Using the psychology of color and unique color schemes to brand your product will draw attention on a crowded shelf. There are no bad or good colors, each have positive and negative effects depending on the context in which they are used. Red can mean strong and passionate, but dangerous and aggressive; and green is tranquil and relaxing, though greedy and jealous. But fear not the meaning of colors, a good designer can use them wisely to position the importance of information and its intended effect.

If a consumer is willing to buy a generic brand over a branded one, the brand is said to have negative brand equity.
Companies must create brand equity by making themselves memorable, easily recognized, and superior in quality and reliability.