Lately we’ve been talking with clients that want to refresh or update their web presence, logo and/or collateral. As with all design considerations, we can’t stress enough the importance of color and selecting the right colors to reach the target audience. Every color evokes a certain sense or feeling and if you choose the wrong color(s) to portray your business, it could be a mistake. Color palates are often categorized as classic, modern, contemporary and so on. Think of how color can enhance your brand, rather than contradict it.
When selecting a color scheme, consider colors that resonate with your industry and audience. For example, if you own a cupcake shop the colors should be bright, upbeat and inviting, not drab and dreary. Also, test the colors on your website in every browser (IE, Firefox, Chrome) to ensure it looks the way intended. ColourLovers is a great site to browse color schemes and play with combinations.
Select a color that will cross-over in the printing process so that your printed and electronic materials appear as a “family”. Pantone is the industry authority on color and many printers will refer to these colors when color matching during the print process. Selecting a Pantone color that also prints accurately in CMYK is a good idea if color is critical to you.
This short video talks about color-matching: