Science of colors in marketing

Recently i came across this article on how colors trigger different feelings and affects marketing efforts.What is your take on this and have you tried using certain colors deliberately in your marketing strategy?

Its very interesting blog by the way

Depending on where you are marketing your product/service, you’ll have to adapt to the local culture. Colours are part of the culture. I’m currently working on a real estate project in Shanghai where the dominant colour is red, since Chinese people consider it is the most auspicious colour, symbol of luck and joy. Thus, you can easily see how red is blatantly over-represented in advertising in China. So for us, since our approach was to be different, we choose not to use any red, only blue, symbolising vitality.