Choosing Color

Some of my color tools.

Pantone has released its Fashion Color Report for Spring 2011 in which the rising trend is in contrasting color schemes. Those who follow color know that the trends generally appear first in the fashion industry and then seep from there into other design and manufacturing areas.

Knowing what’s trending is helpful, but should not be taken as dictum. The primary concern when choosing colors for a design is determined by the purpose for the design. It’s easier to select the right colors when you have a goal in mind.

Seldom will designers select color simply because they or their client likes it. Color is one of the most significant decisions a designer makes on behalf of your business. So it’s better to look at color choices objectively rather than basing them on personal taste, popular philosophies or current trends. Your business will be more successful in the long run.

Alvalyn Lundgren

Alvalyn Lundgren is the founder and design director at Alvalyn Creative, an independent practice near Thousand Oaks, California. She creates visual branding, publications and books for business, entrepreneurs and authors. She is the creator of Freelance Road Trip — a business roadmap program for creative freelancers. Contact her for your visual branding, graphic and digital design needs. Join her on Twitter, Facebook, Instagram, and subscribe to her free monthly newsletter.

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