- Start
with a strong concept.
Don’t get bogged down in the letterforms, artwork, or all
the new computer techniques available. Two-color work gets us
back to our basic premise: Your design must work in black and
white before any color is added. Although a design that
carries its own weight in black and white doesn’t need
multiple colors to sell it, the addition of color will add
impact. In fact, adding color to a black and white project
increases readership by 50%!
- Create
a variety of tints from just two colors.
You can produce a variety of tints from just two colors. For
example, simply combining magenta and yellow provides at least
five distinguishable colors: magenta, pink, salmon, peach, and
yellow.
- Create
mood through color.
Color appeals to our emotions and feelings; and people respond
to color before they respond to any other aspect in a printed
piece. Take advantage of the effects of color by choosing your
colors carefully. Use red to evoke passion and attract
attention. Deep red looks aristocratic. Yellow is lively and
happy—think sunshine and daffodils—it’s breezy and
spring-like. Green is tranquil and elegant. Blue is calming,
yet it is the second strongest color after red. Use purple for
sophistication or royalty. Brown is rich and fertile. Black
adds mystery, wealth, elegance, and richness. White is pure
and sterile.
- Don’t
use black ink.
Select two compatible colors without using black. This adds
interest and differentiates your printed piece from most other
two-color projects. Use a color wheel to help determine which
two colors work well together. Adjacent colors (i.e., blue and
green) are generally the most harmonious and create a subtle
color scheme. Complementary colors—those directly across
from one another on the wheel—intensify one another to
attract attention. Be cautious, however, when including
halftones—pictures of people may look very strange if
improper color combinations are used.
- Select
a colored stock.
A colored stock adds a “third” color to your project; and
enables you to have even more color combinations at your
disposal.
- Get
samples.
If you’re wary of choosing two complimentary colors and a
stock to match, select colors you have already seen together.
You can also discuss your project with one of our printing
representatives. We’d be happy to provide you with samples
and ideas for your next two-color project.
|
|
