How often have you seen something - either on the web or in print - and thought, "that really doesn't appeal to me.
" More than likely, it was the color(s) that gave you this unwelcoming feeling.
Color is a vital part of your business image.
It generally starts with your logo or company name and expands from there.
Most people know about the color wheel.
If you need a refresher, search on the web for "color wheel.
" There are two options when choosing colors: Go with your gut.
You probably know what colors you have always liked.
Start with those and toy around with how they fit the image and message you're trying to send.
Listen to your gut instinct (if you're tapped into it) and/or ask others their opinion.
You'll know the right scheme when you see it! Use a defined color scheme.
In case you don't remember this from high school art class, here's a quick review:

• Monochromatic.
  This is a single color that varies by lightness and saturation.
  While this scheme looks balanced and visually appealing, it is not as vibrant as a complimentary scheme.
  
• Analogous.
  This is two colors that are adjacent to each other - e.
  g.
  , orange and yellow.
  This scheme has a rich look but, again, is does not have the vibrancy of the complementary scheme.
  
• Complimentary.
  This is also two colors; however, they are opposite each other on the color wheel.
  Red and green are a good example.
  Anything you do in complimentary colors will be an eye catcher.
  The "gotcha" with this scheme is that you have to worry about warm and cool colors and their effect on the overall image.
  Try selecting a cool color first (e.
  g.
  , blue), and then use a warm color (e.
  g.
  , orange) as the secondary color.
  
• Split Complimentary.
  Now we're up to three colors.
  This scheme uses two complimentary colors and adds one more color that is adjacent to either of these colors on the color wheel.
  Using the color wheel found at the link above, a split complimentary combo is red/green/yellow-green.
  While you'll get some strong contrast, this is a tough one to use if you're not a color expert.
  
• Triadic.
  With three colors again, these are equally spaced around the wheel -e.
  g.
  , red, blue, yellow (the primary colors).
  If you decide you want three colors (and it's generally recommended you only use 2 for a logo), this scheme is going to give you both high contrast and balance but it can look garish if not used properly.
  Again, probably not a good choice.
  
• Tetradic.
  Known as double complimentary this is two sets of complimentary colors (two colors opposite on the color wheel) totaling four colors.
  A tetradic scheme might be red, green, yellow, and violet.
  Do I need to tell you to stay away from this? Only a color professional should even work with this scheme.
  For what you're doing, it's going to take you down a path you don't want to go.