How to choose colors to represent your brand

Whether creating a new brand, refreshing an old one, or simply rearranging a window display, businesses and organizations large and small have an opportunity to boost returns by paying close attention to color selection and color psychology. A quick search online will turn up a number of handy charts purporting to link colors with moods (e.g. yellow= happy, red = passion), and while there is some truth to these claims, more in-depth consideration reveals nuances that businesses ignore at their own peril. When research shows that up to 90% of subconscious judgments about products and organizations are based on nothing but color, the importance of color selection becomes paramount.