Get Smart About Color

How well do we know our colors? Here's a test to check:

http://www.xrite.com/custom_page.aspx?PageID=77

I sent this around the studio, and was pleased to find that our designers know them very well. In fact they all beat my score of 15 quite handily.

What's more intriguing, however, is that there is an objective solution to something we all consider a very subjective phenomena – our perception of color, and our preference for certain colors in certain situations. This is an identity element that can, and must, be actively managed.

When developing a logo, a piece of collateral, or a package design, we have the opportunity to really get precise with color. Color is a strategic tool that can be used to create impact, manage eye tracking, and shape feelings and impressions. Color also lives in context. We need to consider not only the color palette we're recommending, but how those colors will interact with one another, and with other nearby colors (in other pieces, in the competitive set, within a larger piece, etc.).

Personal feelings must be set aside when assessing color recommendations and options. As a client, you should never say you do not "like" a certain color. That's irrelevant, and honestly quite foolish. Instead, consider what a particular color is doing in the appropriate context, and assess whether it is the best color for the job. Be smart about color, and make it work for you.

- Rob (see my page here)


P.S. Once you determine your eyes are going, you can visit here and check your ears!

http://www.freemosquitoringtones.org/