When designing a logo for a startup, many entrepreneurs might starting by thinking about color first. But there's an important element to nail down before considering color, according to marketing strategist Gregory Ciotti.

That element is called "perceived appropriateness," as Ciotti explains in the video above. Basically, a company needs to consider its personality. "You can't pick colors willy nilly, obviously you should be picking them based on your brand's personality," he says. "When crafting your logo, you'll need to have contextual clues that reinforce why you choose a color."

Watch the video above for more explanation as well as some -- ahem -- colorful examples of matching color to personality.

Related: The Psychology of Color in Marketing and Branding