Picking the right color to use in your logo and identity package is an important decision that you should consider.  Some colors are not appropriate for some professional businesses. Colors are perceived as warm or cool because of special universal associations.

Red, orange and yellow are associated with the warmth of fire and sun. Blue, green and violet connect with the coolness of sea, sky and foliage. Combinations of warm colors can send a more energetic, outgoing aggressive, active message that can demand attention. Combinations of cool colors are more restrained, reserved and calm – more of a “thinking” combination rather than physical. Colors and their meanings.

Here is a summary of popular colors and some of the “meanings” they convey:
RED is associated with love, passion, danger, warning, excitement, food, impulse, action, adventure.  It’s also associated with financial losses in the accounting world!
PINK is seen as energetic, youthful and create a feeling of movement.  Watered-down pink colors represent romanticism while being associated with feminism, softness and tenderness.
ORANGE is associated with comfort, creativity, celebration, fun, playful, youth, and affordability.  It is used often in toys, games and inexpensive plastics.  Orange can also be used to stimulate the appetite, as some fast food restaurants use oranges, reds, and yellows in their décor.
YELLOW is associated with curiosity, playfulness, cheerfulness, amusement.  As the color of the sun, yellow exudes sunshine, light and warmth, often identified with imagination and enlightenment.  Yellow is also used to create a cheerful, mellow and soft to the touch sensation.
BROWN is associated with earth, nature, tribal, primitive, hearth and home, substance, stability and simplicity.
BLUE is associated with trustworthiness, reliability, success, seriousness, calmness, power, professionalism.  Blue is always seen as a constant in our lives.  Blue inspires confidence and a calming affect.
GREEN is associated with money, nature, animals, health, healing, life, and harmony.  Green is the color that offers the widest array of choices in the color spectrum.  Blue-greens represent the best qualities of both blue and green, always emoting pleasant feelings and responses.
PURPLE is associated with royalty, justice, spirituality, ambiguity, uncertainty, luxury, fantasy, dreams.  Very creative and eccentric people prefer the color purple.  Purple is often used to promote New Age products and beliefs.
WHITE is associated with innocence, purity, cleanliness, simplicity.
GRAY is associated with neutrality, indifference, reserved.  You see gray and other neutral tones identified with historic buildings, ancient monuments and temples.  The neutral grays are non-offensive and are considered to be “safe” colors to use.
BLACK is associated with seriousness, darkness, mystery, secrecy.  It also represents stability and power.  At the same time, the color black is the most powerful, dramatic, elegant and expensive presence with regard to consumer marketing.