When it comes to branding, color is a minor detail that can have a major impact due to the emotional messages it sends. For example, yellow is generally one of the happiest colors on the spectrum. It portrays optimism, warmth, an all around good feeling which is why locations such as Denny’s, ShopRite, and SubWay use it in order to seem more welcoming and happy in order to attract more customers. Red is a color often used to portray confidence, boldness, and dominance which is why companies like Coca-Cola, Netflix, Frito-Lay, etc. use it in order to seem more intimidating to their competitors and more powerful and appealing to their customers. When a company wants to reach out to different emotional crowds, they’ll often use a mixture of colors to send out different messages. Companies like Microsoft and Google have a whole rainbow of colors in their brand that each sends forth a different message while in general looking very pleasing to the eye.