Pastels suggest a clean, feminine, soft image, like that of Clinique cosmetics. FedEx , for example, uses orange and purple for branding. Low-contrast colors tend to be subtler and visually quiet, even when intense shades appear together. If you like the look of strong colors but don't want them dancing in front of your eyes, use low-contrast accents to create a solid, confident effect. Christian Dior uses this approach to convey the sense of classic haute couture.
Colors can incite a strong response and, when mixed, they can create an even stronger effect.
McDonalds' use of red, orange and yellow creates a lively reaction in the viewer by mixing several colors. Conversely, by narrowing the palette to a single color, you can keep the effect simple and classic. Elizabeth Arden uses a high-energy color, red. But by keeping the color scheme simply red, the company conveys the brand value of understated elegance. After you've chosen a palette with color, contrast and depth, it's time to think about the font.