There is a science to picking the colors that work well together in a design; subjective? depends
There are both scientific and subjective elements.
There is definitely a science. However, there are usually many correct options, so there is also a subjective element too, which is what makes design so awesome. Different designs call for different colors and styles, however, in all good designs there are always a few common denominators
1. Pure? Tint? Shade? Tone? Pure Colors
These are hues which are not mixed with other hues. They are typically used in bright designs. Anything youthful, summery, cheerful, energetic, cool etc. could benefit from the use of pure colors.
Tints
Tints are colors mixed with white. Tints convey a lighter, more peaceful, less energetic feeling than pure colors and are usually considered more feminine. Industries like health, spa, beauty etc. might benefit from using tints.
Shades
Shades are colors mixed with black. Shades can work well in mysterious, dark, evil or dangerous designs. They work well in gradients, when used with either a pure color or a lighter
2. Color Meanings
Certain colors can convey different feelings, depending on what part of the world your design will be viewed. Here are some feelings colors can give off in the western world:
Blue – Security and integrity or tranquility and peace.
Green – Freshness and environmental
Yellow- Energy and cheerfulness or caution
Purple – Spirituality, luxury
Pink – Romance, beauty, love, sensitivity
Tints and shades can also play a part in what feelings the color conveys. For instance, a darker shade of blue would convey more security and integrity. Lighter tints of blue would convey more tranquility and peace.
Also, some colors have acquired particular meanings over time, as a result of being repeatedly used by certain organisations or in particular ways.
For example, the catholic church uses deep shades of purple and red quite frequently. As a result, these colors can have a spiritual meaning.
Pink used to be known as a boy’s color, however, nowadays it is commonly understood to be a girl’s color. Although, in some parts of the western world, it is once again becoming normal for boy’s to wear pink clothing.
Countries have also adopted colors as their own, as have certain days and time periods. For example, in Ireland, if I saw a flyer in my doorstep today which was green, I would probably bin it immediately, thinking it was something to do with St. Patrick’s day.
3. Keep It Simple
Using too many colors is a common mistake in design. It is usually best to use one prominent color in design and offset it with a neutral color like white, gray or black. Using too many colors can be like trying to convey a million feelings and messages at once, which can confuse the person viewing your design.
4. Contrast
For the most part, dark colors work best with bright colors. This is why most books are designed using white backgrounds and black text.
Each color has a contrast value. White is the lightest value and black is the darkest value.
Yellow and green have very light values. So using yellow or green text on a white background would be difficult to read. Yellow would work well on a dark grey or black background, which would explain why most road warning signs are yellow and black.
Blue and purple have dark color values, so these would work well on a white background, but not so good on a dark background.
Example
So let’s say a client has come to me looking for a logo for her new company. She is starting a beauty spa which uses natural, organic products.
I know her target market is women and she is trying to convey a peaceful message, rather than an energetic one. So I know tints are the best route to take, as opposed to pure colors or shades.
Good colors to convey beauty, tranquility, peacefulness and femininity would include pink, yellow, purple and blue.
However, she really wants to drive home the fact that all her products are organic.
So I’d like to use green, as green conveys thoughts of freshness and the environment.
Now green is not the most feminine color, but we know that tints are feminine. So by using a green tint, we will be able to capture the organic, fresh feel of the green and the femininity of tints.
I also want to convey a feeling of tranquility, which we know comes from blue. So by blending tints of green and blue, we end up with a tranquil, cyan tint, suitable for our organic beauty spa aimed at the feminine market.
Science vs Subjective
Now of course there will always be people who think it’s purely subjective. Some people might think that using a dark red shade for my client’s logo background, with a dark purple shade for the logo text looks fantastic…..
However, I would have to argue that they are wrong.
There will always be exceptions, logos, designs, companies etc that defy all the rules and succeed in spite of it. But if you want to increase your design’s chances of success, learn color theory.
Brides wear white to symbolize innocence and purity. White reflects light and is considered a summer color. White is popular in decorating and in fashion because it is light, neutral, and goes with everything. However, white shows dirt and is therefore more difficult to keep clean than other colors. Doctors and nurses wear white to imply sterility.
The most emotionally intense color, red stimulates a faster heartbeat and breathing. It is also the color of love. Red clothing gets noticed and makes the wearer appear heavier. Since it is an extreme color, red clothing might not help people in negotiations or confrontations. Red cars are popular targets for thieves. In decorating, red is usually used as an accent. Decorators say that red furniture should be perfect since it will attract attention.
The most romantic color, pink, is more tranquilizing. Sports teams sometimes paint the locker rooms used by opposing teams bright pink so their opponents will lose energy.
The color of the sky and the ocean, blue is one of the most popular colors. It causes the opposite reaction as red. Peaceful, tranquil blue causes the body to produce calming chemicals, so it is often used in bedrooms. Blue can also be cold and depressing. Fashion consultants recommend wearing blue to job interviews because it symbolizes loyalty. People are more productive in blue rooms. Studies show weightlifters are able to handle heavier weights in blue gyms.
Currently the most popular decorating color, green symbolizes nature. It is the easiest color on the eye and can improve vision. It is a calming, refreshing color. People waiting to appear on TV sit in “green rooms” to relax. Hospitals often use green because it relaxes patients. Brides in the Middle Ages wore green to symbolize fertility. Dark green is masculine, conservative, and implies wealth. However, seamstresses often refuse to use green thread on the eve of a fashion show for fear it will bring bad luck.
Cheerful sunny yellow is an attention getter. While it is considered an optimistic color, people lose their tempers more often in yellow rooms, and babies will cry more. It is the most difficult color for the eye to take in, so it can be overpowering if overused. Yellow enhances concentration, hence its use for legal pads. It also speeds metabolism. 
The color of royalty, purple connotes luxury, wealth, and sophistication. It is also feminine and romantic. However, because it is rare in nature, purple can appear artificial.
Black is the color of authority and power. It is popular in fashion because it makes people appear thinner. It is also stylish and timeless. Black also implies submission. Priests wear black to signify submission to God. Some fashion experts say a woman wearing black implies submission to men. Black outfits can also be overpowering, or make the wearer seem aloof or evil. Villains, such as Dracula, often wear black.
