associated with purity. These associations and differences can be useful in making unusual connections or changing perceptions d(!pending on the design context.
Design by Alan Fletcher, UK/USA
Left: The distinctive colour choice and minimalist packaging design for Apollo lager deliberately breaks away from traditional beer packaging to coolly reflect the product name and the associated space travel theme in a memorable, understated way.
Design by Cahan & Associates. USA
It is impossible to provide a set of rules for particular harmonious colour combinations since these changes according to different environments, fashions, and culture. The designer may consider setting up disharmonies as a way of creating shock or provocation, which may be a perfectly legitimate way of communicating a message.
Graphic art software provides tools for selecting and mixing colours in a variety of models. These give the designer unprecedented control over colour creation and usage (see Colour). The hue, saturation, and brightness (HSB) model is particularly useful as it enables the creation eitl1er of different hues of the same brightness and intensity or of varying intensities or brightness of the same hue.
Designers should be aware that their colour perception can be affected if they set strong background colours for their monitors. Large areas of colour and poor lighting in the working environment will have a similar effect on perception. It is advisable, therefore, to set the monitor to a neutral grey when working intensively with colour, and to paint design studios in neutral colours.