“Style is a way to say who you are without having to speak” - Rachel ZoeSay no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Articles of clothing serve a higher purpose than simply covering and protecting a human body. Instead, it acts as a decoration of one's body and makes a statement without saying a word. However, when it comes to style, preferences play a huge role in determining that of a unique individual. This is why the color used in advertising and that of the clothing itself is very important as different colors have their respective influences on different age groups. This is why colors in marketing must be relevant to the age group in question. This research task will focus on analyzing the influence that color has on the purchasing preferences, particularly that of the fashion sector of individuals aged between 16 and 25. The population group of this task will include only people who receive salaries and/or allowances, i.e. have the privilege to choose and pay for their own fashion items. The research used to complete this task includes both primary and secondary research in order to come to a necessary and accurate conclusion. The primary research data that is expected to be collected will be conducted in the form of questionnaires, where relevant questions will be asked in order to collect sufficient data to assist in the analysis of the research question. 50 individuals, both male and female, of the specified age range will be interviewed in order to obtain useful information. All secondary information will be obtained from existing sources such as reliable student websites with accurate information and books written on topics relevant to completing this activity. The purpose of secondary research is to collect relevant data to use as an aid in answering the initial question of this research assignment. The focus of the result of this task can be used to influence fashion sales businesses to make due to their marketing techniques and the trendy colors used in their advertising campaigns. It is hoped that this research task will shed light on aspects of effective marketing for new and prospective businesses, particularly those in the fashion industry. The combined use of relevant primary and secondary research should result in a potentially informative and enlightening report. Literature Review There are various articles and literature that show how color impacts the human brain, emotions and how this ultimately leads to consumer actions. The following articles all show how color is used effectively in advertising, as well as the emotion that the respective colors evoke in clothing store customers. The article published by tandfonline.com talks about how the congruence of colors used on an online website changes customers' attitudes. The authors also state that attracting customer attention and generating favorable attitudes are two very important advertising objectives. The experiments conducted were conducted to see how congruence, banner color, and text color affected the customer's attitude towards the company and the website. Incongruity has a better effect on recall and recognition, while congruence has a stronger effect on customer attitude. The second experiment shows that when the website evokes enough memory and recognition a moderate amount of congruence will develop. The article written by Sophia Caragianis insimple terms tells us how each color affects our moods. The article tells us that blue makes us feel centered, relaxed and peaceful. Yellow increases your energy and improves your mood by instilling joy. White encourages happiness, goodness and cleanliness. Green helps reduce anxiety and encourages composure while giving off a natural feel. The color purple is rich and dramatic and represents royalty and luxury. Orange adds excitement and can stimulate the appetite. Red, commonly used in advertising to attract attention, increases blood pressure and heart rate. This can create a feeling that the customer needs to act at that moment. Pink has a calming effect on nerves and anger. It has the opposite effect of red and will keep you calm instead of making you angry. The article also states that it promotes feelings of love and kindness. The article “How does color affect advertising?” explains the effects colors have on consumers' feelings about the product and the company. The use of color indicates the type of mood you want the consumer to associate with the company but in particular the product advertised. Hopefully, the serenity-boosting blue can carry the product forward. This article states that to attract the consumer's attention you need to use a bright and eye-catching color. Red would be a relevant color to use as it is very vibrant and will catch the attention of consumers in the target market of the clothing store in question. To attract the correct target market you need to carry out research to determine which colors will attract them more than a normal individual. An important factor to consider would be the geography of the target market. This article also states that choosing the correct colors can help convey the characteristics of the product, and in this case black in the clothing industry would represent elegance. The article “Choosing the right color: a way to increase sales” analyzes the effects of color psychology in marketing influences consumer behavior. It also focuses on the correct use of color. This item can be used to increase customer attention and increase sales. This piece of literature also states that color influences how we interact with humans and inanimate objects. When advertising on any platform it is very important to use the correct colors that are visible enough to evoke the correct emotions. Factors such as age, gender, culture and economic level should be considered when choosing colors to promote a product or brand. The concept of color is a teaching and can therefore change over time. Color in general can influence how the customer perceives the product and can create an atmosphere in retail stores. This article reviews the literature and psychology of color meaning and its effects on different industries. The physical objects in an environment and how the eye and brain process and understand them are key factors to consider when choosing brand and product colors. Color stability and consistency influence how the customer sees the object. Blue, green and red are the primary colors that can be mixed and other colors will be formed as a result. In this article, marketers believe that color has a great influence in the product selection process. Colors differentiate competing brands from each other. Younger people are also more influenced by color. The article “The psychology of color in marketing and branding” states that perception depends on preferences.