Color selection is extremely important. And professional designers don't choose colors that 'look pretty'. Colors have meanings; colors evoke moods. Color has been the subject of many expensive and extensive research projects. Colors can also fool you.
Colors mean different things to different people. White, the symbol of purity in the western world, signifies death in eastern cultures. Purple, often associated with royalty and wealth, is the color of mourning in Thailand.
Color can play tricks. See the image on the left. Our perception of colors depend on the way we see them in relation to other colors. The central square in both crosses is the same color. The square that appears gray in the left cross' center is the exact same color as its counterpart in the right hand cross. If you don't believe me, and I understand if you don't, print the image. (Click on the image to enlarge it and them press the control key and p).
Now, indulge in a little origami and fold the paper until the two squares are together. Yes, they are the same color. And yes, they look totally different when you look at the image above.
See the dots in the image below. Of course, you know what's coming now so you probably realize that again, all the dots are exactly the same color.
Apart from the fact that this is extremely interesting, it also shows that color decisions need to be made allowing for the fact that a color may not be seen in isolation. If, for example, your business cards are going to be green and gray, don't insist on Pantone colors without seeing the effect when the two colors are together. Trust your designer.
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