Remember how we talked about what emotions/feelings blue evokes and what it can mean? These are factors that affect how consumers judge your brand — a crucial part of creating brand identity.  Let's go back to the bank example, where it all began. Despite having some religious connotations, blue is a universally loved colour regarding how people judge brands. This is important when it comes to creating a feeling of trust and loyalty — a necessary feeling that a bank’s branding should evoke. This is a point that Ellis describes well; by using the same colours in business ventures, companies can strengthen their brand awareness overall. If blue represents trust and loyalty, then you would use blue. Contrastingly, if you wanted something bold and powerful to represent your brand, you would use red. Creating a solid brand identity means identifying what emotion your company wants to evoke, hence the lack of yellow logos used in banking. However, this may be a different case in different countries. Like the Pepsi blunder, maybe blue represents something different in another country. In cases such as these, blue would not be an appropriate choice.