134 slide:ology
Once you know who your audience is, it’s pretty easy to deter-
mine what their likes and dislikes are. You can determine which
color palette will appeal to the audience by understanding their
personality (see bottom of pages 130–131 for various tempera-
ments expressed through color). Colors can also seem mascu-
line or feminine, enticing or reserved.
Another way to pick a palette is to identify colorful images within
your industry that can influence your corporate color palette.
Identify a series of images that support the subject matter.
Using Industry Color Palettes
Agriculture Industry
Colors were
picked directly
from the industry
photographs.
R 114
G 158
B 60
R 89
G 149
B 222
R 250
G 222
B 67
R 206
G 101
B 54
Using Visual Elements: Background, Color, and Text 135
Automotive Industry
R 0
G 0
B 0
R 151
G 171
B 188
R 98
G 101
B 108
R 251
G 202
B 73
With a neutral color palette,
juxtaposing a bright color helps
focus attention where needed.
T!P
Contrast is important when choosing
your palette because projectors vary
and the subtle color differences you set
up on your computer screen can get
lost. Manually tweak the colors while
projecting to ensure they translate well.
The example on the previous page uses images from the agri-
culture industry. By using a color eyedropper tool, the designer
pulled colors directly from the photograph.
Each industry palette can be strikingly unique. This palette built
for the automotive industry plays up the metals as the base
colors, as well as gold. It doesn’t incorporate the paint color of
the vehicles themselves. Using gray tones as the primary color
palette helps the bright colors pop out against the relatively
muted palette.
© iStockphoto.com/Mark Evans, Peter Mlekuz, kativ, Andrew Parfenov
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