The impact of color on marketing

Why use color theory as a sales strategy? The psychology of color plays an important role in the world of advertising; since it allows to create an impact in a positive way on the consumer. Despite this, many ignore its importance and do not consider the impact of color on marketing.

Impact of color on marketing

impact of color on marketing

Colors have an important psychological role; in advertising and marketing, they are used to stimulate, reassure, sell, among other things. In this way, it attracts new consumers to take action for the business. The colors are intended to awaken feelings in people.

Additionally, colors can attract or influence a buyer’s final decision; That is why it is important to choose the correct colors when establishing sales strategies in business. A prior study of color theory and its use in business must be carried out to take advantage of all its benefits.

Therefore, when a company, agency, business, etc., use the appropriate colors, they can convey the message effectively and correctly; They also have a positive influence on whether consumers decide to make a purchase or end up deciding to do so.

If you are not careful with colors, these can negatively influence buyers; colors have the weight of making a person take action, such as buying or simply giving up the action. And this is because colors have a relationship with human beings and their behavior.

What is the meaning of the colors?

Color psychology can open a manager’s mind to a world of new possibilities, including sales. Knowing this, it must be considered that consumers think that colors are the most important thing in a product, that it will be consumed.

To get the most out of colors, let’s find out what their meanings are:


In the world of gastronomy, it is the most used since it serves to stimulate the appetite. It is also a color that motivates and awakens joys, passions, courage and warmth. It can be used to highlight something urgent like promotions or discounts. But it can also be used to stimulate feelings of anger or danger, so it should be used in moderation.


It is a color that transmits joy, warmth, prudence, tenderness and goodness; It is ideal for stimulating wealth and prosperity, as well as capturing the attention of customers.


It is a color that conveys hope, health, cleanliness, youth, growth and abundance. A part is related to nature; however, it can also be considered boring or connoting guilt. It should be used with caution to achieve advertising goals.


It transmits serenity, security, cold, truth; it is ideal for stimulating feelings such as trust, harmony and freedom. Its use can be frequent as long as the product is not invasive.


It is the color that represents peace, but also tranquility, fullness. Purity, happiness, innocence and pride.


It is related to wealth, respect, exclusivity and luxury, but it can also attract or awaken feelings such as death, existential emptiness or other adverse feelings. It is a color that must be examined very well before using it.

Taking these meanings into account can help us establish better sales strategies for our brand and thus achieve our objectives.

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