Your choice of color is important because it can give your branding and your messaging a certain feel or emotion. Matching the correct color with a carefully selected font can make your branding even more impactful. You only need to look at the world around you to see colors and how they can effect your and your emotions. 

There is a lot written about color theory. Here are the basics:

BLUE
Perceived as trustworthy. It can convey loyalty, wisdom, knowledge, confidence, intelligence, cleanliness, tranquility and sincerity.

PURPLE
Associated with luxury and creativity.  It can convey wealth, wisdom, dignity, independence, and mystery.

RED
Evokes passion and is bold.  It can convey energy, strength, danger, power, courage, passion, love, and determination.

ORANGE
Portrays energy and brightness  It can convey enthusiasm, happiness, creativity, success, safety, encouragement and playfulness.

YELLOW
Grabs your attention and is happy.  It can convey joy, energy, positivity, spontaneity, cheerfulness and warmth.

GREEN
Relates to eco friendly and fresh.  It can convey growth, harmony, freshness, stability, healing and rest.

BLACK
Gives a sense of sophistication and authority.  It can convey power, prestige, elegance, formality, strength and authority.

WHITE
Suggests simplicity and innocence.  It can convey light, goodness, innocence, and safety.

Color combinations can help convey a different set of emotions too.