Sir Isaac Newton developed the first circular diagram of colors in 1666. Since then scientists and artists have studied and designed numerous variations of this concept. Differences of opinion about the validity of one format over another continue to provoke debate. In reality, any color circle or color wheel which presents a logically arranged sequence of pure hues has merit. Secondary Colors are a result of mixing the primary colors
Chart taken from Understanding Color http://library.thinkquest.org/50065/psych/meaning.html
The Browser-Safe Palette only contains 216 colors out of a possible 256. That is because the remaining 40 colors vary on Macs and PCs. By eliminating the 40 variable colors, this palette is optimized for cross-platform use. An 8-bit video card cannot display more than 256 colors. (http://www.lynda.com/hex.html)
Here are four formulas for success: 1. Convert images to the correct file format. This not only delivers the best colors and the best images possible but it also lowers file sizes and shortens the download time. 2. Select the most appropriate colors by analyzing the store’s products or services and the target market. It is essential that colors bear some relationship — either symbolic or literal — to the product or service. Don’t try to reinvent the color wheel by using unusual colors. 3. Use color to create the most functional user-interface design. For example, use color to direct the eye to the most important areas on the page. The web designer must identify what ideal and normal sequences might entail: what the viewer should see first, where the eye should move next, and how much time the viewer's attention should be held by each area. Keep colors to minimum. "Signal detection" theory means that the brain is able to understand and organize information when a minimum of colors and shapes exists within the visual field. Too many colors and shapes make it impossible to focus and find anything. 4. Use color harmony principles to create a pleasant visual experience. In other words, all the colors of the components — the navigation system, banners, buttons, and text — as well as the images of the merchandise (if they exist), must all work well together. Some common attribute must unify them. (http://colormatters.com/des_ecom.html)
Serif typeface has strokes attached to the beginning or end of the main strokes of each letters. Common serif types are Times New Roman. San serif typeface doesn’t have the strokes Monospace uses the same amount of horizontal width for every characters. Example Courier
Jpg : Joint Photographic Experts Group used for lossy compressions. Reduces the size of a graphic file by 96% Lossy: Data compression technique in which some data is deliberately discarded in order to achieve massive reduction in the size of the compressed file. Gif: A bitmapped color graphics compressed file format. Bitmapped are pixel based as opposed to vector which is object orientated. (429 Weinman) Aliasing has the jagged edges and Anti – Aliasing creates a blended edge.
They are using the correct colors because you can almost taste how hot everything will be. Red: conveys excitement and high energy Orange is consider to be the hottest of all color, convey vitality They are also considered warm colors are aggressive and attracts the eye and excite the emotions Yellow: Warm and the hot sun The use of yellow with black color font conveys unignorable danger
Colors used are considered feminine Red: a high arousal color, high engery, passionate, Burgundy: Rich, authoritive, mature and lush Pink: Happy and sweet
The Psychology of ColorThe Psychology of ColorWhich Color, graphics and font forwhat sites and why?
TopicsTopicsWhy do we need to study colors?What are some color terminology?Psychological effects of colorWhat does each color represent?Different cultural interpretations of colorHow does fonts and graphics play a role?Case studies
Important Role That ColorImportant Role That ColorPlaysPlaysColor influences our moodAffects how we view certain thingsThe Ancient Egyptians, Chinese andIndians believed in chromo therapy.Today it influences the market and plays animportant role in marketing items and howwe view certain web sites.
Color TerminologiesColor Terminologies Spectrum: All possible color space Hues: Defines a specific location onthe color wheel or spectrum Value: Describes the range fromlight to dark Muted: Colors that have very littlesaturation. Tint: The process of adding whiteto a color Tone: the process of adding blackto a color.
More TerminologiesMore Terminologies Color Wheel Primary Colors: RED,BLUE, YELLOW Secondary Colors:GREEN, ORANGE ANDPURPLE Tertiary Colors: Othershades of color that areproduced when mixingsecondary colors
Color HarmonyColor HarmonyAnalogous Colors are the three colors thatare side by side on a color wheelComplimentary Colors are colors that areopposite of each other on the color wheel.- NY Mets uniform are complimentaryBlue and Orange
Psychological effects of colorPsychological effects of colorThe human eye can see at least 7 millioncolors. The colors we see can affect ourperceptions of the world.Colors can affect our reactions to emotionsto even our appetite.The color Blue
Our eyes can play tricks onOur eyes can play tricks onus.us. High contrast betweencolors createsmuscular activitywhich fatigues the eye.The greater thecontrast between twocolors the moredifficult it is to look at.
