Colour Theory can make or break your business

Colour Theory can make or break your business

Colour theory is the most instantaneous and non-verbal method of communicating to your target audience. It is one of the most effective ways that a business can use to be able to convey meaning and a message to potential audiences. The strength of the colour gives strength to the business and makes the business able to spread their message more powerfully.

The consumers are really not aware of the reaction of Colour theory in their minds. The effect of colours is only subliminal. Although consumers may not consciously react to a colour, they are still being persuaded quite effectively in their minds by the use of it. Using the colour theory gives you a choice of colours that will represent your brand or business in the way that you want to convey, to an audience.  Colour theory has a very persuasive effect on the minds of the consumers.

It is unarguable that consumers give emotional responses to Colours. Depending on what position you want to acquire in the market, be deliberate and accurate to the vision of your business. Use Colours with a purpose, which is suitable for your target audience. Use Colours that help in delivering the right message and generate the overall feeling about your brand or business the way you want.

Colour theory is an important pillar for any business to survive in the market. If the Colour theory is not right, then the customers will not understand the intended message. Therefore, Colour theory is practiced to bring out the meaning hidden behind a Colour in order to give a sensory experience to the audience.

Building emotional authority, trust, inspiration, feeling or power must be the objective of your Colour theory. It is your ‘silent salesperson’ as it creates the overall personality and identity of your brand and most importantly builds sales.

Colour theory relates to the positive aspects of your business. If your brand focuses on power, excitement and passion, your Colour theory will be based on the Colour red. Red builds the urge and stimulates feelings like excitement and offers a dynamic experience that you want to deliver to the consumer. If your product is fast-paced and exciting than red is the best choice to reach the target audience. Colour theory is based on what kind of position you have to develop in the minds of your consumers.

There is no doubt that Colour theory is the most controversial aspect of marketing and conveying the right message. Every penetrating brand in the market is sold on emotion which is backed up by logic. In simpler words, the key is to play with your Colour theory and focus what your brand or business is all about? What it represents to your intended audience? What does it sell? How do you want to be identified and build a slot in the minds of the consumers? 90% of the judgements about any brand are made solely on the Colour alone. The purchasing intention is affected due to the impact of Colour theory and how a brand is perceived.

Colour theory is aligned to specific traits of your brand. Purple represents sophistication, brown represents ruggedness and red stimulates excitement. Using the right Colour is as important as oxygen, for a living being. It supports the brand personality you wish to depict rather than focusing on building stereotypical associations of Colour theory to your brand.

Knowing Colour theory and understanding what each Colour represents is very important to the desired attention from your target audience.  If Colours are used in the right way, your business will see an increase of revenues and profits. Here are some general meanings of Colours.



Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.

Red is a very emotionally intense color. It enhances human metabolism, increases respiration rate, and raises blood pressure. It has very high visibility, which is why stop signs, stoplights, and fire equipment are usually painted red. In heraldry, red is used to indicate courage. It is a color found in many national flags.



The Colour orange is a very fun and cheerful. If your message is a serious message than orange must not be a part of your Colour theory. It is used to deliver fun and playful messages.

Orange Colour stimulates appetites. A number of food brands use the orange Colour to communicate with their audience. It is highly visible to the human eye and exerts a measurable effect on the nervous system. Orange symbolizes vibrancy, enthusiasm, warmth and attention.

Colour Orange cheerful fun playful enthusiasm warmth


Yellow is a very catchy Colour. It is the first Colour that you would notice in a Colour palette. Yellow symbolizes inspiration, sunshine, summer and spirituality. Yellow is used to deliver happy messages as it is psychologically a happy Colour.

Colour Yellow inspiration happy summer spirituallity


Green is a Colour for healing, also the most cited Colour in the world.  It represents health, youth, nature, harmony, growth, vigor and luck. Surgeons in the operating room wear green gowns as people feel safe with the Colour green. It helps in growth, health and healing. It also symbolizes jealousy and greed to represent money.

Colour Green health nature growth luck jealousy greed


Blue is a calm and peaceful Colour. If your message is a corporate message than your Colour theory must have the Colour blue. It represents trust, confidence and dependability. Blue is also used to bring out the negative side of anything. A slightly lighter shade of blue represents depression, cold feelings and can often result in a loss of appetite. Ponder over your Colour theory when using blue because it can have both a positive and negative effect on your audience.

Colour Blue calm peaceful trust confidence


Purple is a very rare Colour in nature; some people consider it to be artificial.

Violet represents sophistication, luxury, power and dignity. It is a royal Colour, used as an emblem of rank and authority. Many superior brands that focus on class and luxury use purple Colour to reach their audiences. Brands often use purple in their Colour theory to deliver messages directed to children, specifically. It develops imagination.

Colour Purple sophistication luxury imagination


Black is the Colour of authority, formality, secrecy, wealth, sophistication and power. Brands use black Colour to stimulate the feelings of elegance, class and mystery. Many believe that if the business is in the black, it is making money. Your Colour theory must have black if you want to give an element of depth and power. Black is a strong Colour, it also has some negative aspects. Therefore, businesses must use black Colour in their Colour theory very wisely. It is also associated with mourning, sorrow and grief.

Colour Black authority formality secrecy sophistication power


The Colour white represents innocence and purity. Brands use white Colour to represent the cleanliness and trust.

Colour White innocence purity

Colour theory  is very important part of your marketing that you need to get right. Use of the right colour to communicate to your potential audience by using the Colour theory can help you achieve the biggest impact.

To help you get your colour right we have a couple of very useful websites.

If you already know the colours you like either on the web or in an image you an upload them to this site to get their colour codes. write down the colour codes and keep them for future use.

If you want to explore the array of colours available and choose your own, click the wheel below to enable you to get your colour theory right.

colour wheel for colour theory