<P> Furthermore, it would appear that in addition to fancy names being preferred for their aural appeal, they may actually contribute to the product they represent itself being liked more, and hence in this manner impact sales . A yellow jelly bean with an atypical color name such as razzmatazz is more likely to be selected than one with a more typical name such as lemon yellow . This could be due to greater interest in atypical names, as well as curiosity and willingness to "figure out" why that name was chosen . Purchasing intent patterns regarding custom sweatshirts from an online vendor also revealed a preference for atypical names . Participants were asked to imagine buying sweatshirts and were provided with a variety of color name options, some typical, some atypical . Color names that were atypical were selected more often than typical color names, again confirming a preference for atypical color names and for item descriptions using those names . Moreover, those who chose sweatshirts bearing atypical color names were described as more content with their purchase than those who selected similar items bearing typical color names . </P> <P> Color is used as a means to attract consumer attention to a product that then influences buying behavior . Consumers use color to identify for known brands or search for new alternatives . Variety seekers look for non-typical colors when selecting new brands . And attractive color packaging receives more consumer attention than unattractive color packaging, which can then influence buying behavior . A study that looked at visual color cues focused on predicted purchasing behavior for known and unknown brands . Participants were shown the same product in four different colors and brands . The results showed that people picked packages based on colors that attracted their voluntary and involuntary attention . Associations made with that color such as' green fits menthol', also affected their decision . Based on these findings implications can be made on the best color choices for packages . New companies or new products could consider using dissimilar colors to attract attention to the brand, however, off brand companies could consider using similar colors to the leading brand to emphasize product similarity . If a company is changing the look of a product, but keeping the product the same, they consider keeping the same color scheme since people use color to identify and search for brands . This can be seen in Crayola crayons, where the logo has changed many times since 1934, but the basic package colors, gold and green, have been kept throughout . </P> <P> Attention is captured subconsciously before people can consciously attend to something . Research looking at electroencephalography (EEGs) while people made decisions on color preference found brain activation when a favorite color is present before the participants consciously focused on it . When looking at various colors on a screen people focus on their favorite color, or the color stands out more, before they purposefully turn their attention to it . This implies that products can capture someone's attention based on color, before the person willingly looks at the product . </P> <P> Color is not only used in products to attract attention, but also in window displays and stores . When people are exposed to different colored walls and images of window displays and store interiors they tend to be drawn to some colors and not to others . Findings showed that people were physically drawn to warm colored displays; however, they rated cool colored displays as more favorable . This implies that warm colored store displays are more appropriate for spontaneous and unplanned purchases, whereas cool colored displays and store entrances may be a better fit for purchases where a lot of planning and customer deliberation occurs . This is especially relevant in shopping malls where patrons could easily walk into a store that attracts their attention without previous planning . </P>

Who wrote a book about the psychological effects of color