Colors for business aren’t just shades on a palette; they’re the silent salespeople of your brand.

Ever wondered what color makes people want to buy, while others just don’t click?

In this guide, we will help you unlock the color psychology secrets that can transform your business.

Let’s get started with what color makes people want to buy right away!

Understanding the Importance of Colors for Business

Firstly, color is key in brand recognition.

Think Coca-Cola, and red pops up in your mind. In a supermarket, the brain picks up cues like brand name, shape, graphics, and color to spot the product one wants in seconds.

The time spent on a package is barely one or two seconds, underlining how crucial color is in catching consumer attention fast (Insights 4 Print, 2023).

Secondly, color has a big impact on conversions.

Take the color of a call-to-action (CTA) button, for example – a simple color change can lead to big shifts in click-through rates.

Marketers often test out different colors to see which ones click with their audience. Red, linked with urgency, is often the go-to for ‘Buy Now’ or ‘Sale’ buttons.

Moreover, color aims at specific groups.

Pink is often used for products aimed at a female audience, while blue, which symbolizes trust and reliability, is big in healthcare and tech. Knowing the cultural and psychological weight of color helps brands fine-tune their marketing game.

However, it’s crucial to note that the impact of color can vary depending on cultural, social, and personal tastes.

What works in one market may not necessarily translate to another, which is why research before picking a color scheme is a must.

Let’s find out what colors make people want to buy.

The Top 10 Most Impactful Colors for Business

So, you’ve heard about how vital color is for brand recognition, conversions, and targeting specific demographics. Now, you are probably wondering – “Which colors should I actually use?”

Here’s a list of 10 colors that can help your brand stand out and deliver its message:

1. Red – The Color of Importance

Spritecs Corporate Identity


Red is the color of power, capturing attention and keeping it. That’s why it’s the top color for marketing.

But what gives red this pull?

It’s about psychology. Red’s the go-to color when you need people to stop and take notice – consider stop signs, alert symbols, and clearance sales.

This color says, “Look here! This is vital!”

In the fast-paced business world, that’s a selling message. In fact, a study by the University of Rochester showed that red could boost attention to detail and enhance reaction speed (Elliot and Aarts, 2011).

In the context of colors for business, red is more than a hue.

It’s a tool and a weapon.

It can lift a brand, jazz up a message, and boost sales. But understanding red’s power and knowing when and how to use it is key.

2. Blue – The Color of Trust

Blue is the color to choose when trust and coolness are desired. But what sets blue apart?

It’s often linked with stability and confidence – consider police uniforms, financial logos, or social media interfaces, as explored in True Blue Social Media: A Logo Analysis. Blue says, “Rely on me. I’m here.” In a noisy, competitive marketplace, that message sticks.

In fact, a study found blue to be associated with “safety” and “peace.” It also triggers a motivation to “approach” (Mehta and Zhu, 2009).

In the context of colors for business, blue is more than a pleasing shade. It’s a color that can build bridges and foster loyalty.

3. Pink – The Color of Calm

Pink radiates charm, warmth, and playfulness. It’s often linked to femininity, but its appeal goes beyond gender, resonating with those seeking fun, joy, and tenderness.

But what gives pink its allure?

It can be both lively and calming. Bright pink shades add vitality and zest to a brand, while softer tones offer comfort and peace.

Consider toy company logos, beauty product packaging, or trendy cafe decor. Pink

is like a friendly wink, saying, “I’m here to entertain, nurture, and delight.” In a world seeking connection and joy, that message sings.

For example, pink has a calming effect – they’ve used a specific shade in prisons to calm inmates (Schauss, 1979, 1985).

When it comes to colors for business, pink is more than a stereotype. It can reach diverse audiences, stir up feelings, and add that special something to a brand.

4. Yellow – The Color of Energy

Yellow is a strong color, grabbing attention and showing confidence. It’s like a confident handshake, saying, “I’m here, and I’m not shy about it!” In the context of colors for business, yellow’s lively energy can spark excitement, innovation, and progress.

In fact, brands like McDonald’s and IKEA use yellow to create feelings of joy and warmth. On the other hand, yellow is found in warning signs and traffic signals to indicate caution and awareness.

If the goal is to inspire creativity, encourage teamwork, or make a bold statement, yellow provides a flexible and dynamic range. But the success in using yellow’s strength is like cooking with spices – it’s all about careful application and balance. Too much, and you might just overdo it!

5. Green – The Color of Harmony


Association Green


Green is a flexible color. It brings harmony and balance, symbolizing nature, growth, and calm. But why is this so?

Green’s like a walk in a lush garden or a quiet, sunlit meadow. Consider eco-friendly logos, health items, or wellness space designs – many use green, as it says, “I offer refreshment, restoration, balance.”

For example, a study on color perception showed that walking in green surroundings significantly lowered heart rate (Briki and Majed, 2019).

In the context of colors for business, green is a color that knows how to create a calming vibe and breathe new life into products or services.

It’s like a gentle pat on the back, reassuring and comforting – with many tying the color to sustainability practices.

6. Purple – The Color of Royalty

Purple is the color of royalty, ideal for adding elegance and prestige to marketing materials.

