Research in colour psychology has shown 62-90% of consumer product assessment is based on colour alone. Indeed, colours have been shown to be linked to consumer's perceptions on a product's quality, reliability, and value. The colours blue and black are viewed as being more reliable, valuable, and expensive while yellow, orange, and brown are associated with cheapness and low quality. Therefore a product intended to be perceived as "high quality" with a predominately orange and brown palette would lack visual fluency and would likely fail to elicit a positive response with consumers. However, this can be advantageous if the consumer is already in the market for an item that is known to be inexpensive, in which case the use of yellow, orange, or brown would be appropriate.