Shape and style of your logo play a very important role, but colour is also just as important. The science behind colour processing is very powerful and can have greater influence on a brand than you might think.
Colours are inseparably linked to emotions, associations, and memories. Different hues trigger different reactions and can either instantly build a connection with the customer, or break it. Most people make a subconscious judgement about a product in less than 90 seconds of viewing, and a majority of them base that opinion on the colour alone.
To make sure the message of the brand you're working for is sent successfully, you need to precisely specify the range of values you want to call forth. Those values will tell you which colours you are allowed to use in your project and which you should stay away from in order to increase the effectiveness of your work.
Therefore every designer should know the psychology of colour and if you haven't had a chance to explore the topic yet, take a look at the awesome infographic brought to you by web design and marketing company WebPageFX. You will be surprised to see how certain colours speak to your customers' emotions, political beliefs, and lifestyle foundations as well as which companies are using them to create a strong brand association.