“Style is a way of saying who you are without having to speak” - Rachel ZoeSay no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original EssayClothing serves a higher purpose than just covering and protecting a human body. Instead, it is a decoration of the body and it makes a statement without saying a word. However, when it comes to style, preferences play an important role in determining that of a unique individual. This is why the color used in advertising and that of the clothes themselves is very important, because different colors have their respective influences on different age groups. This is why colors in marketing must be adapted to the relevant age group. This research work will focus on analyzing the influence of color on purchasing preferences, particularly that of the fashion industry of individuals aged 16 to 25 years old. The population group This task will only include people who earn a salary and/or allowance, i.e. who have the privilege of choosing and paying for their own fashion items. The research used to accomplish this task includes both primary and secondary research in order to arrive at a necessary and accurate conclusion. The primary research data that is expected to be collected will be carried out in the form of questionnaire surveys, where relevant questions will be asked in order to collect enough data to help analyze the research question. 50 individuals, male and female, of the specified age group will be interviewed in order to obtain useful information. Any secondary information will be obtained from existing sources such as reliable student websites with accurate information and books written on topics relevant to accomplishing this task. The goal of secondary research is to collect relevant data so that it can be used to answer the initial question of this research task. The result of this task can be used to influence fashion sales businesses. due to their marketing techniques and fashion colors used in their advertising campaigns. Hopefully, this research work will shed some light on the aspect of effective marketing for new and potential businesses, especially those in the fashion industry. The joint use of related primary and secondary research should result in a potentially informative and enlightening report. Literature Review There are various articles and literatures that show how color impacts the human brain, emotions and how this ultimately leads to consumer actions. . The articles below 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 explains how the congruence of colors used on an online website changes the attitude of customers. . The authors also argue that attracting customer attention and generating favorable attitudes are two very important advertising goals. The experiments they conducted were carried out in order 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 congruity has a greater effect on customer attitudes. The second experiment shows that when the website evokes sufficient recall andrecognition, a certain congruence develops. The article written by Sophia Caragianis in simple terms explains to us how each color affects our mood. The article tells us that blue makes us feel centered, relaxed and serene. Yellow increases your energy and improves your mood by instilling joy. White encourages happiness, kindness and cleanliness. Green helps reduce anxiety and encourages calm 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 must 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 rather than enraged. The article also states that it promotes feelings of love and kindness. The article “How does color affect advertising?” » explains the effects that colors have on consumers' feelings about the product and the company. The use of color indicates the type of mood you want your consumer to associate with the company, but more specifically the product being advertised. We hope that blue, which stimulates serenity, can be reflected in the product. This article states that to attract the attention of a consumer, a bright and eye-catching color should be used. Red would be a relevant color to use as it is very vibrant and will attract the attention of consumers in the target market of the particular clothing store. In order to attract the right target, market research must be carried out 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 claims that choosing the right colors can help convey product characteristics, 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 color psychology in marketing affects consumer behavior. It also focuses on the correct use of color. This item can be used to increase customer attention and increase sales. This literary article also states that color affects how we interact with humans and inanimate objects. When advertising on any platform, it is very important to use the right colors, prominent enough, to evoke the right 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 colors is taught and can therefore evolve over time. Color in general can affect how the customer perceives the product and can create atmosphere in retail stores. This article examines the literature and psychology of color meaning and its effects on different industries. 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. The stability and consistency of colors influence how the customer perceives the object. Blue, green and red are the primary colors which can be mixed and therefore other colors will be formed from them. In this article, marketers believe that color has a great influence on the product selection process. The colors..