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. 

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.  

A Note From Our Owner: Buzzwords That Should Die

I’m pretty sure it’s just because I’m over the age of 30 (okay… 40….. or….), but Buzzwords are this thing in business that resonates with me like a mosquito that shows up on a muggy day and won’t go away. No matter how many times you swat at it and try to squish it. Often, I find myself wondering how they even get started? Then, I find myself wondering how long we have to suffer through their longevity. Last, I’m reminded that even though they go away for a time, they often come back around… once people have forgotten them… as if they were some new hip original term… and we have to go through the whole process again.

Just to be clear, I’m all for coming up with new and innovative ways to say or state something (I mean, of course… I’m a lifelong marketer), but there is so much information showing up on the “digital highway” that I quite frankly can’t keep up with, I’m really starting to miss the old adage: “Just say it” (or as I like to say “spare me the rhetoric and get to the point”).

Here are a few words I’d like to see go away… at least for now (wishful thinking…I know): Read more

Part 2: All About Influencer Marketing – 5 Key Reasons Why Your Business Needs Influencers

Marketing Buzzword of 2017: #Influencer. Influencers have taken over the digital marketing space this year. If you’re on the fence about whether or not partnering with an Influencer is the right move for your business, here are the 5 reasons why you need to tap into this marketing magic:

1. Authentic Content

Influencers have the ability to take your product or service and present it to their followers in a way that is authentic, original and on brand. Say goodbye to the stale and dated online ads and pop-ups. Within the social media space, the lines between original and paid content have been blurred – so much so, that most paid Influencer ads fit seamlessly into the feed.

Read more