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.

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