Because color is all around us, we may sometimes take it for granted. But according to a study published by Frontiers in Psychology, color can act as a “powerful information channel” that enhances memory, learning, and even physical performance. The same study also claims that color can increase brand recognition by up to 80 percent by provoking attention, manipulating attitudes, and prompting decisions. And the importance of color extends to visual work beyond brands.

Here's how to bring the best colors to many kinds of visuals.

Find the right color palette.

When you were young, you unknowingly absorbed the basics of color theory: for example, how three primary colors can mix and match to produce countless variations. As an adult, you can continue to experiment using Adobe Color. The tool’s color wheel gives you a playful and intuitive way to generate harmonious color palettes in seconds. (While you're in the Adobe Color site, be sure to explore the Trends tab for instant inspiration.)

The online Adobe Color tool.

Or say you're walking down the street and are struck by the colors in a shop window. Take a picture with your phone, and then use the free Adobe Capture mobile app to extract the palette in a form you can use in Adobe Photoshop, Illustrator, InDesign, and other applications.

The free Adobe Capture app is available for iOs and Android.

One example of a striking color palette is Albanian illustrator Marinel Sheu’s sunset series. Sheu repeatedly engages with the same color family, creating a recognizable aesthetic that is minimal and never boring.

One piece from Marinel Sheu's sunset series.

Discover lighting’s potential.

After choosing the color palette, the next consideration is lighting. For both photographers and illustrators, light and shadow play a vital role in determining the atmosphere of a scene or setting. It can be a powerful way to direct the viewer’s attention to the given work’s focal point; for example, in the illustration at the top of this page, the artist takes control of her environments with deliberate shadow and light placements. Lighting can also help transport the viewer, like when photographer Riccardo Apostolico uses lighting to infuse his work with a sparkly 1980s vibe.

Ana Popescu's combinations of simple shapes, bright colors, and strong shadows are memorable.

From Riccardo Apostolico's shoot for InStyle magazine.

Work gradients.

Sometimes it’s the finer details, such as gradients, that take a work from good to great. Illustrator Patricia Doria’s work is an excellent example of the way gradients can enhance color. Try it yourself with the Adobe Color Gradient Extract tool, which pulls gradients from any image that you can then save and use in many Adobe applications.

Patricia Doria's original illustration and a possible gradient extracted using an Adobe Color feature.

Marloes Haarmans takes garden-variety gardening tools to an unusual place..

Remember post-production.

If you're not satisfied with the colors in your photos, there's no need to trash the files. In Adobe Photoshop Lightroom, it's easy to manipulate color, contrast, and saturation. London photographer Marloes Haarmans relies heavily on post-production for her aesthetic; for instance, after she snapped everyday objects for a Volkrantz magazine shoot, she manipulated the color and saturation to create a surreal scene out of the rather mundane props. To play with post-production like Haarmans, try this Lightroom tutorial. Lightroom presets are another way to quickly affect a photos's color. Visit our collection of free presets.