Describe the guidelines to keep in mind as you consider how to use colors within a composition?
What will be an ideal response?
• Keep it simple: With color choice, more is definitely not better. Everyone has seen a Web site or flyer that looks as if it erupted from a rainbow. Too many competing colors cause the eye to race around the page, leaving the user dazed and confused. Remember that you want to create a harmonious composition.
• Remember branding, identity, and project goals: Your color palette must reinforce the organization’s branding and identity. It also must work with the project goals and metaphor you selected for the composition.
• Consider the mood you want to create: Colors create a mood. Studies show that colors have certain psychological effects on people. For example, blue is calming; red is hot or intense. Think about what your target audience might associate with a color when choosing your palette.
• Keep the target audience in mind: Different cultures do not always have the same psychological associations with specific colors. For example, people in the United States associate white with purity and red with danger, whereas some countries associate white with death and red with marriage. If a composition has a global or foreign target audience, you might need to research the customs and symbols of the target culture(s).
• Examine your colors in the composition: When two colors are placed side by side, they interact with one another. This is called simultaneous contrast, and it affects the way you interpret what you see when you look at a composition. This is especially true if you are using a warm color and a cool color because warm colors—such as red, yellow, and orange—are active. They seem to advance out into space, and an object that is colored with a warm color will appear to be larger than the same object that is colored with a cool color. Cool colors—such as blue or green—are passive. They seem to recede from view and appear to fall back in space. To identify potential problems with color interaction, it is important that you look at your composition as a whole to see how the colors are affecting each other and how they are affecting the balance of the composition.
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Fill in the blank(s) with the appropriate word(s).
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