Probably the first thoughtful choice in marketing is a color scheme.
There are certain color basics which pretty much any graphic designer will handle well – which is to make sure the combination of colors used work together. This is easy because digital color palettes are so easily available and everyone knows about them.
But there are several other aspects to choosing a color combination which are equally important.
One is appropriateness. Primary colors (bright red, blue, yellow) work for material aimed at younger children – but not when targeting any other age group. Cool colors like blue and green don’t work when you are trying to communicate excitement. Certain colors are associated with certain industries – like green with health care and with the environment.
But another consideration is so important that according to at least one marketing guru, it trumps appropriateness. That is, if you are #2 (or trying to be) in an area dominated by one main competitor, your color scheme should contrast with theirs. Likewise, if you have a fragmented competitive environment, but most of the competition are all using the same color scheme, it would probably pay off to use colors that are in sharp contrast to theirs.