Color is subjective – How we see colors is the same but every person has a unique perspective of different colors. As a designer, I want to be careful to notice that the colors I choose help communicate but that my intended meaning can be altered by the viewers perspective of my design.
Temperature – Colors can change temperature based on the color they are in relationship with. It is my job during the design process, to understand how the colors I put together can change the feeling or temperature that is given from that color.
Hue Relationships – The hue changes how people view an image due to how close or how far the colors are from each other on the color wheel. The hue is what will allow me to create contrast or similarities in my design.
Colors are active – The temperature of colors changes the way the object seems to move on the page. The warm colors show advancement while the cool color show receding.
Colors identify sections – Similar to typography, colors can be used to show different sections of the image. It is important that as I design I remember to be intentional in my placement of colors and how the work in relationship to each other to form different sections.
Color Proportioning – The color has to always be in unity with each other. Each of my design should have a consistent color pallet that has colors the work together well for what I am trying to communicate.
Limited Color Systems – Being minimal in the amount of colors I choose to incorporate into my design can sometimes help communicate my message more efficiently than using a lot of colors. This is especially helpful when my designs are for branding and I am designing for the purpose of creating an image for a company.
Color and the Verbal Message – Words can get meaning not only for the symbolize they carry but also because of the color used to write the letters. Every aspect in my design matters. There are always multiple aspects working together to create the design.
Color Psychology and personal experience – Each person has a unique personal experience that causes them to experience color in unique ways. Color can spark past emotion and memories. This is why it is always important for me to understand my audience as a designer.
Color changes meaning – The same image in a different color can create a whole new meaning. Color is so strongly attached to emotion that it is important for me to identify how my colors may or may not provoke emotion in my target audience.