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Color plays a super important role in our daily lives. Color can effect the way we think or feel. It can irritate our eyes or soothe them. Color can even raise your blood pressure or suppress our appetite. Seriously... research suggests that the color blue suppresses your appetite because there aren't many naturally blue-colored foods other than blueberries, gooseberries, eggplant and maybe those bluish-purplish potatoes.
When used in the right ways, color can create excitement or bring you serenity. Think of our traffic symbols... red meaning "stop" and green meaning "go." Yellowing meaning "caution" or slow down. Apply these same concepts when thinking of the colors you want to use for your brand, product, website, and/or logo. Below are some colors and what feelings they usually invoke:
http://www.thelogofactory.com/choosing-great-logo-colors-help-brand-selection/
https://www2.connectseward.org/shs/students21/mSloniker/Project/Yellow.html
https://www2.connectseward.org/shs/students21/mSloniker/Project/Orange.html
https://turbologo.com/articles/purple-logos/
https://turbologo.com/articles/green-logos/
https://turbologo.com/articles/blue-logos/
https://www.zekagraphic.com/psychology-of-color-in-logo-design/
https://turbologo.com/articles/brown-logos/
https://www.zekagraphic.com/psychology-of-color-in-logo-design/
https://benextbrand.com/pink-logos-of-popular-brands/
https://www.zekagraphic.com/psychology-of-color-in-logo-design/
https://zanet.co.uk/the-color-gray-meaning/
https://turbologo.com/articles/black-logo/
So take your time when searching for your brand colors. Think about your logo, the colors and what each one says about your company.
Two questions to ask yourself:
What emotions do you want to elicit?
How do you want your consumers to respond to your brand?
Happy creating!