Have you ever considered the importance of color in building brand? Coca-Cola uses the Red; UPS, Brown; IBM, blue. These corporations understand the proper use of color is vital to create a positive image among customers. Moreover, color plays a very important role in memory, stimulating all your senses, instantly sending a message as any other method of communication do not. The correct choice of the dominant color of your brand is crucial. Source: Prowly Survey. This color should appear in all the pieces, including the logo and the packages. Much as possible, the color that you choose should differentiate it, working with its industry and its image, and conform to their brand promise. It should also take into account the psychology of colors, is quite complex. Colors can mean different things depending on the culture, the situation and the industry. However, in the West there are some universal meanings: Blue: the pale blue is perceived as reliable, financially responsible and secure. Strongly associated with the sky and the sea, the blue is serene and universally accepted. Blue is a color especially popular in financial institutions, since its message of stability inspire confidence. Red: Red activates the pituitary gland, increasing heart rate and accelerating the breathing. This visceral response makes the Red aggressive, energetic, provocative and getter’s attention. Count on red to elicit a passionate response, although not always this is favorable. For example, red may represent danger or debt. Green: in general, green connotes health, freshness and serenity. However, the meanings of green vary with its many forms. The Green darker are associated with wealth or prestige, while the Greens more clear are soothing. Yellow: in each society, yellow is associated with the Sun. That is why this color communicates optimism, positivism, light and warmth. Certain forms seem to motivate and stimulate thought and creative energy. The eye sees the shiny yellow before that any other color, making them ideal for point of sale displays.