“A creative process that combines art and technology to communicate ideas. The designer works with a variety of communication tools in order to convey a message from a client to a particular audience.”
According to AIGA, design is an investment that gives a business a competitive advantage by building customer trust and loyalty. And an important element of design is innovative and effective use of color.
When starting a design project, one of the graphic designer’s first tasks is to select a color palette with attributes that represent the client and appeal to the audience. This requires an understanding of the meaning of colors and how the color spectrum is structured.