Communication is the key to successful marketing. That starts with the agency and the client, the graphic designer/art director and account management to get it right. Speaking the same lingo helps. Since the GD/AD invested in years of expensive art school education to become the consummate professional that they are, it’s probably best to use the terms they learned.
When it comes to design problems, choosing a color palette for your brand can be one of the most challenging aspects of logo and style development. Color says a lot about who your company is, it establishes an instant perception before you get a chance to tell the story of who you are.