Urge, Compel, Coerce
The scooter is white. This color will urge and compel you to use it. Scooter companies use colors to get you to do what they want. Some would say they are trying to coerce you, even.
Look at how white the scooter is. It urges you to use it. It compels you. You feel coerced...
はく
せま
None
When they urge, compel and coerce you like this, they are hacking (はく) your brain.
Really all marketing, advertising, and the like is just a hack of your brain. Hint: If you see 白 in a kanji, there's a good likelihood the reading will be はく.