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Let's face it: If you pick a paint color called Solar Flare for your bedroom wall and it's not quite what you expected, it's no big deal. You can always pick up a quart of Colorado Sunset, paint over the unwanted color, and no one will be the wiser. But you don't have that luxury when you create a Web site. You design, develop, test, and then publish. Once the site is live, visitors will form immediate impressions based on what they see. If they see the color red, they may associate it with anger. If they see colors that aren't associated with your brand, they may be confused. In short, you must be confident that the colors on your site send the intended message.