Choosing and applying palettes.
WHAT COLOUR DOES
Creates recognition Establishes mood Directs attention Signals meaning
WHAT A PALETTE SHOULD CONTAIN
A primary colour One or two supporting colours A neutral range An accent for emphasis
WHY LIMITED PALETTES WORK
They unify everything and are easier to apply consistently.
WHAT CONTRAST DETERMINES
Whether text is readable.
WHAT TO CHECK
Contrast ratios against published accessibility standards.
WHY
Insufficient contrast excludes readers, and is the commonest accessibility failure.
WHAT COLOUR ALONE MUST NEVER CONVEY
Meaning, since colour vision differences are common.
WHAT TO PAIR IT WITH
Shape, text or pattern.
WHAT COLOUR MODES EXIST
An additive mode for screens A subtractive mode for print
WHY THE DIFFERENCE MATTERS
Screen colours cannot all be printed, and bright screen colours print duller.
WHAT TO DO FOR PRINT
Work in the print mode, and proof before a large run.
WHAT CULTURAL MEANING TO CONSIDER
That colour associations differ between markets.
WHAT TO DEFINE FOR A BRAND
Exact values for each colour, in every mode.
WHY EXACT
Approximations drift, and the brand becomes inconsistent.
