Color psychology deals with the relationship between color and human mood and behavior. So how do colors affect you and your audience? Theoretical knowledge deepened by practical application will translate into a noticeable increase in sales efficiency.

Have you ever wondered what your clothes communicate? Is your company associated with a certain color? Or maybe the richness of the color in an advertisement tempted you to buy something? Color helps in building a coherent, identifiable image for your company, it can help you be perceived as more professional, focus your attention better, and lead to more predictable thoughts and reactions. So how can you sell with color, meaning more and better?

Color psychology deals with the importance of colors, which translates into the motivation for our choices, including shopping choices. What emotions do specific colors express? What are they associated with? How do they affect the recipient? Each color has a different personality, which recipients understand quite intuitively.

Interesting facts:

  • American scientists have proven that intense red raises blood pressure, and blue lowers it again.
  • About 65% of purchase decisions are influenced by the color of the product.
  • Color can elevate or weaken the power of an advertising message.
  • Red advertisements are read nearly 50% more often than those in black and white.
  • The first color wheel was designed by Isaac Newton in 1666.

Colors that sell

Colors that sell are those that are visible, crisp, and sharp. Lighting and contrast play an important role when displaying products. Color combinations are also part of consumer consciousness: white and red is a sale, yellow and red means promotions. In the customer’s head, color combinations are coded to certain brands. It is important that these connections be so strongly rooted so as to encourage less reflexive purchases. It is enough to show a specific color, even without a logo or a brand symbol, and the customer will know who the producer is. When you see a given color, what do you associate it with? Answer this question and compare it with theory.


The most stimulating color on the color wheel. It conveys energy. It has so much energy that it is able to stimulate physical action: it accelerates the heart rate, increases appetite, and increases passion and desire. It encourages action. Use it when you want to force a decision on the client. Red is the color of power and success. It arouses excitement and motivation, but you can’t overdo it, as that will cause anxiety or fatigue.

Dostęp możliwy dla zalogowanych użytkowników serwisu. Jeśli posiadasz aktywną prenumeratę przejdź do LOGOWANIA. Jeśli nie jesteś jeszcze naszym Czytelnikiem wybierz najkorzystniejszy WARIANT PRENUMERATY.

Zaloguj Zamów prenumeratę

Zobacz również

"We've gone to too much trouble to give up now!"


You probably know the saying: ‘give a finger and they’ll take your whole hand’. It’s often said by parents who are trying to explain to their children that they’re crossing the line. This saying can also apply to sales. Let’s start from the beginning.

Czytaj więcej

What does an elevator have to do with sales?


It’s no secret that - unless you live in the middle of nowhere - you come into contact with about three thousand marketing messages a day. This is the necessary minimum that we absorb when living in the so-called civilized world. As a consequence, we can devote less and less time to acquiring new information about possible business offers. That is why a good, short ‘pitch’ is now of premium importance. An ‘elevator pitch’ is just a short, several seconds-long presentation which is supposed to encourage your audience to learn more about your proposal. How should we prepare our pitch to best interest our listeners?

Czytaj więcej

Don't tense up with tenses. How to become the master of the past, the present and the future. Part I


In the last issue of the magazine I initiated a new thread in the Skills Academy column. The article covered handling a communication breakdown caused by our temporary inability to express ourselves due to a lack of the necessary vocabulary. There is of course another, equally important area of language where such breakdown may occur—namely the usage of tenses. Even those learners of English whose native languages contain more than just three tenses (the past, the present and the future) encounter problems with building and using English ones, let alone those who distinguish only three tenses in their mother tongues. In this article I would like to outline the basic rules and logic governing English tenses so that you can use them with greater confidence and therefore mitigate the risk of being misunderstood.

Czytaj więcej

Przejdź do