Websites and apps must not only be functional and easy to use and navigate, but also be pleasing to the eye. You can work together with a UI designer or art director to make these decisions.
Choose a suitable color palette to not only communicate the message brand, but also to impact users' emotions, draw their attention, and put them in the right frame of mind to make a purchase. According to the Kiss Metrics Color Psychology Study, 42% of users base their opinion about the website on overall design alone and 52% don't return because of overall aesthetics.
Keep in mind that colors communicate and provoke feelings. You can take advantage of marketing studies on it, such as this color emotion guide of brands:
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