
Chapter 5 // Rules for Working with Color //151
SThis poster uses color to emphasize the mes-
sage and to make the simple shapes stand out.
Viewers know exactly where to look because the
white background allows a few visual elements to
stand out. Design: Arturo Botello Álvarez, Mexico
9. Produce using
intended media.
Print design: Consider paper
choices (coated versus
uncoated, etc.), inks, varnishes,
aqueous coatings, and finishing
(binding, etc.).
Environmental design:
Consider material substrates
and color coverage and
appearance, wear and tear
and its effect on the finish,
and project-specific production.
Digital output: Consider
on-screen color ...