Practical Sales Training™ > Selling Communication Basics > The Colour Coded Effect

What is it?

The Colour Coded Effect is all about using colour to segment information.

Why does it work?

It works because it makes the information more visually appealing thanks to the Von Restorff Effect. It also means the information is naturally in clusters which helps with cognitive load and overchoice.

How can you use it?

If you have a lot of information to convey, consider segmenting it into colour coded segments and then wherever that information appears, ensure it’s presented in the correct and corresponding colour.

Example: A Training Company Selling Multiple Courses

A company that offers online sales training might colour code their course categories to help potential buyers navigate options quickly and reduce overwhelm:

Blue for beginner courses (e.g., Sales Fundamentals)
Green for intermediate courses (e.g., Handling Objections)
Red for advanced/mastery courses (e.g., Negotiation Psychology)
Yellow for bonus content or special offers

On the website, in brochures, and in sales calls, these colours are used consistently. So when a buyer sees a green course tile, they immediately know it’s for intermediate level, helping them decide faster.

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