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Color

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  • 1. Color Wednesday, February 12, 14
  • 2. Color matters! Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone. Source: CCICOLOR - Institute for Color Research Wednesday, February 12, 14
  • 3. Powerful tool for communication Wednesday, February 12, 14
  • 4. But color is subjective! People respond differently to the same color due to: Personal preference Cultural background Color memory/associations Wednesday, February 12, 14
  • 5. Example: Red FIRE/DEVIL LOVE/CUPID Wednesday, February 12, 14 BLOOD/WARFARE IMPORTANCE ANGER PROSPERITY/ HAPPINESS DEFIANCE/ COMMUNISM DANGER
  • 6. Wednesday, February 12, 14
  • 7. In general... • • • • • • • • • • • • Red: Passion, Love, Anger Orange: Energy, Happiness, Vitality Yellow: Happiness, Hope, Deceit Green: New Beginnings, Abundance, Nature Blue: Calm, Responsible, Sadness Purple: Creativity, Royalty, Wealth Black: Mystery, Elegance, Evil Gray: Moody, Conservative, Formality White: Purity, Cleanliness, Virtue Brown: Nature, Wholesomeness, Dependability Tan or Beige: Conservative, Piety, Dull Cream or Ivory: Calm, Elegant, Purity Wednesday, February 12, 14
  • 8. Wednesday, February 12, 14
  • 9. Color Wheel Primary Colors: Red, yellow and blue Primary colors are the 3 pigment colors that can not be mixed or formed by any combination of other colors. All other colors are derived from these 3 hues.  Secondary Colors: Green, orange and purple These are the colors formed by mixing the primary colors. Tertiary Colors: Yellow-orange, redorange, red-purple, blue-purple, bluegreen & yellow-green These are the colors formed by mixing a primary and a secondary color. That's why the hue is a two word name, such as blue-green. Wednesday, February 12, 14
  • 10. Color is a general term COLOR TERMINOLOGY: Hue Shade Saturation Tint Value Tone Wednesday, February 12, 14
  • 11. Hue An object’s color Blue, green, red, etc. Wednesday, February 12, 14
  • 12. Saturation How pure a color is HIGH SATURATION High saturation = purest color. No white or black added LOW SATURATION Wednesday, February 12, 14
  • 13. GREEN & RED HUES HIGH SATURATION Wednesday, February 12, 14
  • 14. Wednesday, February 12, 14
  • 15. Value How light or dark a color is HIGH Highest value = white Lowest value = black Note: colors with high saturation have a middle value Wednesday, February 12, 14 MIDDLE LOW
  • 16. Wednesday, February 12, 14
  • 17. Tone Created by adding gray to a hue Tones are generally duller or softer-looking than pure hues Wednesday, February 12, 14
  • 18. Shade Created by adding black to a hue, making the hue darker Wednesday, February 12, 14
  • 19. Tint Created by adding white to a hue, making the hue lighter Wednesday, February 12, 14
  • 20. Shade vs. Tint Wednesday, February 12, 14
  • 21. Color schemes/palettes Important to define your color palette/ scheme before starting on a project Use your color wheel! Wednesday, February 12, 14
  • 22. Traditional schemes Monochromatic Analogous Complementary Wednesday, February 12, 14
  • 23. Monochromatic Made up of different tones, shades, and tints within a specific hue. SHADE TONE TINT HUE Wednesday, February 12, 14
  • 24. Wednesday, February 12, 14
  • 25. Wednesday, February 12, 14
  • 26. Wednesday, February 12, 14
  • 27. Analogous Created by using three colors that are next to each other on the 12spoke color wheel Ex: Blue, blue-green, and green Wednesday, February 12, 14
  • 28. Wednesday, February 12, 14
  • 29. Analogous Cont’d Analogous schemes are good, but sometimes they don’t provide enough contrast to the design Use shades, tints, and tones of colors to give more contrast Wednesday, February 12, 14
  • 30. Wednesday, February 12, 14
  • 31. Complementary Created by combining colors from opposite sides of the color wheel Again, use shades, tints, and tones of complementary hues to give more contrast Wednesday, February 12, 14
  • 32. Wednesday, February 12, 14
  • 33. Wednesday, February 12, 14

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