Find how to use colors for your creations. Another color can be a different identity. Colors are used on purpose to subconsciously influence the users.
In enterprise marketing world this is called color branding or color psychology.
|white||sincerity, purity, clarity|
|black||sophistication, fear, seriousness, authority|
|red||lust, power, excitement, attention, love, speed, anger, boldness|
|green||health, money, nature, harmony, growth|
|cyan||freedom, wisdom, self-expression|
|blue||trust, masculinity, competence, reliability, loyality|
|pink||sophistication, sincerity, feminity, playfulness|
|yellow||inspiration, competence, happiness, fun, friendliness|
|purple||wisdom, sophistication, power, creativity|
|brown||ruggedness, reliability, strength|
|orange||attention, warmth, excitement, enthusiasm, optimism, success|