The choice of color is important on branding because its consistent and effective use can strengthen its association with the product's imagery aids in delivering the message. In this chapter, you should be able to acquire a deeper understanding of color.

1. CREATING
COLORRELATIONSHIPS

2. COLOR
the vital component of
graphic

3. THE COLOR WHEEL

4. PRIMARY COLORS
red, blue and yellow
generate all other
colors

5. SECONDARY COLORS
the resulting colors when
two primary colors are
mixed together

6. TERTIARY COLORS
Formed when a secondary color
is combined with a primary
color

7. ANALOGOUS COLORS
made up of two or three colors that
are adjacent to one another on the
color wheel

8. COMPLEMENTARY COLOR SCHEME
is comprised of colors that sit directly
opposite each other on the wheel.

9. SPLIT COMPLEMENTARY COLOR SCHEME
is made up of a base color and two
colors adjacent to its complement on the
color wheel, forming Y- shape.

10. DOUBLE COMPLEMENTARY COLOR SCHEME
is made up of two analogous colors
and their complements on the color
wheel.

11. COLOR AS A TOOL THAT ENHANCES MESSAGING