Site Navigation


Gray in Business

In using gray in business applications you need to understand the traits, qualities and mood of the color along with the psychological meaning. The messages the color sends to your customer base can have a major impact on your business success.

Gray is a conservative color signifying neutrality, indifference and reserve.

Physiologically, gray can drain you of energy, be depressing or uplifting, depending on how much lightness and white is in the gray. Dark gray is more depressing than light gray.

Gray serves as a good background for other colors as it doesn't attract attention, allowing the other colors to take prominence.

Gray suggests security, reliability, modesty, maturity and dullness. It can imply that you can't make decisions, 'the fence-sitter', that you don't have an opinion on anything.




Gray lacks energy; it is neither reassuring nor soothing, neither stimulating nor exciting, neither pleasing nor inviting. It needs to be combined with other colors to give it passion, energy and life.

For more on the psychology of the color gray……


Keywords for Gray

Positive Color Meanings in Business:

  • intellect, knowledge, wisdom, security
  • perceived as long-lasting, and classic
  • sleek, professional, mature
  • refined, dignified, conservative
  • controlled and inconspicuous
  • color of compromise - between black and white
  • neutral, contemporary


Negative Color Meanings in Business:

  • boring, rigid
  • melancholy, lonely
  • lifeless (without color)
  • bareness, subtle, staid
  • indifferent, reserved, subtle, cold, poverty





Using Gray in Business

Gray is a safe color to use in many business applications. It is neutral and serious and can be combined with almost any other color to impart different messages and to reach different target markets.

Gray is suitable for legal and financial websites to suggest power and control, particularly when combined with some white and black. Combining it with blue suggests credibility, trust and reliability.

Surprisingly, gold can work well with gray to suggest professional and high quality, but on a website the gold will tend to look like a dirty yellow which is not positive.

Light gray can create a hi-tech look when combined with other colors such as turquoise, light blue, dark blue or yellow.


For more on using color in your business


For more on using these colors in your business:  red, orange, yellow, green, turquoise, blue, indigo, purple, magenta, pink, gold, silver, black, white, or brown.



To return from Gray in Business to the Home Page



Like to join our Facebook community?

Click here




New! Comments

Have your say about what you have just read! Leave me a comment in the box below.
Share this page: