Red is the color of metamorphosis, energy and action. Red wins. Dark red reached aspirations, the activity and excitement have fallen, what is left is glory and inner strenght.

Gray is neutral, no excitement or relaxation. Light gray is an optimistic possibility of change, free flow of excitement.

White is the freedom of all possibilities, a superposition of all colors. White is the freshness, purity, new beginning.

Marketing psychology uses knowledge about human behavior, perception, personality, conscious and subconscious symbolism and social meaning of the symbols and other realities than may affect and influence human perception, a way of processing information, decision making and behavior. 

What are the ways people behave as consumers, how they perceive the value of money and goods and how they decide to purchase?