不同的颜色被认为意味着不同的东西。例如，红色调会让人感到兴奋，而蓝色调通常会让人感到放松。这两种情绪都是令人愉快的，因此，颜色本身可以在广告中产生积极的感觉。下图给出了一些国家不同颜色的感知含义。
功能性（F）：满足需求或解决问题
感官社会 (S)：传达态度、地位或社会认可
Red | Yellow | Green | Blue | Pink | Violet/Purple | Orange | Brown | Black | White |
Lust (S) | Competence (S) | Good Taste (F) | Masculine (S) | Sophistication (S) | Authority (S) | Warmth (S) | Ruggedness (S) | Grief (S) | Happiness (S) |
Power (S) | Happiness (S) | Envy (S) | Competence (S) | Sincerity (S) | Sophistication (S) | Excitement (S) | Sophistication (S) | Sincerity (S) | |
Excitement (S) | Inexpensive (F) | Eco-Friendly (F) | High quality (F) | Feminine (S) | Power (S) | Expensive (F) | Purity (S) | ||
Love (S) | Low Quality (F) | Health (S) | Corporate (F) | Fear (S) | |||||
Speed (S) | Money (F) | Reliability (F) | |||||||
Anger (S) |
