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Using color effectively
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Using color effectively
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.
A few rules of thumb
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 pat-
terns 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 docu-
ments.