Color plays a big role in branding. Choose a color that has the emotional qualities you want to elicit in your brand. If you can, try to “own” a color in your market segment, like the light blue box of Tiffany’s, or pink at Mary Kay Cosmetics.
Each color creates strong perceptions and emotions. Gold and silver are associated with luxury, for example. People respond automatically to certain colors. Red means passion, love and excitement. It also stimulates appetite. That is why McDonald’s, Wendy’s, KFC and Chipotle have red in their logo. Blue actually curbs appetite, and some people even use blue plates when they are trying to lose weight!
Here is a guide to the emotions of color with examples from well-known brands: