Scientists have been studying the way we react to colors for many years. Certain colors make us feel a certain way about something. As long as the designer knows what these colors and emotions are, the designer can use that information to help present the business in the right way. These are not hard and fast rules but smart designers use the information to their clients advantage. This fun infographic lays out the emotions and qualities that well known brands like to be known for. The color psychology is only one part of the puzzle but I think you will agree it is a very important part of it.