Scientifically it has been said that color is the element that hits the senses first, often before form is even distinguished. In other words, color represents the soul of your brand. In brand identity, a color palette, or color system, creates the brand’s mood. Memorable brands can often be recognized by their color palettes. When choosing colors consider the context, culture, and/or industry, to understand the implications associated with its meaning. For instance, blue, the most commonly used color, can allude to water or the sky and evokes calm, cool, trust, serene, and more. Red can suggest the heart or blood, can evoke passion, heat, sweetness, power, and more. Choice in color will reinforce the emotional connection with your audience.