One of the most difficult decisions one would do in his or her life time is what colors to use. Surprisingly, people spend hours on what colors they would choose for their brand new car. Some would give their partners a cold shoulder because of an argument over the color of their bedroom. Others would consult the color wheel to choose which colors match which. It goes without saying that choosing a color can be both nerve-wracking and intimidating.

Now apply this situation on marketing collaterals like flyers, brochures or hang tags and you would double the upsetting effect of color selection. This is because for collaterals, you have to be precise with your colors. There is no one color unlike for a car you just choose from among five or six solid colors. But for or brochures, a variety of colors are used to achieve a desired effect.

Learn these guidelines and hopefully, it will make it easier for you to decide on how you would use colors on your marketing collaterals such as your :

1. Limit the use of colors. Yes, you heard that right. Use colors sparingly. A brochure or with a variety of colors may have two effects. First, the interplay of colors might make it vibrant. On the other hand, this may also cheapen the marketing collateral particularly if the colors do not complement each other. So to be on the safe side, use colors sparingly. In fact, experts would suggest that you first design your projects in black and white then add color from there. Do not be afraid of gray areas, sometimes it would work to your advantage. Anyway, the absence of colors evokes a feeling of nostalgia or enigma.

2. Avoid wide swaths of bright and strong hues. Wide areas covered by strong and very vibrant shades can actually stress the eye making it uncomfortable for the reader to focus. For instance, reds and violets next to each other on can wear out the eyes. The approach should be to mix the strong colors with the subtle ones. The interplay can actually help the readers focus. Try baby colors or earth tones with dominant colors.

3. Colors will change. A color will not appear exactly the same after printing. Depending on the printer, colors can dramatically change. This is caused by an effect known as 'simultaneous contrast.'

Choosing a color scheme can be unnerving. If confronted with a situation, just remember this piece of advice: stare at it. Then ask yourself if the color's effect is what you would want for your collaterals.