Color Theory

DESIGN: Color Theory

Primary colors: pigment generated colors are derived from these primary colors;red, yellow and blue.

• Light generated colors are derived from these primary colors;red, green and blue

Secondary and tertiary

• Secondary: mixing primary colors creates other colors. For example: blue plus yellow equals green and blue plus red equals violet.

Tertiary and beyond

• A secondary color wheel can expand to tertiary and beyond.

Primary colors

• Subtractive color: pigment generated model

• Additive color: light generated model

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 properties

• Cool

• Warm

• Bright

• Dark

• Saturated

• Desaturated

Color intensity

• Color intensity changes in relation to its surrounding color

Cultural and psychological color associations

• These color associates are generated from cultural and contemporary sources and may not be universally recognizable.

Why does color matter?

• 73% of purchasing decisions are now made in-store

• Catching the shoppers eye and conveying information 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

Color affects: the mind

• Pink is a tranquilizing color that drains your energy

• Used in prisons, holding cells, and opposing team locker rooms