When it comes to branding, color means much more than just simply red or blue. Color is part of the system that ultimately represents your company across various platforms. There are thousands of shades and variations to choose from, and each can send a different message.

The integration of color usually takes place during logo development. Thought must go into which hues are chosen and what they say about your company. Using earthy colors like blues and browns can represent your passion for environmentally friendly practices, while purples and golds can signify regality.

After the general ideas of of color selection are in place, the next step is to solidify them with Pantone color books. Color books are similar to paint chips. While paint chips allow a homeowner to know what their paint will look like once it is dry on their walls, color books allow graphic designers to know what colors will look like when printed. There are two main types of books that designers consider when deciding final colors, process and solid. Each have pros and cons that should be considered by designer and client before printing takes place.

Process colors consist of a mixture of CMYK (Cyan, Magenta, Yellow, and Black) inks. The perks of using process colors are that almost every printer can produce them, and at a low cost. A flaw that can occur using process colors, is that your materials may not look exactly the same every time you print them. Variables that could affect consistency include which company you use, and printer calibration.

Solid colors, aka spot colors, are solid inks that must be pre-orderd, producing a more costly bill. Another downfall is that there are limited print shops that have the ability to use spot inks, so running to Staples or Kinkos would not be an option. The main perk of using solid colors is the peace of mind guarantee that your colors will match amongst your printed materials.

It is a good idea to get a proof of your colors before any final decisions are made. Printing large squares of color will provide a better idea of what you can expect to see, as the books often only display small sections. Once your proof comes in and you are happy with your decisions, you can use them for all of your printing and electronic needs. Pantone colors can easily be converted to hex colors, which is the standard for digital media. Be aware that when you look at colors on your computer monitor, they will not be identical to the printed version. Everybody’s computer screens are calibrated differently, so there is no way to assure completely accurate digital viewing.

As you can see, there is more to choosing your corporate color scheme than merely stating red or blue. In reality, you will end up with something that looks more like this: DS 102-1 C and DS 213-1 C. At RT Marketing we work with our clients every step of the way to create branding that best suits their needs, and color selection is an important part of that process.

Here is the second installment of tips for better photos. In this post we will discuss a few simple lighting tips to keep in mind.

Photo Tip #2 – Lighting

Low and poor lighting is a common issue. Indoor photography is difficult and room lighting doesn’t help. In fact, florescent lights add a greenish-cast to your images and bright lights make harsh shadows. Plus, if the light is too low, your images will be grainy.

The first thing to keep in mind is try to use a tripod. This is an important part of low light photography. In low light, the camera shutter needs to stay open longer to get enough light and typically results in camera shake. With a tripod, you can get good shots if you subject isn’t moving.

If your camera has the ability to adjust the aperture, try setting the f-stop to a lower number. This opens the aperture wider and requires less light but it does shorten the depth-of-field, making items in the distance blurry.

A flash can be helpful but keep in mind they usually only reach 10 to 12 feet and will be bright on close items while never reaching distant ones. A flash can also change the color/tone of a room as well as cause harsh shadows and bright spots. Your flash can be very useful but use it wisely.

Use as much natural lighting as you can. Try different times of day, different positions in the room and even opening an exterior door as well as curtains or blinds, to get the best lighting. Of course outdoor shooting gives you the best lighting but bright sunny days can also cause harsh shadows and dark areas where you can’t see any detail. Clouds act as natural light diffusers and help you to capture the most detail in your subject.

Did you read Tips for Better Photos (Part 1)?