The Art and Science of… Design and Color

ColorWheel-CMYKAIGA (American Institute of Graphic Arts), the professional association for design, defines graphic design as:

“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.