5 Applied Color
As color spreads across an identity program into environments, packaging, websites, and more, consistency and meaning reign supreme.
Strong identity programs use color in a fiercely consistent fashion. Choosing the right color is important—if you end up owning the wrong one, you can drag down a brand—but the importance of consistency in application can’t be overstated. Anything less adds confusion to the emotional spectrum that inspired the color choice in the first place.
As you think about how a base color and its accents tie a program together, remember this: Color communicates at the speed of light. The brain responds to color the same way it responds to pleasure or pain. It’s immediate, primal. Know the cultural connotations ...
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