Despite there being very little scientific research on the theory that color can influence a person psychologically, those in the field of design and branding take the concept of color psychology very seriously. Color has a purpose and a meaning in our work, and we make every effort to be conscientious of its effect on an audience.

Color is universal, but each color also has a unique social/cultural association that should be considered. Individuals also ascribe their experiences, thoughts and feelings with particular colors. Understanding and predicting how your audience interprets color allows designers to set the proper tone and communicate the message as intended.