Short answer…plenty! When we work on the development of a new logo for a business it is very important to pay attention to the color selections we make. And even if we know what color we want to use, it is just as important to select the right shade or intensity. If it is off just a little bit, it can convey an incorrect message to the customer/consumer.
Colors can be culture specific, where they may have a meaning based on what is learned from folklore or even by the music or movie industry. The color blue has a calming effect and has been used in certain neighborhoods to reduce crime.
The colors red and orange are known to stimulate hunger in restaurants or sodas like Coca-Cola. While blues and greens have a sense of calm and are good to use in the healthcare field. Besides the basic colors, the hue of the color can make a difference if it has been lightened or darkened.
The effects of color can encourage a person to make a purchase or feel a certain way toward a brand. Sometimes it is based on age, religion, gender or culture. And sometimes, it is just based on what a person likes or dislikes. Of course, another factor in logo design is the font choice so it will represent the brand appropriately. That is another topic for the future.