Tips on choosing the right color for graphic design projects

Color Terminology

Hue refers to the color name.
Value is the lightness or darkness of a hue, ranging from white to black on the value scale.
A tint is made when you add white to a hue. A shade is made when you add black to a hue.
Intensity (chroma) is the brightness or dullness of a color. We refer to the strength or weakness of a color, depending on the saturation of color. Full saturation refers to the hue at full strength. When a pure hue is mixed with another color, it becomes grayed.

Color Harmony

Colors can be combined in various ways, but the three most common color harmonies are monochromatic, analogous and complementary.
Monochromatic harmony is developed around one hue. This could mean variations in value or intensity of one hue, such as light, medium and dark blue. Monochromatic schemes are easy and restful, but can sometimes become monotonous.
Analogous harmony refers to choosing colors that are close to each other on the color wheel. An example is yellow, yellow-green and green. This produces a restful effect and is less dramatic than the complementary color scheme.
Complementary harmonies are colors that are opposite each other on the color wheel. They tend to be dramatic, such as the red and green Christmas color scheme. Complementary colors intensify each other and tend to be bold and attention-getting.
Another way of combining colors is through the use of value. Value, the lightness or darkness of a color is a great harmonizing factor in your color choices. Different colors have different inherent values.

Color Temperature

Psychologists divide hues by those associated with warmth and coolness. Warm hues include the yellows, oranges and reds. These hues accelerate the pulse, increase body temperature, and indicate an extroverted emotional response. Cool hues include the blues and violets, and are perceived as receding, tranquil, and passive.
TAdvancing and Receding Colors
Warm, or advancing, colors appear closer than they actually are. Saturation also affects how close a color appears The more intense a color, the more advancing it seems. Cool, or receding, colors make objects appear farther away than they actually are. These include blues and violets.
Here are a few color rules:

Warm colors appear larger than cool ones and seem to be moving toward the viewer. Cooler colors recede into the background.
Pure primary and secondary colors draw the eye toward them and attract attention.
To create unity use one color with tints and shades of that hue or colors that contain the same hue. (These colors are located next to each other on the color wheel.)
To draw attention to images or type don't use a color too close to black.
Try not to think of black and white as colors but as neutral space.

Evaluating Color Choices
Since color has a huge impact on perception, it is wise to carefully evaluate the message of the work and to make sure the colors convey that message.