PANTONE Guide to Communicating with Color
Color Selection Process
In order to establish an immediate message, color combinations should contain visual color cues that trigger specific responses — those that best express the intention and/or purpose of the product or service. As a general rule of thumb, there should be a rank order of dominant color, subordinate color, and color accents. Word association studies show that the dominant colors in the following list will generally elicit the responses listed. Note that for most colors, the positive aspects are far more prevalent than those that might be thought of as negative. These responses, as well as the associations and origins of color reactions explained in the previous installments, will assist you in defining and creating the most effective color combinations and moods.
Dominant Colors and Responses
Light Pink: Romantic, Soft, Sweet, Tender, Cute, Babies, Delicate
Terracotta: Earthy, Warm, Wholesome, Country, Welcoming
Red Purple: Exciting, Sensual, Flamboyant, Creative, Unique
Light Blue: Calm, Quiet, Peaceful, Cool, Water, Clean
Bright Green: Fresh, Grass, Irish, Lively, Spring, Foliage, Outdoorsy
Charcoal Gray: Professional, Classic, Expensive, Sophisticated, Solid, Enduring, Mature
Silver: Classic, Cool, Expensive, Money, Valuable, Futuristic
Color Factoid
When two variations of the same color, one light and one dark, are placed next to each other, the lighter shade will seem lighter, and the darker shade will appear to be darker. A lavender shade will appear to be paler against a purple background.
