Colors can speak to us and what they say can reach to the audience subconscious faster than any textual message, perhaps that's why they're so important.
But choosing the right color is not easy, many things are involved
Indicating the primary goals of the project
Colors has meaning, in order to choose the best possible colors for a project we should first see what we want to say to the people the first time they visit
Example : Trust, Experience, Innovation, Difference, ...