Resources

COLOR PSYCHOLOGY

Is there such a thing as color psychology? Absolutely!
Colors influences our perceptions and thus our feelings and emotions towards what we are
looking at. In other words, what are your customers feeling when experiencing
your color branding?



COLOR MIXING

When selecting colors to mix and match, keep in mind HIGH CONTRAST= HIGHER VISIBILITY. You want
your viewers to be able to read your content easily and fast. Below are just a few suggestions of great
color combinations. There is some real chemistry between these colors!



VECTOR VS RASTER

Vector Graphics: Image created using mathematical lines and curves.

Raster Graphics: Image made tiny squares (pixels) with color information.

Vector Graphics

Most common on Logos, Fonts and Illustrations

Cons: Limited Effects

Pros: Editable – It can be enlarged as big as an elephant or larger

Popular Formats: ai, eps and pdf.

Raster Graphics

Most Common on Photographs

Cons: Large Files – Blurry When Enlarged

Pros: Effects

Popular formats: psd, jpg, png, tiff, bmp and gif.

Note: If you are providing Artwork file please make sure to add 1/8″ bleed all around for anything smaller than a
sheet of paper. For anything larger please add 1/4 bleed all around. Before you start designing make sure that
your work mode is CMYK. If providing Raster file make sure it is 300dpi (Resolution: Dots per Inch). This is so we
can ensure you will receive the best quality print.



FONT TYPES

Selecting between millions of fonts is a very difficult task but knowing the message that each
font is telling your customer can help you pick one a lot easier and faster.

Stick to a maximum of 2 -3 fonts. It is hard for the eye to scan multiple fonts. When you have
too many fonts it becomes distractive. Remember you only have a few seconds to impact
your customers.



CMYK VS RGB COLOR MODES

CMYK (Cyan – Magenta – Yellow – Black) Most common printing mode

RGB (Red – Green – Blue) Most common for web graphics such as your website



WHAT HAPPENS IF I PRINT A RGB FILE?

There will be a huge color variation in colors. We recommend working on CMYK to be able
to print colors as close as possible.



SIMPLE AND TO THE POINT

The purpose of a sign is to let your potential customers know 4 things.

Who you are – What You Do – How are you different – Where to reach you

Most Signs are to be seen while driving and from a long distance. You only have a few
seconds to get noticed, for that reason keep it sweet and to the point. Don’t put all 5 different
phone numbers, don’t tell them the story of your business… instead be very specific and tell
them exactly what they MUST know.

Avoid using script fonts as much as possible.


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