Aloysius Butler & Clark

Though we all know about color — the ones we like and the ones we don’t like — color is often misunderstood. In certain combinations, colors can scream or whisper. This is because colors are influenced by adjacent colors. In our industry, designers understand how important color choices are. To the untrained eye, color choice — when not dictated by corporate graphic standards — may appear random. Far from it. We put a lot of thought into our decisions. Certain color combinations create harmony. Contrasting colors ensure the legibility of the message we’re trying to communicate. Colors are all relative — to each other. The difference between a message that’s screaming for attention and one that should be softer in tone can be achieved by which colors are used in the design.