A 10 Years Systematic Review on Corporate Visual Identity Element Color Impact on Purchase Intention

Purpose – This study examines the impact of color on purchase intention, reviewing research from the past decade. The aim is to identify mediating variables between color and purchase intention and develop a theoretical model linking color to consumer responses. Design/methodology/approach – A systematic literature review was conducted, analyzing 228 articles from the Web of Science and Scopus databases, covering 2014–2024. Stringent inclusion and exclusion criteria were applied, selecting 37 key articles. These articles underwent a thematic review and synthesis to ensure depth and comprehensiveness. Findings – The study identifies five key mediating factors through which color influences purchase intention: brand image, brand attitude, consumer perception, color preference, and the combination of elements, including traffic light labels. These findings establish a strong empirical link from color to mediating factors and purchase intention. Research limitations – The review, covering only 37 articles from the Web of Science and Scopus, is not exhaustive. Time and resource constraints limited the search scope, excluding relevant studies from other databases. Additionally, subjective preferences, aesthetics, environmental factors, cultural background, and demographics, which affect perceptions of color and purchase intention, were not fully explored. Practical implications – The review provides theoretical insights for brand managers and designers, guiding the effective use of color in visual identity, packaging, and advertising. It offers design strategies to better achieve marketing goals. Originality/value – This study offers a recent, focused review on the impact of color on purchase intention, linking it to brand image, attitude, and consumer perception, and contributing to the development of a theoretical model connecting color with purchase intention.