CColor Theory in Design

Transcription

1 CColor Theory in Design

2 The Color Wheel The Color Wheel A color circle, based on red, yellow and blue, is traditional in the field of art. Sir Isaac Newton developed the first circular diagram of colors in Since then, scientists and artists have studied and designed numerous Orange and Yellow variations of this concept. Associated with sunshine, warmth, continue energy, to provoke and debate. happiness When orange is used on a product, it proclaims that the product is for everyone. Very bright variants of these colors can be jarring and loud, but good when used for warnings or aaenbon- geaers, such as road signs, safety vests, taxi cabs, or school buses. Differences of opinion about the validity of one format over another In reality, any color circle or color wheel which presents a logically arranged sequence of pure hues has merit.

3 Why is color so important? Color is one of the most powerful elements of design. It is used to communicate and evoke emotions and ideas. Color affects almost every human activity, including purchase decisions. Businesses can benefit from using color effectively and from being informed about the power of color. An understanding of color is important in most career areas, including interior design, horticulture, landscaping, floral design, graphic communications, marketing, fashion marketing, culinary arts, and other businesses of all kinds.

4 Color is a powerful tool in business, marketing, and design Knowledge of color benefits: Marketing, Fashion Advertising Horticulture, Landscaping, Floral Design Graphic Design and Communications Interior Design, Culinary Arts, Industrial Design, Architecture And many more...

5 Color has an emotional impact on the customer because of associations people make with colors in their environment Cool colors(blues, Greens, Purples) can be calming, sad, etc. Warm colors (Reds, Oranges, Yellows) can be energizing, anxious, etc.

6 Color choices can directly affect a consumer s purchasing decisions: Red tends to make people hungrier, so many restaurants use red as their main design color Green and blue colored ketchup just didn t sell, and were pulled from the market.

7 How Many Colors? You might remember ROYGBV and answer Red, orange, yellow, green, blue, violet...so there are six colors But there are MILLIONS of colors! Some computer monitors can display over 16.7 million colors A color like green, for example, is actually a range that includes over a million colors

8 Why do we have so many colors? This is because of the properties of color: Hue: red, yellow, green, blue, or purple Value: lightness versus darkness, white versus black Saturation: brightness or intensity versus dullness Adding white makes a tint, adding black is a dullness Adding white makes a tint, adding shade, and adding grey is a tone black is a shade, and adding grey is a

9 Properties of Color Additive color mixing describes the mixing of colored light Uses the RGB system Red, Green, and Blue are the primary colors Inverse from the CMYK system Used in computer monitors

10 Properties of Color Subtractive color mixing describes the mixing of paints or pigments Two main systems of subtractive: RYB: primary colors Red, Yellow, and Blue are mixed to make orange, green, and purple (used in traditional paint mixing) CMYK: primary colors are Cyan, Magenta, and Yellow (used in color printers)

11 Properties of Color In the subtractive color system, white is the absence of pigment and black is the combination of all the colors of pigment In the additive color system, black is the absence of light and white is the combination of all the colors of light This is why black or white can be matched harmoniously with any color

12 Properties of Color Color Schemes: Monochromatic: tints shades and tones of a single hue are used, such as light blue, dark blue, and medium blue Triadic: three colors that are equally spaced on the color wheel are used, such as red, blue, and yellow Polychromatic: three or more unrelated colors are used

13 Analogous: three colors next to each other on the color wheel are used, such as red, orange, and yellow Complementary: two colors opposite each other on the color wheel are used, such as red and green.

14 What Effect Does Color Have on People?? It is color s capacity to evoke emotion that makes it such a powerful tool in business and design. Depending on the culture, however, a color may symbolize different things.

15 What Effect Does Color Have on People?? The pictures show funeral dress is white in Thailand and black in the United States.

16 Even within a single culture, the meaning of a color can change over time. Today, pink represents female and blue represents male. But before the early 1900s, pink was actually considered masculine and blue considered feminine.

17 Pink People believe pink pastries taste better from a pink box People pay more for personal services by people wearing pink.

18 Red Associated with blood and fire. Red can be fast, hot, passionate, angry, romantic, powerful, dangerous, or stimulating. Red sports cars, red lipstick, red fire trucks, and red boxing gloves all convey these ideas.

19 Orange and Yellow Associated with sunshine, warmth, energy, and happiness Very bright variants of these colors can be jarring and loud, but good when used for warnings or attentiongetters, such as road signs, safety vests, taxi cabs, or school buses.

20 Green Most predominant color in nature, so it tends to receive the most votes for favorite color. Green is growth, life, hope, and progress. A yellowish or brownish green can be sickness or disgust because of associations with vomit. It is used to sell vegetables and chewing gum, but people avoid using it to sell meat, because green can remind people of mold.

21 Blue Most popular design color, especially in places where men work. Light blue is peaceful and infinite like the ocean or sky, and can actually make people feel cooler. Most popular design color, especially in places where men work. Light blue is peaceful and infinite like the ocean or sky, and can actually make people feel cooler.

22 Blue, Continued Darker blues can be sad, cold, or lonely. Blue inhibits people from eating, and is used to sell products like club soda, skim milk, and cottage cheese.

23 Violet Symbol of royalty because violet dye was made from mollusks and only the very wealthy could afford it. Purple can also be mystery, magic, or the exotic since it is not found often in nature.

24 Gray Human eyes process gray more easily than any other color. Gray is the color of a rainy day. Associated with sadness, depression, boredom, tiredness, and loneliness.

25 Brown Earthy tone that represents stability. It can also represent dirtiness and filth. In contrast, it is also thought of as warmth and comfort.

26 Black and White Represent opposites: good and evil, life and death, knowledge versus darkness, etc. They remind us of timelessness because of black and white movies and photographs.

27 Black and White In combination they represent sophistication and class. White dress shirts became a symbol of class status because those who wore white were able to live a lifestyle that would not stain or dirty the fabric.

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29 How is Color Used in the Professions? Interior Design: Whether in a home or a business setting, color choices in a room create different emotional reactions A room painted bright red or orange can cause anxiety and energetic feelings. A room painted subtle green or blue can cause calming, relaxing feelings. Dark colors can make the room feel smaller and claustrophobic while lighter colors make the room feel more open.

30 Graphic Communications, Graphic Design, Marketing, and Small Business: For a business large or small, visual presence is important: packaging, logo design, website design, interior design, and advertisements all require attention to color. Many companies now tacitly imply their products are more natural by using greens, browns, and beiges in their packaging design. Medium to lighter blues are the most popular colors used in website design. Associations with the sky and ocean create positive associations for consumers.

31 Color Theory Links for your enjoyment. Websites Short Videos Tiger Color NYU Color Theory Goethe s Color Theory Awesome Color Theory Website Karen KaveA on Color The Effect of Color