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Web Graphics for Non-Designers, Chapter 2: Using Color

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Corporate Colors

The first priority in the majority of color decisions should be consideration of current corporate colors. Opting for colors complementary or analogous to those within the corporate scheme ensures an eye-pleasing result.

A broad range of colors can accompany a single corporate hue, whether analogous, complementary, monochromatic, or triadic in relation. Your exact choice should depend on the industry, positioning, and goals of the site in development. Basing a color scheme on the familiar blue of the IBM logo (pictured below) could potentially take one of the four paths shown here:

If the identity colors are analogous, it is easy to extend the scheme to a third color adjacent on the color wheel. Similarly in the event of two colors having the same source hue, selecting a third shade or tint to form a monochromatic association is easy.

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Created: December 9, 2002
Revised: December 9, 2002

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