ColorWise by Kate Strachnyi

Author:Kate Strachnyi
Language: eng
Format: mobi
Publisher: O'Reilly Media, Inc.
Published: 2022-11-21T00:00:00+00:00

Figure 5-5. Two bar charts demonstrating how the use of red might trigger negative emotions even if they are brand colors

Brand identity is just as important as the brand’s colors and can make it a lot easier to pick which complementary colors you want to use in your data visualization. If your company mission statement is big on innovation, toss in some orange. If you’re selling trust and historic reputation, consider blue. Don’t just settle for the standard colors, though; work on tints and shades that pair up well with your brand colors. You also need to consider contrast between your colors and between the ones you use and the background so that anyone can read and distinguish them. Contrast goes beyond crisp colors, however; it also is vital for people who are visually impaired or have low vision.

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