Successful ad design considers the psychology of color as a fundamental element to maximize click-through rates of display ads. Here is a nice color wheel visual that describes each color’s associated moods and uses in advertising and branding.
Here is a complete look at the different aspects behind developing your own custom color scheme. Ideally, the best color schemes include one dominant color with its associated shades, tints, and tones with one or two complimentary hues.
Here’s a nice visual comparison of some 5-color pallets that work and don’t work for infographic design pulled from the color-picking too, COLOURlovers which breaks palettes into different themes aimed at optimal info retention and conversion.