Of all the forms of non-verbal communication, color is the most instantaneous method of conveying messages and meanings.

Color stimulates and works synergistically with all of the senses,symbolizes abstract concepts and thoughts, expresses fantasy or wish fulillment, recalls another time or place and produces an aethetic or emotional response.

Much of the human reaction to color is subliminal and consumers are generally unaware of the pervasive and persuasive effects of color. The psychological effect is instantaneous as color stimulates the sense and exerts its power of suggestion. The power that color wields is seen at every level of communication: in corporate identification and logos, sinage, advertising on television, billboards, in print media, web media and packaging, on the computer and at point of purchase.

Hue: Color and hue are synonymous and can be used interchangeably, Red, yellow and blue are the primary colors. Green, orange and violet are the secondary colors and tertiary colors are a mixture of two secondary colors.

Saturation: The intensity of a color is described as saturation or chroma. Saturation is determined by how little or how much gray a color contains. In its purest form a hue is at maximum chroma; these are colors that are not "grayed." They are described as: clear, pure, brilliant, bright, rich, bold, vivid and/or true. The grayer or more neutral a color is, the less its saturation. Less saturated. Less saturated colors are described as soft, muted, subtle, toned-down, misty, dull or dusty.

Value: The lightness or darkness of a color is called its value. Lightened values are tints, darkened values are shades and medium value colors are described as midtones. A variation in the light to dark arrangement or design is called a 'value pattern." Keeping the value pattern minimized within a limited range creates an understated, subtle and restrained look that is seen as calm an quiet. Colors close in value have "soft edges" between them, while excitement and drama are suggested by sharp changes in value.