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The different designs' colors have to be carefully chosen. Every color communicates a message, has a relatively stable meaning, and the person who looks at it fells specific sensations. That is why choosing colors is a delicate task.

The different tones used in a certain design will tell a lot about it, and will have a great effect on the recipient. But we have to bear in mind that colors do not have a specific meaning like words, and that is why it is essential that the design leads the recipient to understand the meaning we want from colors. Colors have to be treated in a special way so that their meaning remains clear.

There are no regulations for colors' meaning, and there is no dictionary where you can look for the color and read its meaning. However, the meaning is rather conventional: no one would say black is a cheerful color. Many times, colors get meaning due to their recurring use to signify something. For instance, the recurring use of lavender has a clear meaning: calmness. When choosing colors, you should consider these standards.

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As regards medicine, there are two colors that should be carefully used: red and black. These two colors have a negative connotation in the medical field -they respectively symbolize blood and death. This does not mean that they cannot be used -to take an obvious example, the medical cross symbol is red-, but they should be carefully used. When using red, the design has to prevent the recipient from relating this color to blood, as blood is related to a problem in the medical field. The same happens to black.

Other colors, such as white, are typical in medicine and are no risky at all. White is related to the physician's coat, and to asepsis and tidiness. As regards meaning, white has no difficulties. However, as regards technique, white designs may go unnoticed.

From a technical point of view, as regards colors, when you order a Logo for a Web site or for a TV ad, and then you want to place it on a business card, you will see a difference. This is because digital mediums use a color palette called RGB -red, green and blue-, which is wider than the one printers use. Machines that print on paper, fabric, plastic, etc. use a color palette called CMYK -cyan, magenta, yellow and key (black). As the RGB model is wider than the CMYK, the colors we see on TV or a computer monitor cannot be produced by a printer. So designers transform RGB colors into CMYK so that they can be printed. Due to this transformation, colors change -the change degree depends on the transformed colors. This transformation is usually unnoticeable just by looking, and it is inevitable: even mega corporations have to put up with it, because there is no other way to do it.


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