Purple’s royal status goes back to ancient times. The color was hard to make and costly to get, which meant that only the richest of the rich could afford it.

Thus, it symbolized wealth, with rulers in purple robes and signing decrees in purple ink (Andrews, 2023).

Today, purple’s royal feel remains. It’s a color that says, “Experience luxury! This is exclusive!” Consider Cadbury or Hallmark’s purple crown logo, signifying quality.

But remember, when using colors for business, purple’s not just showing off – it’s telling a story of regal history, luxury, and richness.

7. Gold – The Color of Power

Gold is elegant and prestigious, with a power that purple lacks.

In the context of colors for business, gold symbolizes the highest standard. It reflects the rare and precious metal, a sign of wealth, proclaiming, “This is the best!”

In fact, color symbolism expert Charles Riley stated that gold represents the “apex of spirituality and intuition” (1995). So, it’s not just a symbol of material success but also of the loftiest spiritual ideals.

Consider Rolex, Versace, and Porsche.

All use gold in their branding, evoking luxury and strength. In the context of colors for business, gold’s appeal is universal, transcending cultural contexts.

8. Orange – The Color of Joy

Will Asken Identity


Orange? Think energy, think vibrancy.

It’s the color that says, ‘We’re all about fun here!” In fact, a study showed that 44% of people linked orange to joy (Jonauskaite et al., 2020).

Furthermore, it’s often linked to excitement, adventure, and warmth. Orange says, “This is dynamic! This is fresh!” Consider Nickelodeon and Home Depot, using orange to convey youthful energy and DIY joy.

In the context of colors for business, orange can symbolize joy, creativity, and empowerment, connecting with the human spirit and the joy of creation.

9. Brown – The Color of Comfort

Brown, an earthy tone, is stability, reliability, and warmth – leading to a sense of comfort.

It’s like a warm hug from Mother Earth, creating ease and contentment. In the context of colors for business, brown conveys trustworthiness and dependability.

This color is common in industries like nature, agriculture, food, and craftsmanship. Consider the logos and packaging of organic items, coffee brands, or handmade goods.

Brown’s tie to earth and nature makes it great for businesses emphasizing sustainability, quality, and realness.

In the context of colors for business, brown’s versatility can align with various goals and audiences. It’s a color that speaks to comfort, connection, and authenticity.

10. Black – The Color of Drama

Black’s the ultimate drama queen of colors. It can be sleek and modern or classic and relaxing – it’s all about how you play it.

In business, it’s synonymous with sophistication and elegance. For example, brands like Chanel, Gucci, and Apple use black for luxury, exclusivity, and timeless appeal.

Black can also mean mystery and intrigue, adding depth in creative and artistic areas. In fact, a study linked black with “noble, mysterious, cold” (Yang and Shen, 2022).

As a contrasting color, black adds drama to a design as it enhances other colors, creating visual interest.

Whether a background, accent, or main color, black has many possibilities for impactful, memorable designs.

Colors for Business: Mastering the Art of Combinations

Colors for business: Color wheel

It’s relevant to note that when it comes to colors for business, it’s not just about picking one color and calling it a day. The real magic happens when you start combining these colors.

That’s when your brand’s personality truly shines.

So, what color makes people want to buy?

Firstly, there are complementary colors. These are colors that sit opposite each other on the color wheel.

Think red and green, or blue and orange.

When used together, they create a vibrant, eye-catching effect. It’s like they’re saying, “Hey, look at me!”

But be careful; too much contrast can be jarring. Balance is key.

Next up, analogous colors. These are colors that sit next to each other on the color wheel, creating a harmonious and pleasing effect.

It’s a more subtle approach but can be just as effective in conveying a brand’s meaning.

Don’t forget about triadic colors. These are three colors evenly spaced around the color wheel, offering a balanced yet vibrant look.

It’s like a well-mixed cocktail—each component brings something to the table, but they all work together.

There’s also monochromatic schemes. This is when you use various shades and tints of a single color.

It creates a clean, cohesive look. It’s like listening to variations of your favorite song; each one offers something new yet feels familiar.

Ultimately, no matter what color scheme you choose, consistency is crucial.

Stick to your chosen palette across all marketing materials to build a strong, recognizable brand identity.


To conclude, colors for business are far from a mere aesthetic choice; they’re a game plan.

These hues can either make customer engagement soar or plummet, sway conversions, and even carve out a brand’s persona.

Just keep in mind that color isn’t a magic wand that fits all. While knowing what color makes people want to buy is important, you shouldn’t ignore other factors that go into a branding strategy.

Different cultures see colors differently, so if you’re eyeing a global market, you need to do some research.

Furthermore, it’s crucial to stick to your chosen color scheme across all your marketing material, because that’s how brands become unforgettable and reliable.

So, whether you’re a seasoned marketer or a small business owner just getting started, don’t underestimate the power of color.

Choose wisely, combine cleverly, and watch your business shine.


Insights 4 Print, 2023

Elliot and Aarts, 2011

Mehta and Zhu, 2009

Briki and Majed, 2019

Andrews, 2023

Riley, 1995

Jonauskaite et al., 2020

Yang and Shen, 2022