We may think that publicity and advertising have been using colors without any reason. But now scientists have proved that each and every color used in any kind of document and even in your clothing has a meaning in other's brain.
First, I will tell you what is color. It's a component of light which is separated when it’s reflected off of an object. 
It's also important to understand that, as I told you before, sight is connected directly to our reptilian complex BUT, letters and words are processed as if they were audio files,  this entails to a slower processing of information and rationalizing data because the auditory nerve is not connected to the reptilian complex. 
That's a brief explanation of the importance of color in our everyday life. Definitively, color is the strongest and most persuasive way to stimulate our sight. 
Research had proven that consumers care more about color in products than characteristics such as smell and texture. 
Let's see what our brain thinks when we see different colors:
•       Grey: Means absence of commitment or doubt. But it can also be interpreted as serenity, maturity or balance.
•       Blue: Is the color of the sea and the sky, that's why our brain gives the message of serenity, tranquility and peace. It has a curious effect on people's appetite, blue suppresses appetite because there are no blue products (food specifically) in nature. This is the color for good health so we can see hospital o health products publicity and infrastructure using shades of blue but it's definitively a bad idea for food products or restaurants advertising, unless you're selling "light" food.  
•       Green: Symbolizes life, nature, fertility, and perseverance however our brain may also think in change resistance with this color, so BE CAREFUL! Green has also been related to money and richness. It is a perfect color for medications, tourism or green products; awesome in bank or financial organizations publicity.
•       Red: Interpreted as action, passion, sensuality, blood, desire for success, adventure, willpower and danger. This color is frequently used in dangerous zones but also, used for cars, sports and energy drinks brands. Men are the most frequent target of brands and publicity using this color.
•       White: Is light, innocence, the color of perfection, cleanliness, purity. HOWEVER,  be careful with different cultures because in Japan white means death. It is very common to see white for charity events or religious organizations, but is also very used for technology brands.
•       Yellow: It's the color of sunlight and it makes you feel happy, intelligent and good energy. This color is related to pleasant scents. It has been used for kids products not for men. And you may want to apply yellow for highlighting important stuff in websites but it's not recommended for written publicity.
•       Orange: It is a stimulating color, it gives the sensation of coziness and warm places. It also symbolizes attraction, creativity and success. This color is a very good idea in gym's walls or in a creativity department office.   
•       Purple: Means nobility, luxury, ambition, sofistication wisdom, independence and dignity. Is a perfect color for women's products publicity  such as perfume, clothing and shoes. But you may also see purple in children’s products or sweet treats, specially chocolates. 
•       Black:  Interpreted as tragedy, mourning or fear, also related to mystery and evil. But it can also mean elegance and prestige, that's why it has been used for cars and motorcycles branding, and you may also have seen black in jewelry stores and brands, watches and designer clothing advertising. 

There are two ways to "get" to a person's reptilian brain: sight and fear. And you may think...what the h@#$??? Well, our sight is directly connected to our reptilian complex (also known as primitive brain) and fear is a way to activate our survival instinct, and that's the best way to get to our reptilian complex: survival!
Our brain works with electrical impulses, and this two stimulus will produce more impulses and will directly get to the primitive brain and that's just what we require!! 
Now, there are 6 tips to work with this two stimulus and I'll share them with you, because you may use them in your work meetings, presentations, teaching, personal relations, etc. 
1. Selfish: Our reptilian brain is selfish and is always going to be worried just about himself, so you may want to make the other person the main character of your presentation or advertisement. 
2. Creating contrast: Our brain reacts to differences, specially when they include contrasting. To achieve this you can use colors or geometrical figures. 
3. Beginning and ending: The reptilian brain focus on the beginning and ending of a message, because of that we need to state our main idea to start and to finish a presentation/meeting/ class. 
4. Measurable: Reptilian brain always looks for familiar stuff,, things it may recognize. 
5. Using pictures or images: Our optic nerve is directly linked to the primitive brain and it is 25 times faster than the auditory nerve, which, by the way, is the one in charge of processing words: so words are interpreted as sounds not as images. 
6. Sensations: when you approach other person's feelings you will definitively make an impact. And this is what we always want to do! *REMEMBER: Our brain recognizes only six emotions: happiness, surprise, fear, sadness, anger and aversion. This is what we want to stimulate in our audiences.*

As I told you before, this discipline is a new way to study marketing and it's part of the field of market research.
The six major areas where Neuromarketing (NM) is being used today are:
1. Branding: Brands are ideas in your mind. Neuromarketing provides powerful techniques for measuring brand associations. 
2. Product design and innovation: NM can measure consumer responses to product ideas and package designs that are mainly automatic, emotional and outside of customers' conscious awareness. 
3. Advertising effectiveness: Many advertising pieces impact us through unconscious means, even tough we don't think this may be possible. NM explains how this can be possible. 
4. Shopper decision making: NM can explain how store environments and product disposal influence directly on how shoppers decide and buy. And is very far of being a logical process!
5. Online experiences: The online world creates new challenges to our brains. Brain science provides the opportunity of understanding how our brain faces and decide over online experiences. 
6. Entertainment effectiveness: Entertainment creates experiences in people's minds that can influence attitudes, preferences, and actions. NM shows what happens when entertainment transports us to an imaginary world. 

Neuromarketing is based in the Theory of the Triune Brain, formulated in the 1960's by Paul McLean, a neuroscientist and physician. 
It basically consists in our brain structured in three parts:
Cortex: Is the section of our brain in charge of processing information and sharing conclusions with the other two parts. 
Limbic system:  It works with emotions and feelings and is able to share information with cortex and reptilian complex. 
Reptilian complex: Takes into consideration what the other two parts inform to make decisions. It is our instinct so it is also in charge of our survival. And knowing this is how we need to start working, Neuromarketing tries to get to customers' reptilian complex by using different techniques. But, we need to be clear about something: Neuromarketing does not works programming people or changing minds, the first step to work with people is getting to know what their reptilian complex want and desire by using non invasive techniques; and also you'll have to observe how your customers interact with products or services and with other people. 
In contradiction as marketing has been working, we now know buying cycle is not thinking, feeling and deciding: it is completely the other way: we decide, then we feel and just after that we think rationally. 
You may want to check more information by clicking the picture below.
  

Let's keep it simple, I'll begin by saying what neuromarketing is not. It definitely is not a new way of doing marketing neither a way to program your brain. It certainly is not a crazy invention because it's proven to work. And we can keep going for hours with this, but I will stop to begin the construction of what this new trend of neuromarketing IS. 
It was originated in Neuroscience, the discipline in charge of studying the structure, functions, development and biochemical reactions of the human nervous system. 
Disciplines such as anthropology, sociology, psychology and biology support neuromarketing investigation; so we may want to see it as a multidisciplinary way of getting to know our clients. 
We can define it as: "a complete understanding of customer behavior by observing and studying their brain response to stimulus". (this stimulus will be discussed in other post later)