Sensible and smart use of color will help strengthen your brand. Humans naturally associate universal meanings to specific colors. For example, red is often associated with strength and power, while blue is associated with serenity and peace. Choosing the wrong colors for your logo could cause potential clients to have misconceptions about your brand. Sometimes companies feel the need to use too many colors in their logo and their brand ends up visually confusing and ultimately, unattractive. Keep things simple and with intention.