Design Elements, Color Fundamentals

Chapter 3 // Meaning and Emotion //109

specialists working in marketing

may already identify specific hues

in the project brief. Regardless of

whether research was conducted by

the design team or with the help of

marketing professionals, using data

and fact finding will make it easier to

convince a client that the best pos-

sible colors have been chosen for

the solution.

How successful the specific design

of a logo or mark will be depends

on whether it will be viewed in print,

on TV, in advertising, on a physical

product, or online. Find out where

the mark will primarily be seen. This

will help to isolate what colors will

work for the client, and ...