It's Simple Color Theory: An Introduction to Color
Chapter 4: Color
Color
Lesson 1 of 11
Coloring inside the lines.
Color is one of the most important things to get right in the design process. If your colors are even slightly off, you won't be able to tap into the brand equity you have built, your design will look off to anybody who is familiar with your brand, and you risk evoking completely different associations from your correct colors. Since color doesn't work the same in every setting, you need to have a thorough understanding of color space and how colors are used within each one. You also need a working understanding of how color is used as a design element for any occasion where you and your team may be choosing colors beyond those in your brand guide.
A strong understanding of color is crucial not only in managing design projects and providing informed feedback, but in communicating with other professionals, like printers and web developers, and ensuring assets are prepared correctly for their needs. You will also frequently need to use your brand colors yourself, both digitally and in print—as well as many other potential contexts—so it is crucial that you know exactly how each color is used.
A thorough understanding of color is fundamental to ensuring...
Your print designs are correctly prepared for print.
Your digital designs are correctly optimized for screens.
Your colors are consistent across settings.
You know how to preserve color integrity when converting files for new contexts.
You know how to troubleshoot color that looks wrong.
You source assets correctly.
You understand color association.
You use your brand colors correctly.
You know when to draw on color theory and when not to.
Implementing color incorrectly will…
Lead to production errors, and wasted money.
Cause inconsistencies in how your colors appear.
Undermine your brand equity.
Evoke negative associations.
Cause inefficiencies in the process.
+ Much more!
In this chapter, we will dive deep into color and how to use it both from a logistical perspective and a creative perspective, helping you use your brand colors correctly yourself, guide your designer in correct usage for your brand, and be an effective liaison between your designer and your production teams.