This resource presents the most successful color schemes used in the international marketplace today. Sixty distinct color combinations – from the basic "red and white" of Xerox and the Red Cross to the inventive "purple and orange" of FedEx and Levitra) – are illustrated and analyzed. Two sets of illustrations are provided for each color combination: Large swatches of each color (with RGB and HEX values) and illustrations of a simple design incorporating text and a logo. Detailed information about each color combination includes: Natural Associations (examples of each color as they occur in nature) Symbolism (positive attributes that each color may communicate in contemporary culture) Design Analysis (the technical/ design attributes of the color combination) Color Communication (what the color combination may communicate) Examples (companies and/or products that use the color combination as brand identity today)

ABOUT COLOR SYMBOLISM
Colors That Sell
Some History of Brand Identity Colors
Design Applications & Color Variables
About Color Harmony
Factors that Influence Color Communication
About the Terms Used
About the Color Combination Pages
How to Read the Layouts

RED
Red and White
Red, White, and Black
Red, White, Black, and Silver
Red, White and Dark Blue
Red and Bright Blues and/or Dark Blue
Red and Yellow or Golden Yellow
Red, Yellow, and Black
Deep Red and Beige or Gold
Deep Red, Bright Red, and White

RED-PURPLE and PINK
Red-Purple or Fuchsia (Hot Pink) and Blue or Dark Blue-Purple
Red-Purple and/or Fuchsia and Blue-Green
Dark Red-Purple, Fuchsia (Hot Pink), and Golden Yellow
Fuchsia (Hot Pink), White, and/or Black
Fuchsia (Hot Pink) and Pink
Fuchsia (Hot Pink), Yellow, and Pink
Fuchsia (Hot Pink) and Lime Green

PURPLE
Purple and White
Purple and Gold or Silver
Purple and Orange and/or Red-Orange
Purple, Red-Purple, and Orange
Purple and Yellow

BLUE
Dark Blue and White
Blue and White or Silver
Sky Blue, Dark Blue, and White
Sky Blue, White, and Black
Blue, White, Black, and Silver
Dark Blue or Bright Blue and Yellow or Golden Yellow
Dark Blue and Orange
Blue, Yellow, and Red

GREEN
Blue-Green, White, and Black
Light Blue-Green
Blue-Green, Yellow, and Dark Blue
Green and White
Green, White, and Black
Yellow-Green, White, and Black
Green and Yellow
Green and Red
Light Green and White or Silver

YELLOW
Yellow and Black
Yellow or Yellow-Orange and Brown
Yellow and Green
Yellow and Red
Light Yellow and Blue

ORANGE
Orange and White
Orange, White, and Black
Orange and Green
Orange and Fuchsia
Orange and Other Colors

BROWN
Brown and White
Brown and Gold or Silver
Brown and Beige

BLACK
Black and White
Black and Gold or Silver

MULTI-COLORS
About the Symbolism of Multi-Colored Combinations
Red, Yellow, Blue, and Green
Red or Red-Orange, Golden Yellow, Blue, and Yellow-Green
Fuchsia, Orange, Yellow, and Lime Green
Pink-Red, Light Green, Yellow-Orange, and Light Purple on Black

About the Author

Jill Morton is one of the foremost color experts and researchers in the world today. She holds the highest academic credentials - a Masters Degree in Art - and has served as faculty at several universities.

In her primary work as a color consultant, she brings the utmost level of technical and professional knowledge about color to a wide range of projects. Psychological color impact, innovative color combinations, attractive color harmonies, visual ergonomics and marketing trends are the critical factors she addresses in prescribing successful solutions for her global clients. Her portfolio includes projects for Nokia, Dow Chemical and Eastman Kodak as well as many others in almost every industry sector.

Ms. Morton’s opinions and research have been quoted and featured in major publications such as Fortune, USA Today, American Demographics, The Chicago Tribune, and House and Garden.

As director of the International Color Research Institute, she manages the demographic data in the Global Color Database, a one-of-a-kind compilation of information about color preferences and associations gathered from over 60,000 people worldwide, since 1997.

 

Colors That Sell: Tried and Tested Color Schemes by Jill Morton
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