Why That Coloro Blog Image

Any number of factors can influence the selection of colors for a client project. Kim Smith, our art director, explains that it’s never just a random process.

“We follow color trends, but never choose a color because it’s trendy,” Kim says. “We consider the project lifespan. If it’s a one-time piece that doesn’t have longevity, a trendy color that really pops may be a great solution. If it’s something that sticks around, it may be best to go with color choices that stand the test of time.”

A client’s corporate colors also can affect the choice.

“There has to be compatibility with their corporate colors—or at least not an unnecessary clash,” Kim says. “You want a friendliness among the colors you use.”

Ultimately, color makes a statement. Sometimes it’s a whisper, sometimes a shout. We believe our color decisions are thoughtful, inspired and strategic…always the right color for the job.

For a look at how we use color creatively, check out our “What We Do” section.