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This is a Systematic Review study (also classified as: Bibliometric Analysis).

The Color of Things: A Multi‐Method Approach for New Marketing and Business Strategies

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Color significantly influences consumer perception and emotional responses, impacting their behavior and engagement.
This research utilizes a systematic literature review of 262 studies from 2000 to 2025 to identify trends and insights.
The study combines insights from marketing, business, and psychology to provide a deeper understanding of color's role in strategies.
Adopting a multi-method approach supports the call for greater scholarly attention on color in marketing and business contexts.

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Multidisciplinary research highlights how color influences consumer perception and engagement, suggesting new marketing strategies.

Martinez et al. (2025) studied this question.

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