Color Psychology in Marketing and Branding--A Case Study Based on Coca- and Pepsi-cola--A Case Study Based on Coca- and Pepsi-colaAbstractAs the globalization of the commercial market around the world, competitions between enterprises become fiercer. To win the competition, brand marketing is regarded as a magic weapon for victory by many companies. Colors, one of the most distinct external characteristics of products, have immeasurable functions on marketing. For one thing, the approach-avoidance behaviors of consumers are partly influenced by colors. For another, brand visualization can be promoted by color psychology. Armed with the two reasons above, nowadays color psychology is being applied by the increasing number of enterprises which aim to promote their own development. This paper aims to analyze the importance of color psychology applied in commercial market. Through methods of comparative analysis, induction and document analysis to analyze the connotation of colors and two practical applications of color psychology based on Pepsi- and Coca-cola, people will be better aware of the significance of color psychology and practically utilize the color psychology in marketing and branding. All in all, Color psychology is closely related to consumer behavior. The reasonable application of color psychology in marketing and branding Iwill surely affect consumers’ impression on a brand and their purchasing desire. For a better application of color psychology, much efforts needs to be done to know what color psychology is and how to apply color psychology. Keywords: color, color psychology, marketing and branding, consumer behavior浅析色彩心理学在营销与品牌形象的应用--以可口可乐与百事可乐为例摘 要随着经济全球化的影响，各行...
