Color Theory
· Primary, secondary, tertiary
· Visible color spectrum ROYGBIV
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Lights travels in
waves, different colors have a different wave length and height
· Primary colors: pigment generated colors are derived
from these primary colors: red, yellow, blue. Light generated colors are
derived from these primary colors: red, green, blue
· Subtractive Color: pigment generated
· Additive Color: light generated
· Secondary: mixing primary colors creates other color.
For example: blue + yellow = green, blue + red = violet
· Tertiary: A secondary color wheel can expand to
tertiary and beyond
· Dark color recedes, light color advances
· Blue green, violet: cool colors
· Red, orange, yellow: warm colors
· Color mixing: RGB, RGY, CMYK
· Color modes
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Monochrome:
tints, shades, and tones of a single hue
o
Grey Scale: black
and white only
o
Web Safe RGB:
hexadecimal compatible
· Color modification
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Tints: add white
to a pure hue
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Shades: add black
to a pure hue
o
Tons: add grey to
a pure hue
· Color Harmony
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Complementary
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Split-Complementary
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Analogous
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Quadrilateral
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Triad
· Color Palettes: different color palettes can invoke
mood, location, emotion
· Color Properties: Cool, Warm, Bright, Dark, Saturated,
De-saturated
· Color intensity: changes in relation to its
surrounding color
· Color Associations: some are universal to all people
· Cultural and psychological color association:
generates 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 shopper’s eye and conveying information
effectively are critical to successful sales. Increases brand recognition by up
to 80%. Affects appetite: no appetite response to blue food. Affects mind: pink
is a tranquilizing color that drains your energy, used in prisons, holding
cells, opposing team locker rooms
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