It’s a difficult task– research has shown that color preferences are influenced by more than chance. The colors people like are related to personal preference, cultural upbringing, and context.

Colors are most effective when consumers believe that the brand’s color “fits” the brand, according to a study called The Interactive Effects of Color. That means that your colors have to speak to your customers. If you sell to organic foodies, it makes more sense to use green or brown than macaroni and cheese orange.

Context is important, too. Sometimes brown is used for something natural, perfect for those organic foodies. Other times it’s rugged and masculine, perfect for hunters and motocross athletes.