From notepads to iPads and textbooks to Facebook, technology and the way we receive information is shaping the way companies execute efficient marketing strategies. In response to the introduction of the smart phone and the exponential growth of social media users, digital marketing has become a vital part of effective marketing tactics. With each new social media platform comes the decision for a company on whether it will use the platform towards advertising efforts or make it the source for sharing the company’s brand.

Color can be a powerful marketing and branding tool when used correctly, but how do you actually know when to use what color? This infographic, designed by Fletcher’s Creative Director Andrea Truan, reveals the strategy behind choosing the right color to complement your company’s brand identity.