Different colours evoke different feelings within us. People make up their minds within 90 seconds of their initial interactions with a brand/products. About 62-90% of the assessment is based on colours alone.
Are you choosing colours for the visual identity of your brand (i.e. your logo)? If so it is important to select colours which are relevant to your brand and its brand personality.
Below is a colour spectrum diagram which shows the positive themes commonly associated with particular colours.
Don't take this too literally as many other factors (e.g. personal preferences, upbringing, experience etc.) affect an individual's perception of colour. However, this is a good broad brush approach and should help when selecting colours for your brand identity.
Do you think the colour of your branding accurately reflects your brand?