A Rainbow Of Emotions: Color Basics


Color is a powerful tool that is more complex than it seems. There are many different theories and aspects that involve color. In order to truly understand color and how to incorporate it into your brand marketing, it is important first to understand the basics of color. Let’s start at square one.

Color Theory

Color theory is a combined set of rules that are creative and scientific. These rules are used by designers, marketers, and surely art students everywhere to decide how to put colors together. Additionally, color theory lays the groundwork for choosing the right colors to communicate the desired message to users. 

Primary, Secondary, And Tertiary Colors

What are Primary Colors? What are Secondary Colors? 

The color wheel is made of 3 base colors, or primary colors: Red, blue, and yellow. The primary colors, when mixed, create secondary colors: green, orange, and purple. 

What are Tertiary colors?

Tertiary colors are when primary colors are mixed with secondary colors. An example of this is red-orange. Tertiary colors create additional gradations of colors on the color wheel — six in total. 

Hues, Tints, and Shades 

Are black white and grey considered colors? 

White is considered a tint; when white is added to a color to make it lighter, this is a tint. 

Black is considered a shade; when black is added to a color to make it darker, it is a shade. 

Grey is considered a tone; when black and white (or grey) are added to a color, it becomes a tone. 

What is a hue? 

Hues: A pure color that is found on the color wheel and has had nothing added to it to change its properties.

Complementary Colors

What are complementary colors? 

Complementary colors are colors that are across from one another on a color wheel. They have a sharp contrast and can be a good way to choose pop colors for branding. 

An example of a color palette with complementary colors: Purple and yellow or blue and orange.

Ask Yourself

This photo features 3 squares on top of different color backgrounds. 

Are all of the pink squares the same color? 

Answer: Yes! 

This is a perfect example of how a background color can skew perception of a color. In the middle, the pink square looks brighter because of the contrast with the dark purple. This is something to keep in mind when using colors or choosing your brand colors. 

Analogous Colors

What are analogous colors?

Analogous colors are any 3 colors next to each other on a 12-part color wheel. An example of this is yellow-orange, orange, and orange-red. Typically one of the three colors will dominate the others. 

Warm and Cool Colors

What are considered warm and cool colors?

Colors are also separated into categories of warm and cool. Red, orange and yellow are considered warm colors, and green, blue, and purple are cool colors. 

Like what you see? Read more from our Blog on marketing knowledge, tips & tricks. 

Photo Tips That’ll Get You Clicks

A picture is worth 1,000 words, right? Well not quite.  Did you know our brain actually processes images 60,000 times faster than it does text?! Everyone loves a good picture and 93% of all human communication is visual. That’s why we’re going to give you some tips on how you can start visually enhancing your company today!

Step 1: Plan, plan, plan, plan, PLAN

Good images don’t just happen, it takes time and strategy. First, make your life easier and try and plan at least an entire months worth of content. Before you go down a rabbit hole trying to think of what to post, start with 1. Who is your audience 2. What’s your objective? These answers will help guide you when creating your content! But now, it’s time to move onto the fun part. Developing your shot list!

Step 2. Prep… A.K.A build your SHOT LIST

This will be your saving grace when it comes to the day of your photoshoot. A shot list is a master outline of each shot (picture) stating what the picture is and what props you might need for it. 

Here’s how you can start to build your shot list: 

  1. State total number of posts you plan to post during the time period you’re planning for. Ex: February- 12 posts total 
  2. Begin to list out individual shots with details/props you may need for it. 
    1. Example: If it’s a shot for Valentines Day, your shot could be labeled like this: 
      1. Shot 1: Valentines Day
        1. Heart Chocolates 
        2. Valentines day card 
        3. Roses
  3. After you take each shot, be sure to highlight or check off that you’ve completed that shot. Photposhoot days are long, so this just helps you know what you captured and/or what you didn’t get to.  

Step 3. Action 

It’s go time! Now that you have a shot list it’s time to take some photos! It’s always nice to have at least one person at the photoshoot to help with setting up shots and bouncing ideas off of. All you have to do now is follow your shot list and capture more than you think you will need because it’s always better to have more photos to pick from.

Step 4: The Editing

This is the fun part! Now that you have all of your photos, you have the option to edit them to best fit your brand! Whether that be from editing them to make them dark and moody, or making them bright and vibrant. There are a ton of apps you can pick from to do this, here are just a few of our favorites:

  1. Adobe Lightroom
  2. VSCO
  3. Snapspeed

We hope these suggestions help you achieve all of the goals you’ve set for this photoshoot. Need any further support or information, reach out to me at jordan@infuzemarketing.com!

What is Full Service Marketing?

