Color Theory
- Primary, secondary, tertiary
- Red, Orange, Yellow, Green, Blue, Indigo, Violet
Primary Colors
- Pigment generated: red, yellow, blue
- Light generated colors: red, green, blue
- Subtractive color: Pigment Generated Model
- Additive color: Light Generated Model
Secondary & Tertiary
- a secondary color wheel can expand to tertiary and beyond
- Dark color recedes, light color advances
Color Mixing
- RGB light generated models
- RGY Pigment generated model
- CMYK print process
Color Modes
- Monochrome: tints, shades and tones of a single hue
- Grayscale: Black and white only
- Web safe RGB: Hexadecimal compatible
Color Modification
- Tint: add white to a pure hue
- Shades: add black to a pure hue
- Tones: add grey to a pure hue
Color Harmony
- Complementary
- Split complementart is choosing one to the right left and across the spectrum
- Alogous are 3 colors right nect to eachother
- Triad triangle shap, corners
- Tetradic: rectangle
- Quadrilateral: square
Color Palettes
- Different color palettes can invoke mood,location,emotion
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 associations are generated from cultural and contemporary sources and may not be universally recognized
Why Color Matters
- 73% of purchasing happens in store
- catching shoppers eye.
- 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
- used in prisons, holding cells ect.
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