A Discovery News article states that we “like colors that are tied to things that are healthy and promote survival”. In other words, we’re drawn to certain colors because of the positive feelings they give us, and we develop color biases as we experience life. Conversely, we tend to shy away from colors that evoke negative feelings.
This might explain why I’m drawn to oranges and blues (the colors of my alma mater University of Florida), and why I sometimes have trouble with bulldog red and black.
But what if you could divorce your mind from selecting brand colors based on personal feelings? What if you could put your intuition aside for just a moment, even if in the end you only validate what you always suspected? Heck, you might even discover some new possibilities—I might find a good reason to use red and black.