Abstract: As the most influential visual factor, colour has been widely used in luxury marketing strategies, and it has a significant impact on consumers' purchasing intention of luxury goods. The same colour looks different in light and shade. Based on associative learning theory, this study explores the influence of colour saturation and brightness on consumers' purchasing intention of luxury goods. Through four experiments, it is found that: under the strong demand for luxury uniqueness, high saturation and high brightness can enhance the ideal self, and thus increase consumers' purchase intention; under the weak demand for uniqueness of luxury goods, low saturation and low brightness can strengthen the real self, thus increasing consumers' purchase intention. This paper further clarifies the influence of colour on consumers' purchase intention from the perspective of saturation and lightness, and enriches the related research of colour on self-concept realization.