O'Reilly logo

Real World Adobe InDesign CS4 by David Blatner, Olav Martin Kvern

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 10. Color

Color communicates, telling us things about the object bearing the color. Without color cues, we’d have a hard time guessing the ripeness of a fruit or distinguishing a poisonous mushroom from an edible one. And many animals would have a hard time figuring out when to mate, or with whom.

We associate colors with human emotions: we are green with envy; we’ve got the blues; we see red. Colors affect our emotions as well. Various studies suggest that we think best in a room of one color, and relax best in a room of another color.

What does all this mean? Color’s important. A rule of thumb in advertising is that a color advertisement gets several times the response of a black-and-white ad. Designers of mail-order catalogs tell ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required