Organizations spend a vast amount of money and resources to differentiate their visual identity from others. They hire an agency to create a perfect visual match to their strategic objectives. Countless hours are spend in honing the logos and emblems to differentiate the look & feel from the competitors. While typography is an integral part of the identity, being so pervasive it's usually left up to agencies to decide. Then is the third integral part; the color palette. 

When it comes to deciding the colors, the decision is usually driven by history of the organization, communication objectives, strategy and oftentimes the clients own personal preferences. The decision criteria is true and valid to all visual elements. Surely colors affect our emotions but those emotional associations are tied to our cultural background, personal experience and associations, even to our age and gender. The crucial thing about colors is that all of them have both negative and positive associations. This equals that there's is no all-evasive positive or negative color. Therefore, there are no right or wrong colors. 

All in all, if the color does not matter that much, why is this still the reality?