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The worst part of the pretty color fallacy is that it promotes subjective feedback in brand design decision makers such as “it’s not pretty” and “I don’t like it.” Everyone is entitled to their opinions on color. Pretty-for-pretty-sake colors on their own will not support a business strategy preferably, the colors chosen are chosen because they will attract a particular type of customer, speak to brand personality, support brand differentiation, and for many more reasons. They might speak to your target market or support your message. The right decision for the brand might mean choosing colors that you do not personally find attractive. But this does not carry over when selecting colors for marketing.
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Picking colors you find beautiful is essential when you choose colors for your home décor. Some think this is the only consideration. Most people believe the most important consideration when choosing colors is if they are pretty. It is possible to select a great pallet for a brand if you have a handle on the six Cs and being committed to picking something special. You have to be both an analyst and an artist while choosing colors.
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There are six considerations when choosing colors:ġ | Context: where and how the colors will show upĢ | Competition: the relationship with the colors of adjacent brandsģ | Culture: the meaning of colors within a cultureĤ | Contrast: choosing multiple colors that work togetherĥ | Color gamut: whether or not a color is replicableĦ | Company: the fit with the people of the organizationĪ professional designer should know the culture and color theory required to choose appropriately. The goal of color choice should be strictly on attracting the desired people, not on personal preference. A study shows that more than half of a person’s assessment of a brand is based on color. Considering context, competition, culture, contrast, color gamut, and company to choose the best colors for a brand.Ī brand’s choice of colors can help engagement and send signals.