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            <title xml:lang="fr">Le consommateur vit dans un monde en couleurs</title>
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                <term xml:lang="fr">atmosphère du point de vente</term>
                <term xml:lang="fr">packaging</term>
                <term xml:lang="fr">code couleur</term>
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              <p>Alors que les praticiens du marketing font de plus en plus de la couleur une variable d'action fondamentale sur les marchés, et qu'on assiste à une véritable révolution chromatique pour certaines classes de produits, on ne peut manquer d'être surpris par la relative rareté et l'ancienneté des recherches marketing en la matière. L'objet de cet article est d'établir un état des lieux des connaissances dans une perspective marketing, de mettre en évidence le caractère multidimensionnel du phénomène des couleurs, de mettre en exergue les problèmes méthodologiques que pose son appréhension correcte et de dégager des voies de recherche pour les années à venir.</p>
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