Crucial question is - who is your target audience?

Each element of design speak it's own story. You can notice that from your own experience.

How are you picking your shampoo? Would you buy one packed in a thick glass bottle, the kind of glass they use for beer. Or maybe the one that has nice bottle but there is blank label where it says only ''shampoo''. You would avoid both of them because you don't trust the quality. You would pick the one that has beautiful design, with tags ''shiny, strong, refreshing, regenerating'' and you will visually trust that label. 

Colors are influencing perceptions that are not obvious - taste, smell. 

So, Is having the best possible design  for your company really that important? -''YES!"

Design is crucial nonverbal communication, and that is the reason why you need to know what do you want to communicate with your design.  If your audience are teens and children - they are attracted to bright colors, your design won't be bold, strong and aggressive but fun and colorful - just the way they like it. 

Colors speak their own story and that is a powerful marketing tool. 

According to  University of Missouri-Columbia studies, The study revealed that blue logos invoked feelings of confidence, success and reliability; green logos invoked perceptions of environmental friendliness, toughness, durability, masculinity and sustainability; purple logos invoked femininity, glamor and charm; pink logos gave the perception of youth, imagination and fashionable; yellow logos invoked perceptions of fun and modernity; and red logos brought feelings of expertise and self-assurance.

LOGO SHAPES 

Just a basic element of logos,heir shape,affects how people perceive a company and its products. Logo’s overall shape, circular or angular,might also impact people’s opinions in a significant way.

People tend to associate circular shapes with soft, comfy things, and angular shapes with hard, sturdy things. With shape only, you can use logo as a subconscious guide in consumer’s minds.

Circles, ovals and ellipses - positive emotional message. Using a circle in a logo can suggest community, friendship, love, relationships and unity. Rings have an implication of marriage and partnership, suggesting stability and endurance. Curves on any sort tend to be viewed as feminine in nature.

Straight edged logo shapes - squares and triangles - suggest stability and balance. Straight lines and precise logo shapes also suggest strength, professionalism and efficiency.  

Triangles have a good association with power, science, religion and law. These tend to be viewed as masculine attributes, so it's no coincidence that triangles feature more prominently in the logos of companies whose products have a masculine bias.

Our subconscious minds associate vertical lines with masculinity, strength and aggression, while horizontal lines suggest community, tranquility and calm

FONT

People have certain feelings and emotions when they see certain colors, they have a similar response to typefaces and fonts. 

Script font - elegance and sophistication - fun, playful

Serif font - traditional or respectable, stability and reliability.

Sans Serif font - modern design, balanced, clean.

Decorative / Display - you want attention, you will get it. 

There are hundreds of studies, thousands of books on this subject, I just wanted to share some general insights. Every element of design has it's own story, it's own message, effect, feeling and suggestion.