Color is critical in catching the viewer’s eye and conveying information effectively, and is vital in advertising a product. Color increases brand recognition; it also effects appetite — for example, blue is a rare occurrence in nature, therefore blue foods do not stimulate our hunger.
- Tiers: Primary (red, yellow, blue), secondary (orange, green, purple), and tertiary (mix of those colors)
- Models: Subtractive (pigment generated, RYB), Additive (light generated, RGB), and Print (CMYK)
- ROYGBIV = Visible color spectrum
- Purple isn’t actually in the spectrum, it’s invented by the brain when our cones don’t recognize a color
- Dark colors are perceived as receding, while light colors are perceived as advancing in depth
- Colors are separated into warm (red through yellow) and cool (green through purple)
- Scales: Monochrome (different values of one color), grey-tone (different values of grey), web safe (hexadecimal compatible RGB)
- Modifications: Tint (add white), shade (add black), tone (add grey)
- Harmonies: Complementary (across), split complementary (‘y’ shape), analogous (neighboring), triad (triangle), quadratic (square)
- Palettes: Groups of colors that are used to convey a theme
- Properties: Cool, warm, bright, bark, saturated, desaturated, etc.
- Intensity: A color’s intensity changes depending on the surrounding color (red or white on black = high intensity, red on orange = low intensity)
- Association: Blue = ocean/water, green = nature, red = roses, etc.
- Cultural and psychological associations differ from person to person, and aren’t universally recognizable
Color also affects the mind!
Red: excitement, youth, boldness
Orange: friendly, cheerful, confident
Yellow: optimism, clarity, warmth
Green: nature, peace, health
Blue: calm, trust, dependable
Pink: tranquilizing, drains energy
Purple: creative, imaginative, wise
White: balance, neutral, innocence
Black: power, mystery, death
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