What is color? It’s something we see every day as soon as we open our eyes that influences how our brains process what we see, often unconsciously. Color allows us to make associative connections that don’t require too much additional effort. It can embellish or dazzle if its in abundance, for instance, or it can remain singularly impactful in simple compositions. Colors can be muted or highly saturated. They can be tints or shades. Enter any paint store and you’ll be reminded of the nearly infinite scale of the color spectrum.

No single design element has the power to make or break a logo design, brochure, website, package design, or photo. Since color instantly evokes feelings, it is crucial in marketing or branding goods and services to customers in appealing ways. We can utilize colors to direct the feelings we want from our consumers: warm colors tend to evoke feelings of comfort, for example, while cool colors can evoke feelings of freshness and clarity. Hot colors are used to jump and shout out to consumers. Metallic colors can have regal symbolic implications—conjuring ideas of richness, sophistication, or elegance. The interaction of color makes their effects something important to consider for any individual looking to market and brand through the power of design.

Choosing the right color combination for any graphic design assignment is a complex and challenging task. Choosing metallic inks for a project, for example, requires extensive knowledge of the inks, printing materials, processes, and purchasing printing. For instance, there are many types of gold: flat-spot color inks (which change drastically when printed on coated versus uncoated papers), actual metallic-gold inks, simulated four-color process gold inks, gold foil stamping, gold mylar-plastic, and of course, sumptuous 24-carrot gold leaf. Selecting the right metallic gold for the select project requires insight into the reproduction processes.


Ted DeCagna has been successfully using color for over 28 years. With a recent label design project, Ted studied competitors’ brands for their color schemes and intentionally chose a unique set of colors that complimented the photography on the label but most importantly Ted’s colors stand out as no one is using these colors anywhere in this product category.   The interaction of the colors on the packaging label causes the product to be positively prominent from competitors. (See Package Design- Italian Ice Peach Label Design) If you are looking for an outstanding design for your company’s logo, product, brochure or package design, reach no further than the expertise of Ted DeCagna Graphic Design.



Ted DeCagna Graphic Design… clients have been coming to us for over 28 years for…Graphic Design… Logo Design & Business Stationery… Company Brochures… Photography… Package Design… Website Design & Development… Print Advertising and more. Winner of more than 25 professional design awards. You can connect with Ted on Google+.