March 9, 2006
Feeling the Spring Colors
How do I know what colors to use?
Well, I like to think of color in a mostly scientific way, but there is also something instinctual about it too. I tend to approach it the same way I generate all ideas;- identify requirements and objectives
- find and review resources vigorously
- do something unrelated, preferrably somewhere inspirational, and wait for epiphanies :-)
- begin drafts of solutions and document all ideas
- eliminate until best solutions come forward
First, I take a look at requirements for a design and its colors; some scenarios require a limited set of colors (i.e. Coca-Cola red or United Airlines blue) be used, with a few complementary colors for function and flavor. In cases where color decisions are made with each campaign or season, there is more pressure to create a color palette that will be a sustainable system across all mediums (i.e. catalog, web site, ads, direct mail, etc.), will work with the "big picture of color" somehow (refer to your instincts), and will play nicely within a larger brand. So while color appears to be fun and easy, it's actually tough, yet rewarding, work.
Next, I scour raw resources to help build up the aforementioned 'instinct'. Some old haunts are the fashion books and web sites, and of course keeping up with all the current design awards and periodicals. Latelely I've found inspiration in the color palette of a cartoon, another in a wallpaper book, and another from a photographer's cues and backgrounds. And of course there are the scientists of color at Pantone. They have a nice spring 2006 fashion color piece[pdf, 1.3mb] that (in my humble opinion) does a good job of hitting the mark this season.