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
The Psychology of color
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.
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 often communicates happiness, cheerfulness, friendliness, and the freshness of spring. It can also signal warning or caution in certain
This is the color of nature, plant life, and growth. As such, it often communicates health, freshness, or an “all-natural” quality
Blue: The color of the sea and sky, blue often communicates peaceful, clean qualities.
Purple is traditionally associated with royalty, majesty, or honor. It can also have spiritual/mystical or religious connotations.
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 often represents purity, innocence, goodness, or perfection