The Effect of Color on the Perceived Psychological Value of Car Quality

Color is one of the most important visual features of non-verbal communication and the first symbol to attract or repel a customer. This article is the result of a research on the effect of color on perceived psychological variables of car quality using a quasi-experimental research method.On this basis, the images of two types of cars with green color and a black cover are shown in a statistical sample of 32 undergraduate students, including variables such as comfort, beauty, fuel consumption, environmental friendliness, etc. The participant opinions were collected and analyzed at another time after the color shift of the cars. In summary, the results of this study showed that there was no significant relationship between the two variables of "feeling comfortable" and "beauty" with "car color", but There is a significant relationship between the "feeling of low vehicle consumption", "feeling of environmentally friendly" and "being prestigious " and the type of colors studied. In other words, it can be claimed that green cars induce a more environmentally friendly feeling and that black cars appear to be more prestigious. Another finding of this study is the relationship between color and masculinity and femininity of cars, which are presented as two colors of more feminine green and masculine black.