When a consumer encounters a product, an initial impression takes less than a minute to determine whether the consumer likes the product or not. This short time is, in fact, one of the most conclusive and strong decision variable for the buying decision.

And, colour of the products partakes the major portion at initial impression. It is proven that people relate colors to certain moods and feelings; furthermore, consumers relate the colours to certain brands.

As many studies illustrate that colours help people to imagine certain characteristics, companies choose the colour of the products according to what people would perceive of the colour.

For example,Dewalt, tool company, chose black and orange to highlight the manliness and professional look instead of grey ,the standard colour the tools.

Think that you see Dewalt product on the shelve with other grey coloured tools. Dewalt products will stand out among all the products just by having right colour. Black and orange colour will imprint the certain characteristics Dewalt wants the customer to perceive: manliness and professional looks. And, this will certainly help the consumers to decide what to purchase.

Sometimes it is that easy to send the message to the customers by having the right colour. And, this is why I believe that the colour marketing is most cost effective method.