Document Type

Honors Capstone Project

Date of Submission

Spring 5-1-2013

Capstone Advisor

Professor Kevin O’Neill

Honors Reader

Professor Edward Russell

Capstone Major


Capstone College

Public Communications

Audio/Visual Component


Capstone Prize Winner


Won Capstone Funding


Honors Categories


Subject Categories

Advertising and Promotion Management | Communication | Public Relations and Advertising


The effect of color on the perception and expectation of flavor and taste was researched. Psychological and scientific studies were used to demonstrate the benefits of using the right colors in advertising and marketing. Color, in these studies, was proven to affect consumers’ behavior when purchasing food. Color is interpreted by different genders, races, and ages were also studied. Color is a significant marketing tool that can help attract the right target markets. Also, examples of how color has help and hindered marketing campaigns in the past were examined.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.



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