Two big parts of using color to your advantage is ALIGNMENT and CONSISTENCY.
Alignment – Using colors that make sense for your brand or seasonal communications. Brown isn’t a “happy color”…and orange probably won’t help you communicate “winter”. When you can align your message and colors used, you aid in understanding and in the communication of your message.
Consistency Like other areas of marketing and communication, building familiarity with your brand is paramount. One of the tools in the designer’s tool chest is color. After enough constancy, sometimes color can help define your brand…think the “Golden Arches” (McDonald) or “Big Brown” (UPS).
I ran across this blog post by Muse Design. They’ve done a great job showing how different companies have used color to further their brand. (Plus, I love how they spell “Colour”!)
“Colour is one of the most powerful forms of non-verbal communication graphic designers use.
It offers an instantaneous method for conveying meaning and message in logo design. It’s important for graphic and web designers to use colour appropriately and understand the meaning behind the colours they choose.
Our minds are inherently programmed to respond to colour. They shape our thoughts and emotions. And according to studies, colour affects more than mood — it has the ability to change our buying habits. Colour can invoke as much as an 80 per cent change in motivation when it comes to online shopping, advertising, and marketing campaigns. While perceptions of color are somewhat subjective, some color effects have universal meaning.”