color slides
TRANSCRIPT
Color
Color matters!
Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone.!
Source: CCICOLOR - Institute for Color Research
Powerful tool for communication
But color is subjective!
People respond differently to the same color due to:
Personal preference
Cultural background
Color memory/associations
Example: Red
FIRE/DEVIL BLOOD/WARFARE ANGER
LOVE/CUPID IMPORTANCE PROSPERITY/ HAPPINESS
DEFIANCE/COMMUNISM
DANGER
In general...• Red: Passion, Love, Anger• Orange: Energy, Happiness, Vitality• Yellow: Happiness, Hope, Deceit• Green: New Beginnings, Abundance, Nature• Blue: Calm, Responsible, Sadness• Purple: Creativity, Royalty, Wealth• Black: Mystery, Elegance, Evil• Gray: Moody, Conservative, Formality• White: Purity, Cleanliness, Virtue• Brown: Nature, Wholesomeness, Dependability• Tan or Beige: Conservative, Piety, Dull• Cream or Ivory: Calm, Elegant, Purity
Color WheelPrimary Colors: Red, yellow and blue Primary colors are the 3 pigment colors that can not be mixed or formed by any combination of other colors. All other colors are derived from these 3 hues.
Secondary Colors: Green, orange and purpleThese are the colors formed by mixing the primary colors.
Tertiary Colors: Yellow-orange, red-orange, red-purple, blue-purple, blue-green & yellow-green
These are the colors formed by mixing a primary and a secondary color. That's why the hue is a two word name, such as blue-green.
Color is a general term
Hue
Saturation
Shade
Tint
COLOR TERMINOLOGY:
HueAn object’s color
Blue, green, red, etc.
Saturation
How pure a color is
High saturation = purest color. No white or black added
HIGH SATURATION
LOW SATURATION
GREEN & RED HUES
HIGH SATURATION
ShadeCreated by adding black to a hue, making the hue darker
TintCreated by adding white to a hue, making the hue lighter
Shade vs. Tint
Color schemes/palettesImportant to define your color palette/scheme before starting on a project
Use your color wheel!
Traditional schemesMonochromatic
Analogous
Complementary
Triad
MonochromaticMade up of different tones, shades, and tints within a specific hue.
SHADETINT
TONE
HUE
Analogous
Created by using three colors that are next to each other on the 12-spoke color wheel
Ex: Blue, blue-green, and green
V
Analogous Cont’dAnalogous schemes are good, but sometimes they don’t provide enough contrast to the design
Use shades, tints, and tones of colors to give more contrast
Complementary
Created by combining colors from opposite sides of the color wheel
Again, use shades, tints, and tones of complementary hues to give more contrast
TriadCreated by using three colors that are evenly spaced around the color wheel.
