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Color Is Personal 

Scratch a designer and you will hear a war story or two about how irrational  smart people can be when it comes to color. E-V-E-R-Y-O-N-E has a point of view and brings their preferences, dislikes and likes to design when it comes to logo creation and palette. 

Be Bold 

There's a world beyond a primary palette. Really, there is. We promise.  It can be subtle or vibrant. Clients can be remarkably bi-polar when it comes to color. It's a wonderful tool in your arsenal for setting your brand apart from the competition. But only if you let it. 

Address Bias & Preference 

Everyone has them. Stated or unstated. It's more productive to uncover these upfront before making palette choices. In many instances, even a tertiary color can be rejected without reason or cause. 



State the Obvious 

There is no "bad" color. It's a question of taste and preference and how to make  your brand stand out from the pack. To learn more about bias, I recommend reading The Day The Crayons Quit A smart children's book that will make even the most color resistant executive crack a smile. 

Use Real Examples 

There are brands out there. And they use color to the fullest. T-Mobile's use of hot pink is one that I have often called as an example for corporate executives who get freaked out by "girl" colors. Another is Virgin Air's recent website that uses pink, orange and purple for a brilliant affect. 

Context Helps  

Every designer's nightmare is having to design collateral prior to palette being approved. However, it does help to provide a context and or framework of how the colors will be deployed.