The lesson here? There isn’t a color that will automatically guarantee success for your brand—but choosing the wrong color can mean your brand is overlooked by your target market.

There are, however, strong associations with particular colors in the mind of consumers. These flow both ways—the association between orange and energy might not be inherent to the color itself, but instead is a result of the fact that it’s so often used by brands who want to convey this message. Consumers see this color and know, subconsciously, that there’s a subtle message being conveyed. In this way, color psychology becomes a self-fulfilling prophecy.

There is also a physiological aspect to color. Think about when you see a fluorescent sign: Sometimes the color can be so bright that you have to squint. There’s no denying that certain colors are bold and eye-catching, while others are more subtle and gentle on the eyes.

Certain companies use this to their advantage—for example, McDonald’s, whose logo is frequently seen in crowded foodcourts or as a Drive Thru destination on the road. In these situations, the bright yellow of the golden arches acts as a siren call.