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Colors in a design are a wonderful way of conveying diverse messages. As we know, colors have a meaning in themselves but they are nothing in their own right, but the result of a stimulus in the optical nerve produced by reflection of light on objects. A good designer will profit the most from the effect produced by color in human’s sensibility.

Colors, like every perception, have a meaning that may be managed. Of course, the meaning that the color acquires is more linked to what society associates with it than what it, itself, is. However, this poses no inconvenience because it is something shared by all and receptors of corporate designs belong to the society that assigns a meaning to a particular color. The application of colors to your corporate designs may convey sensations such as warmth in red shades, cold and asepsis in blue shades, strength in black, perfection in white, etc. Although the choice of colors in your designs of corporate identity is at your expense, it is convenient to consult the designer and Marketing experts to advice you from a point of view that is closer to chromatic harmony and to the intrinsic message of color rather than to esthetic (that is what the customer generally seeks).

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Like textures and shapes, colors transmit a meaning that evades consciousness and settles in the subconscious, coupled with all the effects we have already mentioned in sections Textures and Shapes and Sizes.

Colors are far more memorable than words even than images. A good combination of colors will guarantee your company a privileged place in the memory of consumers. Developing your potential to the top is an excellent choice when it comes to product persuasion and capacity to remember it.

Color is formed in two ways: harmonic and contrasting. The first one uses variations of the same shade or of different shades that keep the same pigments among themselves. Harmonic composition is the combination of three types of colors: dominant, tonic and mediation. The dominant color is the one that is present in a greater percentage, the tonic color is the most powerful in shade and the mediation color works as transition between the former two. The second, the contrasting one, is the one that combines colors of different shades.

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