The Psychology of Color in Advertising: A Secondary Review of How Color Influences Children’s Attention, Preferences, and Consumer Choices

Author(s)	Ms. Tara Sahai
Country	India
Abstract	Colors represent some of the most powerful tools applied in advertisement, especially in the case of children. This research paper focuses on the effect of color psychology on children's attention, emotions, memories and product preferences. The work analyzes color meanings and cultural symbolism, their application in advertisement and packing and color use in marketing. The results of the research show that children react stronger to bright and saturated colors than to muted ones, developing emotional bonds with particular products and brands. Moreover, colors affect children's attitudes towards food, toys and other products and form their preferences before critical assessment takes place. Furthermore, colors are widely used for brand recognition and digital advertisement campaigns aimed at promoting engagement and purchases. Therefore, although color represents a powerful and creative marketing tool, it demands an ethical approach towards its use in children's advertisement.
Field	Arts
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-07-15

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