This document discusses how color theory can be applied in marketing. It provides information on the meanings and emotional impacts commonly associated with different colors like red, yellow, green, and blue. It also discusses how color preferences can differ by gender. Color is an important part of branding, as brands become associated with their distinctive colors over time. Research suggests that simply changing the color of a call-to-action button, like from green to red, can increase conversion rates by attracting more attention with a contrasting color. In summary, the document outlines the psychological impacts of different colors and how understanding color theory can help with marketing, branding, and design decisions.