Color theory and association are powerful elements. Our ability to perceive differing tones and shades of light, dark and medium grades of color are what assist in expressing ideas. Color selection can be an important part of any product, service or process. The historical perceptions of color (i.e. red for stop, green for go) assist audiences in understanding the relative importance or meaning of a concept. If creating graphics or an illustration for display in front of a jury, color choice is important – never use red for something positive! Read the rest of this entry »