Psychologists have suggested that colour impression can account for 60% of the acceptance or rejection of a product or service. As the first thing noticed and the last thing forgotten，colour is considered to be one of the most effective visual elements to identify a company or brand. The consistent and appropriate colours chosen are important to create a strong and successful visual identity work; conversely, some colours and colour combinations could be confusing and should be avoided to use. These outstanding works selected from around 50 talented design teams or independent designers worldwide were categorized according to the colour shade and colour tone, including corporation, brand and events design works. These works with amazing colour palettes featured in the book will take you lots of inspiration to choose colours and create your own works.