One of my favorite lines in the movie The Blind Side is when Sandra Bullock (referring to UT Orange) says, "But I will not wear that gaudy orange, I will not. It is not in my color wheel and I'm not gonna wear it." And that gets me thinking about web design.
Most people, male and female, have a general idea of what's in their "color wheel" - what their favorite colors are, whether they are comfortable pairing, say, a purple blazer over emerald green slacks, or whether they are soothed by the sight of a closet full of khaki and blue. The same goes for interior decorating, the color of our cars, the television ads that catch our eye... all sorts of things. The bottom line is that, generally, we pay more attention than we know to color and style.