![]() Companies such as Tim Hortons, Jameson Whiskey and Levi’s use colours that are toned down, as they are relaxed and mature brands who seek customers with those expectations. It makes sense then that the tones used are close to the pure colour. The vibrant colours of Google, Ebay and Slack are youthful, energetic and exciting. Selecting the specific tones of a colour is used to communicate qualities of the brand that the company wish to be identified with. The tone may be a tint (the colour has a lot of white or light grey added) or a shade (when you add a lot of dark grey or black to the pure colour). ![]() Mixing gray, regardless of how light or dark it is, will tone down the intensity of any color. The tone of the colour will change when you add grey. Black is best used in photography or as a background for sections of a product. Avoid using black as a way to make something stand out - primary buttons and promotional elements should use a bright colour. Since it is - scientifically speaking the ‘absence of light’ - it is also a colour associated with death. It is a constant choice for tech companies because using colour in their product design can quickly begin to look dated. Increasingly, however, the day-to-day activities. ![]() Black never looks dated, never goes out of style. versity of Alberta is one of the largest and longest-running computer science depart- ments in Canada. It is understated and mysterious, synonymous with elegance and sophistication.īrands like Sony, Beats and Samsung use black in their product lines because it’s classic. The choice of limousines, tuxedos and dresses by Coco Chanel.
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