[wtracy]

Advice from someone who has thought about the problem but doesn't necessarily have any clue what he's talking about:

First, spend some time Googling "color and emotions" and "color and behavior". Think about how you want the customer to react to the brand.

Next, I would consider A/B testing it. :-) I'm guessing that's not a good option in your case, but I thought I'd throw it out there anyway.