Colour plays a vital role in good web design. It has the power to evoke particular emotions in your website visitors, which influences how that person views and interacts with your brand. Those who are web designing understand that colour can be used as a way to focus people’s attention on certain elements of a website, driving them towards a journey to conversion. https://ifactory.com.au/news/colour-basics-hues-tints-tones-and-shades

1. COLOUR BASICS:
HUES, TINTS, TONES
AND SHADES

2. Colour theory:
Science vs traditional
A designer in the digital era gets that you don’t have to stick to
a fine artists approach to colour mixing. That’s because
choosing the right colour, particularly in brand and advertising,
depends on a scientific approach. A designer must balance
the complex nuances of mood, emotion, perception, cultural
and personal meaning to create attractive and effective design.
Despite this scientific methodology, there’s a lot a designer can
learn from traditional colour theory to decipher what colours
work well together and how they can adapt the colour to create
a different mood.

3. Firstly, let’s understand the
elements of a colour wheel
Upon first glance, the colour wheel acts as a tool to
understanding primary, secondary and complementary colours.
Yet, it is more complex than it seems. It defines analogous colours
(any three colours that sit side-by-side), split complementary
colours (which reflects the two colours neighbouring a
harmonising hue) and tetradic colours (an assemblage of four
colours, including two complementary colours).

4. HUE
Many people, including artists and
website designers, use hue and colour
interchangeably.
It’s understandable to presume they mean
the same thing, but technically speaking
they are slightly different. A hue refers to
the dominant colour – or pure spectrum
colours – in a colour family, one without
black or white pigment.

5. TINT
A tinted colour occurs when you take
the original hue and add white to it. In
essence, you are creating a tint of that
hue. For example, if you were to add
white to red, you are tinting the colour
lighter to appear pink.

6. SHADE
A shade has the opposite effect of a
tint. By taking any colour or hue and
adding black to it, you are creating a
shade of the original colour. For
example, mixing a small amount of black
with blue could create a navy or oxford
blue. While mixing black with red could
transform the colour to garnet.

7. TONE
A tone refers to a less intense, or duller,
version of a colour or hue. To tone down
a colour, all one needs to add is grey.
For example, mixing a small amount of
grey with red could create a chalky red
or dull pink.
Of course, there is a whole world of
colour theory to explore and its relation
to branding and identity. We have only
just tapped the surface.

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