Studies show that certain colors will generate different reactions from audience members. For example, black promotes authority and strength, while blue conveys reliability and trustworthiness (which is why so many companies use it in their corporate logos). Red excites people, prompting them to be more innovative and take more risks. Orange demonstrates a combination of confidence and playfulness. So, you’ll want to select colors carefully, based on the emotions you are seeking to evoke, or the perceptions you are trying to create.