Television news come in a varietal rainbow of colors, each with its own advantages, disadvantages and effects on viewers.

Blue is one of the most common color schemes used. It’s a solid choice since blue is a relatively neutral color, is complementary to human skin tones and doesn’t have any strong emotional charge associated with it.

Red is another common base used in news graphics. Red is an active, vibrant color that is a great way to convey a sense of action or urgency. Stations looking to emphasize breaking news or fast-paced coverage may find red to be a good fit, though, if used correctly, red doesn’t always have that effect.

Like red, orange also has an energetic feel, but can be a bit more approachable since it isn’t quite as harsh of a tone. However, it’s still a good fit for action-packed news branding. Oranges mixed with yellow and golds are often a great choice for morning graphics since they are reminiscent of sunrises.

Purple is one of my personal favorite colors to see in news graphics. Rich, bold hues of violet are a great alternative to blue and still lend a sense of sophistication and elegance. Combining purples with splashes of golds and reds is often very effective.

Green isn’t seen often as a dominant element of news graphics, though it’s not unheard of. Because of this uniqueness, it can be a good option if your station needs to stand out in a crowded market. However, this color does need to be used with care. In general, darker, richer tones work better since they don’t conjure up reminders of unpleasant things we won’t mention here. However, a lighter, mint green is also worth considering and may be especially effective for lifestyle or morning graphics.

Like green, yellow is also a tricky color to work with. Extremely bright shades can be a bit off-putting, but golds or pale shades may be a good option for a unique look.

We’ve been seeing more and more use of white as a dominant color scheme lately. When combined with the right design elements, white creates a clean, modern look that can definitely be eye-catching. The brightness of the color, however, should be considered carefully and may need to be toned down with some subtle blending of other colors.

On the other end of the spectrum, black as a color base can also have the same effect, though with a bit more richness than white. I haven’t seen many graphics packages that use black as a base, but mixing in some subtle color washes, semi-transparent glass elements or shimmer effects could be an interesting concept to see more of.

It’s important to remember that just because a competitor uses a particular shade of a color doesn’t mean you can’t use another. For example, blues can run from rich, royal tones to lighter tones or even teal. Reds can skew from rich, blood red to maroon or more toward the orange end of the spectrum.

NewscastTip is a weekly column with tips for your newscasts. See past editions here. The column is available every Friday in our e-mail newsletter and posted here the following Wednesday. Sign up for the newsletter to get it delivered directly to your in box every week.

Michael P. Hill is founder and publisher of NewscastStudio. Contact him with your own tips and feedback.