Compelling Marketing Communications

 In our last newsletter, Michelle Stanish from mpression graphics gave us some good information about basic color choices. We talked about was the way colors can enhance a message by evoking emotions and that certain colors can either excite or turn off target audiences. Many of these same issues apply to combinations of two or more colors. Very, very few web pages, printed materials, or other communications are monotone, of course. This means selection of multiple colors give an almost infinite choice of ways to enhance a message.

One problem with selecting color palettes is that colors can deceive the eye. When two colors are placed next to each other, they modify how you perceive them. A neutral gray can appear greenish and dark next to one color, but brownish and pale next to another. Taking advantage of effects like this can help create a mood, such as dim evening light or bright noonday lighting. These effects can also suggest emotions or supply connotations that can enhance a message.

Click here to read the entire article.