ABSTRACT
This chapter analyzes and discusses the sense of sight. Considering this background, it is discussed how various factors affect individuals affections, cognitions, as well as their actual behaviours in the different buying and consumption processes. The sense of sight is widely believed to be the most prominent of the five senses for the perception and experience of a service environment or a brand, which is based on the existence of both affective and cognitive reactions. In light of the findings and conclusions that have emerged on the relationship between colors and emotions, a neurophysiological model of emotions has been suggested, which is based on color space. Research suggests that by making use of emotions in advertising and commercials, it is possible for a company to create a favorable attitude among consumers toward a particular brand. Visual perception in a service environment relates to how individuals recognize and interpret the visual stimuli that exist in the environment.
