Design is of vital importance to almost every visual aspect of the world. In business and advertising, a company's experience and the way it presents itself with design is crucial to helping the company attract consumers and generally helping it to evolve. In fashion, the design of a garment is essential to attract consumers to purchase the product. Through the use of different techniques, the effectiveness of design in today's world contributes to its impact. The most critical aspect of design to conquer is notably the choice of color. The color palette of a design is what can sell the company or product to consumers. The most important step in choosing a color palette is finding the right base color for a color palette, as it forms the basis of any color palette. The base color represents the mood and meaning of the overall design and determines the user or consumer's first impression of the company or product design (Build a Color Scheme: The Fundamentals, Cox, 2012) . Once a base color is selected, a color palette can be selected using the color wheel. There are different color schemes to choose from, such as monochromatic, complementary, triadic, tetradic and the like. A monochromatic color palette is constructed using different tints and shades of the same color. Monochrome color combinations are simple to manipulate in a design because they tend to be refined. Complementary color schemes create powerful contrast by using two color families opposite each other on the color wheel. Complementary color combinations are popular in advertising because of the high contrast and visibility they provide. Triadic color schemes are based on evenly spaced hues along the color wheel in which the...... middle of paper ......alignment-principles-in-graphic-design- with-examples>.Chapman, Cameron. A crash course in typography: the basics of typography. March 28, 2011. Retrieved April 8, 2014. .Ciotti, Gregory. “The psychology of color in marketing and branding.” August 6, 2013. Archived from the original on March 13, 2014. Cox, Patrick. Building a color palette: the fundamentals. September 17, 2012. March 3, 2014. Impact of color in marketing. March 2006. March 11, 2014. .Loyd, Jeremy. Understand the typographic hierarchy. April 8, 2013. April 4 2014. .