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Terry Doland, Owner
Communicating via visual means is central to the selling process. Imagine trying to explain your product or service without having the assistance of a brochure, a display ad or a web site. Think how difficult it would be to differentiate your product from others on the shelf without attractive packaging. All buying decisions include some amount of emotion – how would you quickly evoke emotion without the assistance of images?
Visual communication is a process that uses investigation, analysis and planning to identify a communication requirement as a first step in designing something meant to be seen rather than heard or felt. Visual communication is a broad discipline that uses graphic design, drawing, illustration, typography and color to convey a thought, to inform, to educate or to persuade a target audience.
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Additive and subtractive color models use two different bases to create color. Additive color uses the primary colors found in light (red, green and blue) and adds them together (i.e., combines them) to create all other colors. White results from combining red, green and blue light in equal intensities. The secondary colors of additive color are magenta, yellow and cyan.
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Color correction: altering the color of a photograph or other image by electronic retouching.
Color tool, color picker, or color chooser: a software utility used to select colors to create color schemes. Often found within graphics software or online.
Commercial art: art created specifically for commercial uses. Includes advertising, illustrations in magazines or books, logo design.
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Putting your company’s printed documents on your web site is a popular and convenient way to make information available to prospects and customers. The process of converting a file created for print to one that will load quickly and display successfully on a web site is called repurposing.
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As businesses increasingly go cross-media for marketing and sales promotion – meaning they combine traditional print with electronic media for reaching out to customers and prospects – there’s a whole new vocabulary developing to describe the process. One of the new terms is visual communication.
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Here is some color terminology to help you describe to us the color characteristics you are seeking.
Hue is the color name.
Value is the lightness or darkness of a hue.
Tint is the result of adding white to a hue.
Shade is the result of adding black to a hue.
Learn more color terminology