We are often asked by clients to design content, interfaces and materials that are suitable for a particular professional market or audience. Colour is a key component in this endeavour. Have you ever noticed how particular industries generally use one or two colour ways. For something that is a medical brand blue is often as a key colour as it is calming and seen as clinical, green is used for eco friendly companies, orange seen as happy is used by sales and entertaining companies such as Amazon. Mood is conveyed to the user or client via use of colour and it’s really important to be aware of the cultural differences for example red may be seen by British people as a warning colour signifying danger but in Chinese culture it is seen as lucky. So bear in mind as always the audience before you setup your palette.