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Before & After by John McWade

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Chapter . How to find the perfect color: The color palette you need is already hidden in the photo. Here’s how to find it.

How to find the perfect color: The color palette you need is already hidden in the photo. Here’s how to find it.

Here’s the situation: We’re designing an academic schedule for a women’s college, and for a photo we have this no-nonsense, freckle-faced model. The goal is to look fresh, alive, and personal (no buildings and grounds shots) while conveying the sense that the program is serious and businesslike. A note of trendiness will be good. Color is involved in all of it.

No single visual element has more effect on a viewer than color. Color gets attention, sets a mood, sends a message. But what colors are the right ones? The key is that ...

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