BASIC PRINCIPLES FOR USING COLOR
1. The Color Wheel
Use the color wheel to create matching color schemes that are monochromatic, analogous, complementary, split complementary, triadic, and/or tetradic.
2. Four or Fewer
In most cases, create your design using a color scheme of four or fewer colors.
Use dark, desaturated colors to express serious and professional. Use bright, desaturated colors to express friendly and professional. Use fully saturated colors to grab attention or to appeal to children.
4. Color Psychology
Know how people and cultures respond to colors; use color to show caution, danger, happy, jealous, scary, acceptable, and other related emotions and experiences.
5. White is Nice
Treat white as a color. Use white to communicate clarity, sophistication, cleanliness, professional, and even, in some cases, expensive.