17 THE LAW OF COLOR
A brand should use a color that is the opposite of its major competitor’s.
Another way to make a brand distinctive is with color. But color is not an easy attribute to work with. There are thousands of words to choose from in order to create a unique name, but only a handful of colors.
There are five basic colors (red, orange, yellow, green, and blue) plus the neutral colors (black, white, and gray). It’s best to stick to one of these five primary colors rather than an intermediate or mixed color. But which color?
Keep in mind that all colors are not created equal in the eye of the beholder. Colors on the red end of the spectrum are focused slightly behind the retinas in your eyes. Therefore, a red color appears to move ...
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