138 slide:ology
Case Study: BzzAgent
Limiting an Energetic Palette
Take care in selecting images.
Have your color palette open
while searching for images
online. That way you can
ensure that the images work
well with your palette. Also,
when shooting your own pho-
tography, have your models
wear a wardrobe that comple-
ments the color scheme.
To harness the power of word-of-mouth marketing,
BzzAgent created an infrastructure that enables con-
sumers to share their honest opinions about products.
Because their business model relies on attracting people
who are brand loyalists as well as energetic commu-
nicators, their visual identity—and their color palette
specifically—must take a proactive and energetic stance
to reflect this.
Using Visual Elements: Background, Color, and Text 139
It’s possible, but extremely challenging, to create diagrams in a palette with only two colors.
Adding black sparingly helped emphasize important points by increasing the contrast.
For diagrams and illustrations, the designer needed to
select additional colors but use them sparingly. The two
colors in their existing palette plotted on the wheel as
almost an analogous palette because they’re so close
on the color wheel. We used those colors as a starting
point. In an effort to continue to constrain the colors for
dramatic appeal, we decided to keep all the colors on
one side of the color wheel and select every other color
on the wheel (in various shades and tints). We made sure
that the new colors played a secondary role to the two
colors in the core palette. Beware of visually overwhelming
your audience by giving equal value to all colors.
Here’s how the palette
plots on the color wheel.
Selecting colors from one
side of the color wheel
ensured contrast and
color harmony.
R 255 G 187 B 0
R 150 G 211 B 51
R 0 G 195 B 201
R 255 G 92 B 0
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