October 2009
Intermediate to advanced
272 pages
5h 1m
English
Content preview from The 22 Immutable Laws of BrandingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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17 THE LAW OF COLOR
A brand should use a color that is the opposite of its major competitor’s.
Another way to make a brand distinctive is with color. But color is not an easy attribute to work with. There are thousands of words to choose from in order to create a unique name, but only a handful of colors.
There are five basic colors (red, orange, yellow, green, and blue) plus the neutral colors (black, white, and gray). It’s best to stick to one of these five primary colors rather than an intermediate or mixed color. But which color?
Keep in mind that all colors are not created equal in the eye of the beholder. Colors on the red end of the spectrum are focused slightly behind the retinas in your eyes. Therefore, a red color appears to move ...
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