Color Theory
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Color Theory:
- Three stages: primary, secondary, and tertiary
ROYGBIV:
- visible color spectrum
Primary Colors:
- pigment generated colors are derived from these primary colors: red, yellow, and blue (makes darker colors)
- Light generated colors are derived from these primary colors: red, green, and blue (creates lighter colors)
- Dark color recedes and light color advances(normally)…but can change
Color Mixing:
- RGB: red, green, blue (light generated model)
- RGY: red, green, yellow
- CMYK:
Color Modes:
- Monochrome: tints, shades and tones of one hue
- Gray Scale: black and white
- Web Safe RGB: Hexadecimal compatible
Color Modification:
- Tints: add white to a hue
- Shades: add black to a hue
- Tones: add grey to a hue
Color Harmony:
- Complementary colors are opposite on the color wheel
- Split Complementary colors are jump on over from 2 from the opposites
- Analogous are colors that are next to each other (3 colors)
- Triad is when you draw a triangle in color wheel
- Tetradic…put rectangle in color wheel
- Quadrilateral..put square in color wheel
Color Palettes:
- Different color palettes can invoke mood, location, or 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 ppl
Cultural and Psychological Color Associations:
- These color associations are generated from cultural and complemanetary sources and may not be universally accepted
Why Color Matters:
- 73% of purchasing decisions are now made in store
- Catching the shopper’s eye and conveying info effectively are critical
- Color increases brand recognition by up to 80%
Color Affects Appetite:
- Blue is rare occurence in nature
- we have no appetite response to blue food
Color affects the mind:
- pink is tranquilizing color that drains your energy
- used prisons, holding cells, opposing team lockers rooms
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