One of the most important colors in advertising is the color blue. Calm, comforting, soothing, and peaceful are all feelings evoked from this color. The color blue is also often used in a smooth way, many night clubs and upscale stores will use this color to provide a sense of an icy ambiance and a cool feeling. When you touch blue you can feel the calmness yet smooth and cool feeling that it gives. Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. This color is also the color of water when advertisers want to place a visual for something that is technically clear. Pepsi, Aquafina, and several other drink makers rely heavily on this color for their advertising. This color can also be used to promote cleanliness as well as air and sky related products. Blue is also often used in high-tech product companies such as IBM and INTEL.

One of the important things to remember as an advertiser, avoid blue when promoting anything related to food this is because blue actually suppresses the appetite. However, when used in conjunction with warmer colors such as red, or yellow, this combination creates a vibrant a high impact advertisement. Several variations in the shade of blue also have separate meanings. Light blue can be easily associated with the power of healing, understanding and health of ones body. In contrast, dark blue is often representative of seriousness, integrity, power and knowledge. The basic color blue is also representative of success and is often used side by side with the color green, even though they are next to each other on the color wheel, they are a good complementary mix when related to money and success.