Abstract

Colors have an important role to play in the daily life of the consumer; they allow him to form a set of ideas about the offer and the store. This visual characteristic represents an element influencing a series of processes responsible for consumer behavior. The objective of this paper is to present a systematic literature review regarding the effects of color on consumer psychology focusing on the last decade (2011-2021). Following the guidelines of the Prisma approach, 40 articles were selected for this analysis. The results show that color can influence the consumer’s psychic state and consequently his behavior, although this effect may be moderated by various factors. The analysis identified a number of avenues for future research