Color Theory Notes

Color Theory Notes

Color Theory:

ROYGBIV:
Red, Orange, Yellow, Green, Blue, Indigo, Violet

Primary:
Pigment generated colors are derived from these primary colors: Red, Yellow, and Blue
Light generated colors are derived from these primary colors: red, Green, and Blue

Secondary:
Mixing primary colors creates other colors. For example: blue + yellow = green blue + red = violet

Tertiary and Beyond:
A secondary color wheel can expand to tertiary and beyond

Color Mixing:

RGB
Red, Green, Blue
Light Generated Model

RGY
Red, Green, Yellow
Pigment Generated Model

CYMK
Cyan, Magenta, Yellow, Black
Print Process Model

Color Modes:

Monochrome
Tints, shades and tones of a single hue

Grey 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 grey to a pure hue

Color Harmony:
Use complimentary colors
Split complementary
Analogous
Triad
Tetradic
Quadrilateral

Color palettes:
Different color palettes can invoke mood, location, and emotion

Color properties:
Cool, Warm, Bright, Dark, Saturated, Desaturated

Color Intensity:
Color Intensity changes in relation to its surrounding color

Color Intensity Illusion:
Using lighting to change shade

Color Associations:
these types of color associations are universal to all people

Cultural and Psychological Color Associations:
These color associations are generated from cultural and contemporary sources and may not be universally recognizable.

Why Color Matters:
73% of purchasing decisions are now made in-store
Catching the shopper's eye and conveying information effectively are critical to successful sales
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 that drains your energy
Used in prisons, holding cells, opposing team locker rooms