Simultaneous Contrast of Value: Alterations in the appearance of color caused by changing its background or surroundings. The resulting modifications are somewhat predictable, in that when things are juxtaposed their differences will be heightened.
The exploration of color is unbound. Josef Albers shows us that a single color is only as we see it because of the relationship to the color surrounding the object. The theory of simultaneous contrast holds true in the wild also. We may remember a certain vividness of a coral flower when placed among greenery in a tropical forest, but when the same flower is brought back and placed in a beige room the vivid hue is lost. This difference in color is not due to the flower, it is because of the flowers surroundings.
In branding we must choose our colors wisely. The primary foreground colors are important, but the background colors are equally important when being brand identity.