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Working with Color
Using color effectively
A few rules
of thumb
58
The ability to print in color can greatly increase the effectiveness of your
message, whether you are printing a presentation or a newsletter, or
proofing an ad concept that will later be printed on press. Some potential
benefits of using color include:
•
Conveying information rapidly by using color cues
•
Making use of the emotive aspects of different colors
•
Increasing impact and message retention
Color can also be a source of distraction and discord if it is used poorly.
This section outlines some tips and concepts that will prove useful as you
approach designing color materials.
Try some of the following strategies for creating successful color materials:
•
Rather than applying colors indiscriminately, use color to aid
comprehension. In presentations, graphs, and charts, use color to
highlight patterns and emphasize differences.
•
In general, fewer colors work better than many colors.
•
Use red as an accent color. Red is particularly effective when used in
otherwise monochromatic materials.
•
Consider the tastes of your target audience when choosing colors.
•
Keep a file of printed color pieces that appeal to you or strike you as
effective. Refer to it for ideas when designing your own documents.
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