The article linked to in this blog post is REALLY important. It is a very well written piece on colour theory and how different colours can be used to get a message or feeling across to your readers/customers.
“Color is a cue that gets your audience to see what you want them to see, feel what you want them to feel, and to do what you want them to do. How you use color also affects the usability–whether they can read it or not–of your content.”
Artist and writer, Julie R. Neidlinger goes on to list what different emotions align to which certain colours and also which colours are preferred by both men and women. You may be surprised at the results.
The insights gained from this article are invaluable. Give it a read and bookmark it for future reference – Color Psychology In Marketing: The Complete Guide