Color Theory Notes

Design: Color Theory

  • Color Theory
    • Three stages
      • primary, secondary and tertiary
  • ROYGBIV
    • visible colors
  • Primary colors
    • Pigment generated colors derived from red, yellow and blue (dark)
    • Light generated colors are derived from red, green and blue (light)
  • Dark color recedes, light color advances
  • Color Mixing
    • RGB (red green blue light generated model)
    • RGY (red green yellow pigment generated model)
    • CMYK (cyan magenta yellow black print process model)
  • Color Modes
    • Monochrome (tints, shades and tones of a single hue)
    • Grey Scale (black and white only)
    • Web Safe RGB (Hexadecimal compatible)
  • Color Modification
    • Tints (add white to a pure hue)
    • Shades (add black to a pure hue)
    • Tones (add grey to a pure hue)
  • Color Harmony
    • Complementary (opposites)
    • Split Complementary (opposites + 1 two colors over)
    • Analogous (colors next to each other on color wheel)
    • Triad (triangle in color wheel)
    • Tetradic (rectangle in color wheel)
    • Quadrilateral (square in color wheel)
  • Color Palettes
    • Different color palettes can invoke mood, location, emotion
  • Color Properties
    • Cool, warm, bright, dark, saturated, desaturated
  • Color Intensity
    • Changes in relation to its surrounding color
  • Color Associations
    • These types of color associations are universal to all people
  • Cultural and Psychological Color Associations
    • These color associations are generated from cultural and contemporary sources and may not be universally recognizable
  • Why Color Matters
    • 73% of purchasing decisions are now made in-store
    • Catching the shopper’s eye and conveying info effectively are critical to successful sales
    • Color increases brand recognition by up to 80%
  • Color Affects
    • Appetite
      • Blue is a rare occurrence in nature
      • We have no appetite response to blue food
    • The Mind
      • Pink is a tranquilizing color that drains your energy
      • Used in prisons, holding cells, opposing team locker rooms
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