Color Theory Write-up

Design: Color Theory

• There are 3 types of colors: Primary, Secondary and Tertiary
  
• ROYGBIV - red, orange, yellow, green, blue, indigo, violet
  
• Primary:
  
• Red, yellow, blue
  
• Pigment generated colors
  
• Red, green, blue
  
• Light generated colors
  
• Creates white light when all combined
  
• Secondary & Tertiary:
  
• Mixing primary colors creates other colors
  
• I.e. red+yellow=orange
  
• Purple doesn’t exist on the light spectrum
  
• Dark colors recede, light colors advance
  
• Warm -
  
• Cool -
  
• Color Mixing
  
• RGB - Red, blue, green
  
• RGY - Red, green, yellow
  
• CMYK - Cyan, magenta, yellow, black
  
• Color Modes
  
• Monochrome - tints, shades and tones of a single hue
  
• Gray Scale - black and white ONLY
  
• Web Safe RGB - hexadecimal compatible
  
• Color Modification
  
• Tints - add white to a pure hue
  
• Shades - add black to a pure hue
  
• Tones - add gray to a pure hue
  
• Color Harmony
  
• Complimentary colors
  
• Split complementary colors
  
• Analogous
  
• Triad
  
• Tetratic
  
• Quadratic
  
• Color Palate

• Color Properties

• Cool, warm, bright

• Dark, saturated, desaturated

• Color Intensity

• Changes in relation to its surrounding color

• Color Associations

• Color associations are universal to all humans

• Cultural and Psychological Color Associations

• Why Color Matters

• 73% of purchasing decisions are now made in-store

• Color increases brand recognition by up to 80%

• Appetite

• Blue is a rare occurrence in nation

• We have no appetite response to blue food

• The Mind

• Pink in a tranquilizing color that drains your energy

• Used in prisons, holding cell, opposing team locker rooms

• Gray has a strong power with any vivid color