An important aspect of creating your branding and your marketing is through the use of colour. Colour is a powerful visual that touches on emotional and subconscious reactions in everyone. Many studies have been conducted and as a general rule, the following list of colours and their meanings are standard in the North American and European market.

Gold - wealth
White - pure innocence
Pink - femininity
Green - nature
Red - danger 
Blue - the colour the majority of the world population calls its favourite
          colour

It is also important to understand that different cultures have different reactions to colour. For example, the Asian community is very fond of red while the Dutch love orange. Is your market young? Old? High income? Low income? Male or female? African American or European? You'll need to speak their colour language to build the relationship. 

Market research and testing is of vital importance. If you are serious about maximizing your profits, research your target market's colour responses. Also, solicit feedback and make changes if needed. Your aim is to use colours to build brand that reflects your core purpose as well as what your target market relates to. 

Colour institutes around the world work years ahead of time to determine the popular colours. Car manufacturers spend millions on colour research. Watch the top selling car colours to see emerging trends; white, silver and black always rank at the top. Consider what are safe colours. For example, purple and orange will never have the consistent positive colour responses of blue, beige or green; however, if you are developing an edgy brand, orange may be the perfect choice.