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