Before they set foot in your store, consumers have formed an impression of your company based on your logo or, more specifically, your logo’s colors, according to an article posted March 31 on FastCompany.com.

For logos, many mattress retailers favor blue or red—or a combination of both. Blue makes sense: It’s traditionally associated with peacefulness, cleanliness and sleep. It also conveys a feeling of security. Red is the color of passion and intensity and, according to a WebPageFX infographic, is used by marketers to build a sense of urgency and encourage impulse shopping. 

What do other logo colors convey? According to WebPageFX:

Yellow:

Increases feelings of cheerfulness and optimism. (On the downside, it’s said to make babies cry and can cause eye strain.)

Orange:

Conveys a sense of enthusiasm, warmth and excitement. It’s also a sign of a “friendly, cheerful, confident brand.”

Green:

Is associated with nature, good health and money. Stores can use it to promote relaxation.

Purple:

Evokes majesty, wisdom and success. A purple logo tells consumers you have a “creative, imaginative, wise brand.”