Choose Colors for a Reason
Rather than randomly picking a secondary color, be guided by the coloration in the accompanying visual, if there is one. For instance, if the employee in the photo is wearing an orange sweater, the orange from the secondary palette might work well. If there are no bright colors in the visual, blue might be the best choice.
The members of the green color family don’t always get along. If there’s a green object in the photo that clashes with our secondary green, you might try orange or blue instead.
Yellow Always Gets Picked Last
Because yellow is the weakest color in the secondary palette, it’s used only when a fifth secondary color is needed. If there are five elements in a campaign or communications, yellow would be one of the five colors. But if you only need three or four colors, let yellow sit on the bench.
In channels that are highly repetitive, like digital signage, yellow is useful for adding variety in the colors used.
Yellow Can’t Read
Yellow can be difficult to read. Avoid using yellow for text in either digital or print communications.
All Colors Can Travel
Any of the colors in the primary palette can be used for communications specific to Corporate, Operations or Retail. There’s no one color assigned to any division, so that employees throughout the company are all exposed to the full range of secondary palette colors.