Colors play a major part in marketing messages. They have strong associations, both culturally and geographically, and evoke specific feelings and moods from people. Knowing how colors impact a viewer helps small businesses market more effectively to their target audience and generate higher sales and ROI.

The top eight colors associated with sales conversions are listed below. Consider using these colors in your marketing materials to boost your bottom line.


Red has many connotations, but it is the ultimate color choice for conveying power. It has the ability to instantly grab people’s attention, when used accordingly. The color red evokes a sense of excitement, love, urgency, and passion. These are all desirable associations when you’re intent is to prompt a purchase.

Interestingly, red also appears closer to the viewer and literally draws them in. Use the color red with discretion, though, as too much can come across as angry or aggressive. It is best used to highlight a promotion or sale. It helps a message stand out against other text or graphics, and thus ultimately translates to higher sales.


Blues of all shades are most commonly associated with trustworthiness. If you have an online store, consider using blue to convey safety and that your site is a secure place to do business.

Alternatively, blue is also known for stimulating the mind. Many offices have blue walls or accents as the color has been known to stimulate the mind and increase concentration. This results in improved productivity, and better results all-around. By incorporating blue into your small business website or promotional emails, it increases your customers’ focus, leading them to better assess your offerings and a greater sales conversion rate.


Purple has long been known as the color of royalty. With the royal connotation, prestige, elegance, dignity, and status are closely linked meanings. Deep shades of purple most often conjure these sentiments.

Conversely, lighter shades of purple are known to be soothing and calming. They’re often utilized in luxury products or services for older customers. Consider these contrasting associations when adding purple to your marketing materials or website.


Gold has similar inferences to purple; it communicates dignity and pedigree. Additionally, the color gold suggests a sense of luxury and positivity. Many luxury brands, such as Lexus, have gold as one of their brand colors. It implies a high standard and quality investment. This color encourages sales because of its implied value, which speaks for itself when used in marketing materials.

image via Shutterstock


Yellow is the color of confidence. It is often used to command attention and its valiant tone infers that you’re an authority. It is a bold choice, but one that subconsciously translates into credibility. Creating trust is essential for translating prospects into long-term customers.

In line with instilling confidence, yellow portrays optimism, confidence, fun, and happiness. They stimulate warm and fuzzy feelings about the business, and when used with discretion, lead to greater purchases. However, yellow is a very powerful color that can cause people anxiety. Carefully select the shade of yellow and quantity of the color in order to evoke the correct sentiments from your viewers.


With green being the most prevalent color in nature, it’s no shock that it is associated with health, the environment, and goodwill. Most shades of green generate warm, inviting, and pleasant feelings. It is easy on the eyes, so using it across your website leads to longer stay times. The longer someone is on your website, the greater the likelihood they’ll make a purchase or start a conversation about employing your services.

Darker shades of green are tied to wealth because of its link to currency. For a brand, this can present the business as aspirational, credible, and financially stable. These are all notable associations, which most businesses want tied to their brand identity.


Orange is a color that holds significant perception power. It is the color of joy and enthusiasm. It is vibrant, positive, and active. When businesses use orange as a brand color, it denotes the company is innovative and forward thinking. This is exciting, and can be a motivational factor for consumers.

If orange isn’t right for a brand color, pairing orange with a specific call to action yields high rates of return. It stands out, energizes the viewer, and moves people to making a purchase or registering for an event.

Think about how orange makes you feel. It likely hits on many of the associations listed above. When you want to boost customer’s action, this is your color of choice.


Black is as versatile as you would imagine. It runs the gamut from making something look modern or traditional, and causing excitement or being a calming force. The most effective marketing use of black is as a contrasting color. It emphasizes the accompanying text or graphic by putting a border around it and subconsciously underscoring the message.

The color black is a favorite choice when a business wants to illustrate power and luxury. Many high-end retailers incorporate black into their branding and their websites. Apple is a perfect example of a business that uses black in a powerful, crisp, and quality way. Its stark contrast with the background allows the viewer to see the message, process it, and not be overwhelmed. It generates significant click through rates, and eventually website sales.

image courtesy of Apple

Now that you know which colors to use for increased sales, get to work! See how your color choice impacts your customer’s behavior and “wow” them by hitting the mark with the best colors for their buying preferences.