Color Theory

Color Theory

1. Understanding Color

   • The Color Wheel
   • Color Terms
     • Hue: synonymous with “color” or the name of a specific color; traditionally refers to one of the 12 colors on the color wheel
     • Shade: a hue darkened with black
     • Tone: a hue dulled with gray
     • Tint: a hue lightened with white
     • Saturation: refers to the intensity or purity of a color
     • Value: refers to the lightness or darkness of a color
   • Color Harmony

2. The Psychology of color

   • Symbolism
     • Red
       • it can represent warmth — or danger. Since red is also the color of blood, it’s considered an energetic, lively color and is also associated with matters of the heart, and sometimes violence.
     • Orange
       • Also a fiery color, orange combines the warmth of red with the cheerfulness of yellow for a hue that communicates activity, energy, and optimism. It’s also associated with the harvest or autumn season.
     • Yellow
       • •Yellow often communicates happiness, cheerfulness, friendliness, and the freshness of spring. It can also signal warning or caution in certain contexts.
     • Green
       • This is the color of nature, plant life, and growth. As such, it often communicates health, freshness, or an “all-natural” quality
     • Blue
       • Blue: The color of the sea and sky, blue often communicates peaceful, clean qualities.
     • Purple
       • Purple is traditionally associated with royalty, majesty, or honor. It can also have spiritual/mystical or religious connotations.
     • Black
       • It can represent power, luxury, sophistication, and exclusivity. It can symbolize death, evil, or mystery. In apparel, black generally communicates formality (“black tie” parties) or mourning/sorrow (as the color traditionally worn to funerals).
     • White
       • white often represents purity, innocence, goodness, or perfection

3. Color In Design

   • Color in Marketing & Branding
   • RGB vs. CMYK Color Systems

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