ETHNOPSYCHOLOGICAL PECULIARITIES OF COLOR PREFERENCES IN MARKET COMMUNICATIONS
Abstract and keywords
Abstract (English):
Pokazano, chto cvet yavlyaetsya sredstvom vizual'noy kommunikacii, okazyvayuschim znachitel'noe vliyanie na sostoyanie cheloveka i ego potrebitel'skoe povedenie. Privedeny empiricheskie dannye, svidetel'stvuyuschie o tom, chto cvet stanovitsya klyuchevym faktorom differenciacii tovara i brenda, a effektivnost' reklamnoy kommunikacii zavisit ot udachno vybrannoy cvetovoy gammy. Dano opisanie vyigryshnyh cvetov odezhdy dlya predstaviteley razlichnyh professiy i rassmotreny primery cvetovyh associaciy zhiteley raznyh stran.

Keywords:
marketingovye kommunikacii, cvetovye predpochteniya, reklama, cvet v torgovle
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