Color has an incredible effect on your mood, your perception, and your likes and dislikes. It’s programmed into you, and you really have little to say about it. Your reptilian brain is the part of you that is programmed to survive. It’s what makes you instinctively know that fire is bad, that red is danger, and that green is comforting. Humans developed over millions of years and color is a big part of our perception. It’s why orange is often used to make products that are high priced look more inviting because psychologically it makes them seem more affordable. It’s why red is the most prominent color in fast food logos –red stimulates appetite and express the speed at which you will be served your meal (the real fast in fast food). And it’s why you will have trouble eating food that is blue, or should I say why so few foods sold are blue in color. And even then, it's odd. What food is blue?
And color also has an effect on how you perceive people. Hence, color is invaluable to making pictures that get your message across. Ever notice that luxury cars in commercials are dark gray or black? The reason is because we know from studies that black and near black are associated with affluence, so when you see the Lexus in the commercial they don’t even have to use the word affluence in the script, rather they simply have to show the car and they get you to think it is affluent.