ABSTRACT
Color plays a vital role in culture and daily life and may be the single most important aspect of a painting, product or design. Color psychology and market research go hand in hand, but these two areas have had an uneasy relationship or alliance since the days of Sigmund Freud. Psychologists and psychiatric professionals are concerned with pure academic scholarship and the need to understand and make sense of the psyche. The reaction to color and the color of an item or object is determined by two factors. There are inherited or innate responses to color, ones that everyone share as human beings and those that are taught to them from infancy. One of the most primal and innate responses is the reaction to the combination of yellow and black. Color is important. The choice of color will have many determining factors such as age, sex and socioeconomic class of the intended customer.
