Barwa jako element marketingu sensorycznego i ważny czynnik wyboru produktu
Color as an element of the sensory marketing and as an important factor of product selection

Summary/Abstract: The purpose of this paper is to show the role and significance of color as an element of the sensory marketing in the context of building the competitive advantage on the modern market. The paper presents color as one of the main factors determining the choice of products. The color of the product and its perception by the consumer is one of the factors in making purchasing decisions. The attention to the stereotypical approach to products color and trying to break stereotypes in innovation activities were drawn

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