Your marketing colors can change the way you company is viewed.

Colors form an important part of a brand’s marketing strategy because of a supposed factor that is known as ‘color theory’. Yet, when you actually seek to find out what color theory is, all you’ll find are charts bunching together brand logos that share a similar color and generalizing what they mean. Also, you’re likely to find articles that generalize emotions based on color. While such a narrow distinction is too hard to draw based on less factual evidence, it would be ignorant to say that every consumer sees a particular color the same way.

The message and meaning of a color are interpreted differently based on preferences and experiences. However, the study of human psychology and how it is affected by color shows that undertones and warmth of a color are more probable to have an effect. Thus, some broad categories can be created, indicating that colors do, in fact, impact people’s minds and consequently, their buying decisions.

The color red, for example, instills a sense of urgency and sends s a rush of adrenaline through a person’s body. This explains why it’s commonly used by brands for large-scale sales and fast food restaurants that want to induce feelings of hunger in people that look at their signs. Since it has warmer undertones, the color red has been known for stimulating the nerves, which would explain why it’s used by sports brands from time to time, to depict passion and athleticism.

Blue, the supposed opposite of red, is a color with much cooler undertones and it signifies peace and reliability. It effectively curbs your appetite, which is why mineral water brands use it on their packaging and in marketing strategies. Also, it stimulates old-fashioned reliability and makes one feel the need to be productive. A good number of tech brands out there make use of this color, as a way of ensuring consumers that their products are reliable.

Green, the third most common color on the marketing spectrum, is used by environmentally-conscious brands that are looking to give off a somewhat healthy image that promotes vitality. It’s the base color for packaging or marketing organic products, or food, a good technique that reassures consumers.

Both black and white don’t make much of an appearance but still have an effect whenever they’re applied.

While white represents a clean slate that allows one to start anew, black symbolizes authority and dominance in the field.

But on a similar note, they represent a sense of minimalism and simplicity, just like their mixture, grey.

Pink and purple may be used to depict feminity, but don’t have the same message. While pink establishes a feminine quality that is elegant, it can become bold if made darker.

Purple, on the other hand, is more of a royal color that is supposed to stimulate creativity and thinking skills.

But while both seem like feminine colors, the former is often used to target a younger age group of females, while the latter targets the older.