Power of Color | Allied Business Solutions

Power of Color

Recent studies have shown that consumers make purchases based on color as well as its quality, workmanship, and price guarantee. Customers will respond and evaluate products in less than 60 seconds making document presentation and quality key for any business proposal.

The Meaning of Color: Dr. Max Luescher, a Swiss psychologist, developed a means of examining the connotations of specific colors and their relationship to different traits. Luescher says there are four “psychological primary colors.”

Here are a few examples of what colors represent:

Primary Colors:


Red is a very emotionally charged color. It tends to increase the respiration rate and can even raise your blood pressure. It creates excitement and can be associated with danger, war, power, strength passion, desire and love. It can even increase your appetite.


Yellow is the happy color…it is the color of sunshine. It creates a sense of cheerfulness and helps to stimulate mental activity. When yellow is very bright, it can attract attention. It can also provide a very sharp contrast to dark colors. Yellow can have the appearance of being brighter than white if over used, and can be disturbing if used too much. It requires the most complex visual processing, and is recognized by humans faster than any other color. Companies with products associated with energy and technological innovation combine yellow’s spontaneity and red’s impulsiveness and power for their trademark.


Blue is a trusted color. It can provide a sense of tranquility and security. It tends to symbolize loyalty, wisdom, trust, faith, confidence, and intelligence. While red can help to increase the appetite, blue tends to have the opposite affect and can actually suppress the appetite.

Secondary Colors


Orange is the combination of the happiness of yellow and the energy and strength of red. It symbolizes creativity, determination, enthusiasm and success. In addition orange indicates affordability. Because of its similarity to red, it is great to promote food.


Green tends to suggest endurance and stability. It represents harmony, growth and freshness. Green indicates safety. Obviously, it is associated with money and wealth. With the interest in “green” products, it is the only color that can promote organic foods and products effectively. Certain shades of this color are used in interior design to make people feel “tended” and secure.


Violet or purple combines the energy and strength of red with the stability of blue. It represents nobility, ambition, power and luxury. It symbolizes extravagance and wealth and is often associated with dignity, independence, wisdom and magic.


White is purity, goodness, light and innocence. It is considered perfection. White is generally positive and simple. Often it is the color of charitable organizations, low-fat foods and dairy products.


Black is elegant, powerful and formal, but can also be associated with death. In marketing, it is dignified. In certain contexts, black is very negative (blacklist, black humor, etc). It can also denote prestige.

To integrate the power of color into your office, contact us today!