Color Theory Notes

Color Theory Notes

Primary, secondary, and tertiary colors

Subtractive (RYB, makes brown when mixed, pigment) and Additive (RGB, makes white when mixed, light)

ROYGBIV—color spectrum

Wavelengths have different spaces between their peaks.  It appears to us as different colors.

Dark color perceived as receding, and light color is perceived as advancing — not always true I immediately thought of atmospheric perspective on mountains.  The further ones are lighter.

Warm (red, yellow, orange) and cool colors (blue, green, purple)

Purple doesn’t really exist on the spectrum.  Purple is invented when the rods and cones in our eyes can’t recognize the color.

Print Process Model (CMYK) prints the colors in dots that our eye blends together into one color.

Color Modes—monochrome (tints, shades, and tones of a single hue), grey scale (black&white), web safe rgb (can go on a screen).

Limitation makes work stronger, incites problem solving.

Tint—add white to a pure hue

Shade—add black to a pure hue

Tones—add grey to a pure hue

Color Harmony — we like things to go well together, interior design, fashion design, graphic design, filmmaking

color combination we see in nature that feel “right”

Complementary colors (colors that are across from each other on the wheel)

Split complementary (3 colors similar to complementary, go across and diver)

Analogous (all in a row 3 colors brain recognizes them as similar and almost think its monochromatic even, but it’s not the colors are just analogous)

Triads and Quadrilateral colors and stuff is when you draw a shape in the middle of the wheel to use the colors on its corners.  You might have to edit them because they could look bad at first.

Color palettes can invoke different moods, locations, emotions, aesthetics, art styles, etc.

Color properties— cool, warm, bright, dark, saturated, desaturated

Color intensity— it is relative and it changes in relation to the color that surrounds it.

Color Associations

Not all associations are universal.  Natural ones can be because everyone sees that.  For ex. beaches, flowers, plants colors

Cultural and Psychological Color Associations

Certain color associations may not be universally recognizable due to being derived from cultural sources.

Color matters in marketing, making eye-catching designs that people will want to buy.  73% of purchases decided in-store.

Packaging changes make you want to get it wow!

Color increases brand recognition by 80%

Color affects appetite.  Blue is barely ever seen in nature.  Blue food does not trigger an appetite response.

Drunk tank pink— it is said that pink drains your energy.  It is used in prisons, holding cells, and opposing team’s locker rooms.

Vivid color+grey=strong logo

Be aware of marketing & the role of color in it