People have certain associations with colours. These could be different in other cultures of course.
Ask yourself these questions.
What are the values of your company? What do you stand for? What do you want to communicate to your audience? These are all questions to consider.
This might help you decide
There are of course some 'rules' or guidelines to help you choose. For example, signal colours are less popular in applications. Red could be associated with passion and love, but also with danger and stopping.
Of course, blue gets used a lot on the internet because we’re not
biased towards understanding something particular out of it (like how
red shows errors or yellow important bits).
Source: Why most people’s favorite color is blue
There are also basic colour theories. Try finding some info on the colour wheel. It shows the connection between colour schemes, hue, saturation, light/dark, etc.
Basic color schemes - Introduction to Color Theory