The color choice used in branding can evoke different types of emotions and judgments made on the company subconsciously, which can ultimately be the determining factor in whether you spend your money on a product from that specific company. I have noticed that many medical device and healthcare companies incorporate colors that are pleasing to the eyes like white and blue in their logos. White evokes a sense of purity and cleanliness while blue evokes relaxation. This subconsciously makes the customer put their trust in the company, hoping to get that same feeling in return if they invest their time or money into them.

Different colors evoke different feelings and when branding, one should pay close attention to the color choices as it subconsciously can attract or repel potential customers.