Color is a language—one not many people know how to speak fluently, but that everyone responds to without knowing how or why.
Colors create visceral reactions. Some are based on our prior experiences (seeing the same golden yellow from your grandmother’s kitchen=warm and cozy) and others have been hard-wired through evolution (blue food=mold=decreased appetite).
How do you want your clients to feel when they interact with your brand? Confident? Powerful? Elegant? Excited? Relaxed? Hopeful? Refreshed? Color can help communicate these emotions to your audience.