This paper investigates how consumers associate colors to the concept of sustainability. By adopting a broader definition of sustainability that includes all its three dimensions (i.e., environmental, social and economic), it explores how colors may enhance sustainability consumers’ perceptions in the marketplace. Sustainability has been an increasingly critical issue and clear communication using color could help direct attention to a focused message that could transform behaviors within industry and for consumers. It is, thus, very important to understand which colors may strengthen consumers’ sustainability perceptions. However, inquiry into the subject of color and sustainability communication in the marketing literature is still at early stages. While previous works have shown that sustainability concept might be associated with a particular color hue (e.g., green), very few attempts investigate this relationship looking at all the colors dimensions (i.e., hue, saturation and value). Additionally, as sustainability concept comprises three spheres, very little is known about which colors can specifically match with each of them. This research aims at filling this gap by exploring the relationship between colors dimensions and sustainability spheres. In doing so, a multi-method approach is adopted. Study 1, based on a qualitative methodology, explores the colors that are more easily associated to the different spheres of sustainability, by looking at the different color dimensions. Subsequent studies, based on an experimental design, empirically test the matching effect between color dimensions and sustainable claims’ frame and cues on consumers’ intentions and actual purchase behaviors. Theoretically, this research enriches the previous scant literature on the relationship between colors and sustainability. From a managerial standpoint, the research clearly shows how to best match colors choices and sustainable claims to boost purchasing behavior.