Should a flower shop ever go black and white?

Same flower house, same layout. We only took the color out.

1. Full color. The iridescent petals do the selling: lilac, pink, a little shimmer. The photo is the brand, and every accent on the page borrows from it.

2. Monochrome. No color at all. Shape, texture and typography have to carry everything, and the page suddenly reads like a gallery catalogue.

Color sells the flower. Monochrome sells the exhibition.

Which one would get you through the door?

The problem with monochrome is that, throughout computer history, it has conditioned users to associate gray and monochrome with being disabled, dysfunctional, or something to ignore and avoid.

In my INKFLESH identity work, the wordmark runs off the can's curve and gets partly hidden behind artwork on posters. That crop asks the rest of the identity to carry more recognition. The mark has a job when the name is only partly there.