Market visual research - CTA button color

I always advocate for never-ever skipping the step of market visual research - whether it is a complete rebranding or just a primary interactive color update you are working on.

This time it is the latest - my team needs a new brand active color to use on our website and apps.
To know what color to pick you first need to know what NOT to pick. Have you ever heard about the Design Tabu in branding? What most of your competitors are into should be your "no-go" option, if you want to achieve brand distinctiveness.

The shot above - one slide from the presentation of our last week's design sprint outcomes at Jolocom. It was a valuable insight!