Color Theory

 

VISABLE COLOR SPECTRUM

·      ROYGBIV (Red, orange, yellow, green, blue, indigo, violet) are visible colors in spectrum

PRIMARY COLORS

·      Pigment generated colors are derived from these primary colors: RED, YELLOW, and BLUE

·      Light generated coloers are derived from these primary colors: RED, GREEN, and BLUE.

SUBTRACTED AND ADDITIVE COLOR

·      Subtracted color is pigment generated

·      Additive color is light generated

SECONDARY AND TERTIARY

·      Secondary: Mixing primary colors creates other colors. For example: blue+yellow = green and blue+red = violet

·      A secondary wheel can expand to tertiary and beyond.

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 single hue

·      Grey Scale: Black and white values only

·      Web Safe RGB: Hexadecimal compatible

COLOR MODIFICATIONS

·      Tints: Add white to a pure hue

·      Shades: Add black to a pure hue

·      Tones: Add grey to a pure hue

COLOR HARMONY

·      Complementary colors: opposite each other on color wheel

·      Split complementary: Two colors opposite each other and the one or two colors to the left

·      Analogous: Three colors next to each other

·      Triad: Drawing a triangle in wheel and using the three colors the corners point towards

·      Tetradic: Rectangle drawn in wheel pointing at four colors

·      Quadrilateral: Four corners of  square drawn in wheel.

COLOR PALETTES

·      Different color palettes can invoke mood, location, and emotion.

COLOR PROPERTIES

·      Cool, warm, bright, dark, saturated, desaturated

COLOR INTENSITY

·      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 association are generated from cultural and contemporary sources and may not be universally recognizable.

Why colors matter?

·      73% of purchasing decisions are now made in-store.

·      Catching the shopper’s eye and conveying information effectively are critical to successful sales.

·      Color increases your recognition by up to 80%.

COLOR AFFECT:

 APPETITE

·      Blue is a rare occurrence in nature

·      We have no appetite responses to blue food

MIND

·      Pink is a tranquilizing color that drains your energy

·      Used in prisons, holding cells, opposing team locker rooms