This document discusses the connection between color and marketing. It notes that color can account for 60% of whether a product or service is accepted or rejected, as different colors evoke cognitive and emotional associations. The goals of using color in business are to find colors that are harmonious with the product or message and boost sales, while the wrong colors can hurt business. The conclusion is that color helps the brain organize and identify with products, and that choosing colors in sync with the brand brings harmony to complement it.