ABSTRACT
This chapter describes colour theory, the colour industry, and examines how colour perception can be used to create an emotional impact as well as to indicate meaning. It provides useful information about colour technology, and guidance on how it is applied for print and online. Colour consultancies and designers involved in developing brand colours will consider the psychological aspects, subliminal meaning of each colour or combination, and assess how well they might stand the test of time. Most media companies work with external partners, other businesses and colour information may need to be passed on to other companies. Fortunately, the range of editing features available in imaging software such as Photoshop makes it easy to deal with basic colour issues. It is an important aspect of information design and signal subtle and sophisticated messages that convey the importance of content and influence how readers or visitors perceive the quality of the media product and value its authority.
