Nature uses color to evoke all kinds of responses in organisms. Bees are naturally attracted to the bright colors of flowers. Elephants home in on the green leaves at the top of trees. And the great apes use color to identify ripe and unripe fruits.

It should come a no surprise, then, that color can have a profound impact not only on what you see but also how you feel. It’s been baked into us by evolution.

The biggest brands in the world know this. Multinational companies understand that the colors they use in their branding has a profound psychological effect on their customers. The more suitable the colors for the thing that they’re trying to sell, the more likely they are to attract new prospects and convert.

In this color guide, we’re going to take an in-depth look at the emotions that various colors evoke, according to scientific research. Once you know how color affects the beholder, you’ll be in a much better position to design a brand around your product and company ethos.