Colors trigger very specific responses in the central nervous system and the cerebral cortex. Colors may activate thoughts, memories, and particular modes of perception. Properly chosen colors define your brand logo, products, and encourage better recall of your brand, as well as a more accurate understanding of what your brand represents. Poor color selection will confuse your message, confuse your customers and, in extreme situations, contribute to the failure of a brand.

Emotional Branding by Marc Gobé