Don’t overlook the importance of using color when branding your business. Your ad is 40 percent more likely to be read if printed in color rather than simply black and white. But choosing the wrong colors to represent your brand can lead to lost sales. What’s a brand to do? Here are helpful guidelines for selecting the color palette most likely to engage customers in a positive way. How colors set the tone Color helps create a distinct identity for your business by defining your brand personality, and manufactures need to make sure the color scheme selected to represent the