The colors you choose for your company logo or signage or delivery trucks send their own message to customers apart from the words. In an experiment, two marketing psychologists tested some made-up corporate logos in different colors on a group of students and found consistently that white created an impression of sincerity, red excitement, blue competence, purple sophistication and brown ruggedness.

All of this is subjective, of course, but when you think of examples like FedEx (purple) vs. UPS (brown), it begins to make sense. So give your color choice for marketing some serious thought and don’t just go with your favorites. Here’s a color psychology cheat sheet from web design and development company Logikal Code: