Understanding the psychology of color can be a valuable asset for designers and entrepreneurs when choosing brand colors . Choosing the right colors means your audience will instantly know who you are, what you do and what you’re about. And—no joke—the wrong colors can drive them away.

Check out these three uses of color in packaging:

Color is everywhere, and whether you know it or not each color you encounter gives you an emotional experience . Green and blue evoke a feeling of calm, and yellow makes you feel upbeat (and hungry).