ABSTRACT Colors are pervasive in everyday life and can significantly influence consumer perception, engagement, behavior, and emotional responses. Research on color in marketing and business has been extensive and fruitful over the years. However, it is only since 2010 that there has been a notable increase in the diversity of topics related to color. While research has increasingly focused on sensory marketing, color—both as a sensory stimulus and a strategic marketing tool—still warrants greater scholarly attention, particularly through the integration of psychological insights. This study addresses the lack of systematization in research on color within the fields of marketing and business by incorporating psychologically informed perspectives. Adopting a multidisciplinary approach, it integrates insights from business, marketing, and psychology to provide a more comprehensive understanding of the topic. A multi‐method approach is applied, drawing upon a systematic literature review (SLR) and bibliometric analysis. The SLR followed the PRISMA guidelines, analyzing 262 research works published from 2000 to 2025. This study outlines publication trends, citations, prominent journals, research topics, and future directions to enhance understanding of how psychological concepts contribute to the study of color in marketing.
Martinez et al. (Fri,) studied this question.