Choosing the right colour is very subjective

Colour in design is very subjective. What evokes one reaction in one person may evoke a very different reaction in someone else. Sometimes this is due to personal preference, and other times due to cultural background. Color theory is a science in itself. Studying how colors affect different people, either individually or as a group, is something some people build their careers on. And there’s a lot to it. Something as simple as changing the exact hue or saturation of a color can evoke a completely different feeling. Cultural differences mean that something that’s happy and uplifting in one country can be depressing in another.

Colours can be misrepresentative or ‘wrong’, even if they’re not “ugly” in their own right.

Professional logo design always considers colour theory, which is the science of how humans perceive various shades.

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