I’m always amazed to see how affected people are by color. Over the years I’ve learned how color can be such a strong emotive force that it seems to bypass logical thought and indeed this is probably why it’s such a practical tool for brands commercially.

I probably spend a third of my design time in the color phase because this is the voice of the piece. The first words out of it’s mouth. And that voice can quickly change from tonally subtle to complimentary loud, male to female, stark to friendly and thus the phrase: “that color screams”.

As with song, a lone voice may cry out in a one color kind of way but with the addition of other voices a choir of depth and dimension is gained. Ask yourself sometime: “how would that print look with 8 colors rather then 2?”

To every product, season, and gender there is a different need, a specific tone to convey so it’s important to explore deeply into colorways and map out for others the myriad possibilities of hue and tonality. Within each shape lie the seeds of many voices and properly watered you may find a whole new chorus waiting.