Bear Brook

“Color is my day-long obsession, joy, and torment.” —Claude Monet

Color is a visual experience involving both art and science. In its pure form, color is pure light. We see color as light reflected from a surface. We see it tangibly.

Color is one of the key ingredients you can use to enhance visual communication. Random application of color can hinder the reader's understanding of your message. Strategic application will strengthen your message. Here are a few ways that color can work for you:

Aid in organization. Plan your use of color from the start and use it consistently to organize your layout. Like type, limit your color palette to 2 or 3 major colors and use it as an identifying attribute.

Give emphasis. People are attracted to what looks different. Highlight elements on the page using color to create differentiation. Use color to point out what you want to get noticed.

Provide direction. Choose your colors and their location intentionally. For example, warm colors move elements forward, while cool colors move elements back. Color helps you provide direction for your viewers.

Create the right tone. Express the mood and personality of your design with color and use it to target your audience. Be aware of gender, age, and cultural differences. Men usually prefer blue to red, while women usually prefer red to blue. Younger audiences respond to bright colors; older adults typically like a more sober color palette. In Western culture, yellow can symbolize cowardice; in Japan it symbolizes courage.

Although everyone may perceive color a little differently, everyone responds positively to color when it's used effectively. Make color choices judiciously when designing—make color work for you, not against you.