Understanding Color Theory will help with your brand. It can even increase sales. Colors create a mood or invoke an emotion. It creates a semiotic response. It creates brand recognition.
Complementary Color
Colors that are directly across the color wheel.

TONES
Whites and blacks mix with colors.

Tints
Whites and mixed with colors.

Shadows
Blacks and mixed with colors.

Analogous
Three like colors from color wheel
