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2014-01-30

GE: How Colours and Light Influence the Purchasing Process

In 1973 the marketing guru, Philip Kotler stated that noise, shapes, smells and colours helped to draw attention, transmit messages and create feelings that increased the likelihood of purchase. Since then, marketing has moved on in all senses and the reproduction of colour has become a key differentiating factor in the retail sector. In sensorial marketing, light is one of the most important factors in the purchase experience.

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