Full service marketing is:

Providing every single service you can imagine within the Marketing spectrum to and for your clients.  

Now…that can mean a lot of things and with most marketing firms, it means everything within production and advertising.  But because we at Infuze are not your average/common marketing firm, we take a very different stance/approach. So instead of sharing what the standard agency does for “full service marketing”, we are going to share what WE do for our clients:

  1.  Brand development and brand strategy
  2. Develop and manage all design materials from brochures to catalogs to logos to ensure the messaging is clear and cohesive so no one has to guess who the company is.  
  3. House every single step and piece of marketing communications within a clear storage system to ensure the client has access long after we are gone.
  4. Internal analysis of the company culture and how to add/enhance/change the marketing efforts for the staff and teams so they belong to and with the company brand.
  5. Develop consistency across the board
  6. Refine/create/define ALL messaging, from email blasts, to social media campaigns, to PowerPoint presentations.
  7. Create and integrate all digital and creative technologies together to support the messaging and the brand, from videography/photography to social media to print advertising to the written word.
  8. Advise, guide, consult…on any myriad of subjects….many of which are not considered “marketing”, but to us…definitely are.  Such as organizational structures, how a job description is written to be consistent with the brand, what the interior of an office looks like to support the brand, how the voicemail is recorded to align with the company’s voice, what a good media mix looks like specific to the company (not what traditional tactics state), etc etc etc etc.  
  9. We sit in their space.  Literally. We go to our clients offices and work from there on many occasions so we can be far more integrative to their daily life, which helps us better understand everything about them, their business, their clients, their goals…because to understand them then allows us to develop their marketing from their eyes..not ours.

Marketing today is so much more than what they teach in school and what previous generations did.  Today, it’s “relational” through countless tactics. Marketing touches every single thing in a business from accounting to human resources to client relationships.  

So….full service?  Full service is about what your client needs.  At least it is for us.  

4 Reasons Why Working Remote Is A Game Changer!

If you haven’t already caught on, we’re in the middle of a workplace revolution. Nowadays, 9-5 jobs are news of the past, and working remote has become nothing short of the norm. We are here to tell you why we have found working remote to be so beneficial.  

1. Flexibility:

Things come up, that’s just life. Having the flexibility to work remote allows you to accommodate those last minute curveballs, like having to take your pup to the vet in the middle of the workday.  As long as you plan accordingly and get your work done in a timely manner, you don’t have to take an entire day off to take Skippy to the vet! This flexibility actually ends up benefiting, the employee AND the company. You can  work from home to get those emails answered before you take your pup in. It’s a win-win scenario…even Skippy agrees.

2. Productivity:

Does anyone else agree that those  fluorescent lights in the typical office space will be the death of you? Having the option to work remote in a quiet coffee shop (who are we kidding, no coffee shop is quiet) or even your living room, gives you that custom environment. Now that you are working from a space of your choice, you have no excuse to not be productive. Sometimes all you need is a new environment to really focus and commit your energy and time into to start checking projects off your list.

3. Remote Is The New Norm:

According to the Society of Human Resource Management, “studies show that, by 2020, Millennials will make up 50 percent of the global workforce – and that, also by 2020, 50 percent of all U.S. employees will work remotely.” Hey you, employers, get ahead of the game! With the way the workforce is evolving,  offering remote accessibility gives you the upper hand when it comes to picking your next employee and keeping your current ones! Give your current employees that extra perk, and you now have a larger pool of candidates to pick from when scouting. You don’t have to worry about having a limited number of qualified candidates that are in your region, because they can now work from any state/ region and be totally connected with all of the latest communication softwares! It’s a win-win scenario for both the employee and employer! 

4. Bye-Bye Commute:

Commuting anywhere from 7am-9am is brutal, no matter where you live (especially for the LA folks)! By working remote you save money, time and most importantly, energy! Instead of commuting you can dive straight into work and answering those emails quicker, rather than sitting in traffic. This allows you extra time to  focus, get in your groove and complete all of your projects before 5pm hits. In the end, it gives you more time to be productive and focus on your clients/customers. 

So the next time you try and convince your company why working remote can be beneficial, don’t stress! Use these 4 topics to help give you validation.

If you work remote right now, leave us a comment below where your favorite spot to work is!

Company Playbook  – You Don’t Get a SuperBowl Ring Without One

Years ago, we had a client ask for a vision/mission statement. Then they called and said they needed their “story” told in a way that would make it succinct and impactful.  So, we went ahead developed that.  

Weeks later they called and said “any chance you can craft talking points our sales team to ensure everyone is saying the same thing.  Off we went!   It was only when our 50th new client said “I’m sorry, we either don’t have our brand standards or we just don’t know where to find them”…

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