Updated: Jun 1, 2019
Color is associated with emotions. Therefore, you must choose the correct color palette for your branding.
Common color associations include (data provided by www.lean-labs.com):
Blue: Integrity, Trust, Tranquility, Loyalty, Intelligence
Green: Money, Growth, Freshness, Environmental-Friendliness
Yellow: Happiness, Originality, Energy
Purple: Royalty, Spirituality, Luxury
Pink: Femininity, Compassion, Playfulness
Red: Power, Strength, Passion
Orange: Courage, Originality, Success
White: Cleanliness, Purity, Freshness
Black: Elegance, Strength
When choosing your brand colors, you should consider all the pros and cons:
For example, black is classic and elegant. But it is worth remembering that this is also the color of drama and mysticism. So try to avoid or minimize its use for nursery, health, prenatal and so on branding.
Red is the color of love and energy. But also the color of danger and warning. So if you are creating a style for let's say, insurance company, i would not recommend you to use red and its shades.
Advice: try to avoid aggressive colors in your brand palette (fuchsia. bright yellow, scarlet and the like), give preference to neutral (pale pink, cream, milk choco, cold coal and the like). Or focus on the contrast of two colors: black and white, red and white, dark brown and deep blue, orange and black and the like.