If you are building a company that depends on making people feel sexy and sophisticated, it’s probably going to confuse your consumers if you your logo is bright green.

That’s because different colors are associated with different feelings. Green conveys organic growth, the earth, nature, or feelings of caring. Meanwhile, black communicates feelings of sophistication, authority or seduction. Not convinced? Consider the green logo for Starbucks or Greenpeace and the black logos of Chanel or Sony.

Related: The Incredible Way Your Brain 'Sees' a Logo (Infographic)

Color isn’t the only design element that communicates with your customer about your brand. Font, spacing between letters and shape also tell your brand story in that instant when a first impression is formed.

Have a look at the infographic below, compiled by Canadian plastic-card maker Colourfast, to get a sense of whether your logo is conveying the right message.

Related: 5 Examples of Stellar Logo Design and Packaging