The logo is the identity of any business. Before you commission a logo designer for your new logo, make sure they have a good understanding of the psychology of color. Why? Because the color psychology is a very important part of the success of your logo.
Scientists have been studying the way we react to colors for long time. Certain colors make us feel a certain way about something. As long as the designer knows what these colors and emotions are, the designer can use that information to help present the business in the right way.
This infographic from The Logo Company lays out the emotions and qualities that well known brands like to be known for.