People tend to underestimate the meaning and importance of color usage with regards to their branding and designs. Every color has both positive and negative meanings, which invoke ones emotions subconsciously without the viewer even being aware.
A color can either draw you to an image, have no effect whatsoever or simply repulse one. It is important to understand what response you are looking for and therefore use the correct color to acquire it.
Take note of the color usage in corporate logos and one will see quickly how effective they really are, not to mention the research that goes into other element usage too …