Brodovitch was sensitive to the fact that color was relatively new in magazines, with laborious preparation and high costs. By using process or second color inventively, Brodovitch was able to give the magazine an added sense of currency and luxury. He applied color to his layouts expressively, often choosing to use colors bolder than might be seen in the real world. Even after full-color reproduction became standard practice, he still used broad swaths of single colors for bold emphasis.