehallock.com|access-date=2020-03-28}}</ref> Therefore, a product intended to be perceived as "high quality" with a predominately orange and brown palette would lack visual fluency and would likely fail to elicit a positive response with consumers. However, this can be advantageous if the consumer is already in the market for an item that is known to be inexpensive, in which case the use of yellow, orange, or brown would be appropriate. Colour can also be used to signal brand personality.<ref>{{Cite journal |last1=Labrecque |first1=Lauren I. |last2=Milne |first2=George R. |date=2012-09-01 |title=Exciting red and competent blue: the importance of color in marketing |journal=Journal of the Academy of Marketing Science |language=en |volume=40 |issue=5 |pages=711β727 |doi=10.1007/s11747-010-0245-y |s2cid=255381568 |issn=1552-7824}}</ref>
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