When we reduce the ContrastWhen we reduce the Contrast The two sets ofpictures are now easierto see when we lowerthe contrast.
Emotional Responses to ColorEmotional Responses to ColorBlue Tranquil, appetite suppressantGreen Soothing, being in a green roomrelieves painOrange Improves mental clarityPink subduesRed Increases bodily tensionWhite Cause more headachesBright Yellow Fatiguing; babies cry more in ayellow room; couple fight moreLight Yellow Creates harmony
Some Colors Used InSome Colors Used InMarketingMarketingHot Pink Vivid; shocking; highenergy; youthful; lessexpensiveGlam Rock from ClairLight Pink Romantic; feminine Victorias SecretBlue Dependable; reliable,confidenceTerracotta Rustic; robust; upscale;traditionalCuban Cigars
Cultural DifferencesCultural Differences In every culture colorsare viewed differently In the Europe, U.S andJapan bridestraditionally wearwhite, while in China,India and Pakistan it istraditional to wear red.
Cultural DifferencesCultural DifferencesColor WesternEurope &U.SChina Japan MiddleEastDanger,Anger, StopJoy, FestiveOccasionsAnger, Danger Danger, EvilCaution,CowardiceHonor,RoyaltyGrace,Nobility,Childish,Happiness,ProsperitySafe, sour, go Youth,GrowthFuture, Youth,EnergyFertility,StrengthPurity, Virtue Mourning,HumilityDeath,MourningPurity,MourningCalm,Authority,MasculinityStrength,PowerVillainyDeath, Evil Evil Evil Mystery, Evil
On The WEBOn The WEB Colors play and important role on a web page. Unsuccessful color choices make it difficult toview the web. Here is an example of a bad site. Brower-Safe Colors-Cookwood Site-Prime ShopExample of the difference:http://www.lynda.com/products/books/dwg/flatdither.html
Four Formula For SuccessFour Formula For SuccessConvert images to the correct file format Select the most appropriate colors by analyzingthe store’s products or services and the targetmarket. Use color to create a functional user-interface Use color harmony principles In depth coverage at this site: Color Matters
FontsFonts“There are no good and badtypefaces, there are appropriateand inappropriate typefaces.Think about your reader and thefeeling you want to convey, thenchoose a typeface that fits.”- Daniel Will-Harris (http://www.will-harris.com/use-type.htm)
FontsFonts Fonts types are also important and should be takeninto consideration. Just because you like the font doesn’t mean youshould use it. Serif, San-serif, Monospace Type is on the page to serve the text. Itshould make the words easy to readand provide a suitable background.Type should not overpower the text. Another alternative = embedded fonts
GraphicsGraphicsGraphics enhances a web siteSome different types of graph formats : jpgand gifshttp://www.lynda.com/products/books/dwg/ditherAnti – Aliasing vs. Aliasing
www.hothothot.comwww.hothothot.comHot Hot Hot!!!Are they using the right colors?Analyzing the predominate colors:REDORANGEYELLOW
RevlonRevlonRevlonRe establishes it brand color: REDColors used: Red, Burgundy and Pinkshades
ConclusionConclusionColors combinations can effect the way wefeel about things therefore it is crucial thatwe learn how to use that to our benefit tomarket or site or product.
Works CitedWorks Cited http://colormatters.com/des_ecom.html http://library.thinkquest.org/50065/psych/effects.html?tqskip=1 http://www.insteam.com/LauraFunderburk/ http://webdesign.about.com/compute/webdesign/gi/dynamic/offsite.htm?site=http://www.bhg.com/default.sph/bhgcontent.class%3FFNC=next%5F%5FAstory%5Fhtml%5F%5F%5F1%5F%5F%5F56%5F%5F%5F432%5F%5F%5F2181%5F%5F%5F2%5F%5F%5F2 http://www.hothothot.com/ http://www.will-harris.com/use-type.htm http://www.victoriassecret.com/ http://www.lynda.com/hex.html http://www.cigars-of-cuba.com/secure/index.html http://www.revlon.com/index.asp Chijiiwa, Hideaki. Color Harmony. Rockport Publishing, China, 1987 Weinman, Lynda. Designing Web Graphics.3 New Riders, Indiana, 1999