One search on the psychology of color will make your head spin. When branding, thinking about color in terms of ‘fit’ is the right approach.
CASE STUDY: COUNTY WELFARE DIRECTOR'S ASSOCIATION OF CALIFORNIA (CWDA)
Taglines can be tricky. With the CWDA brand it was important to develop a tagline that spoke for their current and future selves and then build a brand around it.
Sometimes it is a game of nuance. In this case, the word all, or rather 'all' spoke perfectly to CWDA's desire to advocate for a system for all the people of California, both rich and poor. Their mission is noble, their brand aspirational.