This document discusses color theory concepts relevant to graphic design, including warm colors, cool colors, neutrals, hue, saturation, tones, shades, and tints. It provides definitions of these terms and examples of how they are used in website design to convey different feelings and meanings. Color theory is described as important for graphic designers to understand how colors can affect viewers and to create cohesive, targeted designs.

1. B Y – B H A V Y A T H A K U R
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B . D E S - A M I T Y U N I V E R S I T Y
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Computer Aided Design

3. What is Lorem Ipsum?
 In publishing and graphic design, lorem ipsum is
a filler text or greeking commonly used to demonstrate
the textual elements of a graphic document or visual
presentation.
 Lorem Ipsum is simply dummy text of the printing and
typesetting industry.
 Lorem Ipsum has been the industry's standard dummy
text ever since the 1500s, when an unknown printer took
a galley of type and scrambled it to make a type specimen
book.
 It has survived not only five centuries, but also the leap
into electronic typesetting, remaining essentially
unchanged.

4. Where does it come from?
 Contrary to popular belief, Lorem Ipsum is not simply random text.
 It has roots in a piece of classical Latin literature from 45 BC,
making it over 2000 years old.
 Richard McClintock, a Latin professor at Hampden-Sydney College
in Virginia, looked up one of the more obscure Latin words,
consectetur, from a Lorem Ipsum passage, and going through the
cites of the word in classical literature, discovered the undoubtable
source.
 Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de
Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by
Cicero, written in 45 BC. This book is a treatise on the theory of
 ethics, very popular during the Renaissance. The first line of Lorem
Ipsum, "Lorem ipsum dolor sit amet..", comes from a line in section
1.10.32.

6. Color theory for Designers
 Color in design is very subjective.
What evokes one reaction in one
person may evoke a very different
reaction in someone else.
 Sometimes this is due to personal
preference, and other times due to
cultural background.
 Color theory is a science in itself.
Studying how colors affect different
people, either individually or as a
group, is something some people
build their careers on.
 Something as simple as changing
the exact hue or saturation of a color
can evoke a completely different
feeling.

7. Warm Colors
 Warm colors include red, orange, and yellow, and
variations of those three colors. These are the
colors of fire, of fall leaves, and of sunsets and
sunrises, and are generally energizing, passionate,
and positive.
 Red and yellow are both primary colors, with
orange falling in the middle, which means warm
colors are all truly warm and aren’t created by
combining a warm color with a cool color. Use
warm colors in your designs to reflect passion,
happiness, enthusiasm, and energy.

8. Cool Colors
 Cool colors include green, blue, and purple, are
often more subdued than warm colors. They are the
colors of night, of water, of nature, and are usually
calming, relaxing, and somewhat reserved.
 Blue is the only primary color within the cool
spectrum, which means the other colors are created
by combining blue with a warm color (yellow for
green and red for purple). Greens take on some of
the attributes of yellow, and purple takes on some of
the attributes of red. Use cool colors in your designs
to give a sense of calm or professionalism.

9. Neutrals
 Neutral colors often serve as the backdrop in design.
They’re commonly combined with brighter accent
colors. But they can also be used on their own in
designs, and can create very sophisticated layouts.
The meanings and impressions of neutral colors are
much more affected by the colors that surround
them than are warm and cool colors.

10. Hue
 Hue is the most basic of color terms and basically
denotes an object’s color. When we say “blue,”
“green” or “red,” we’re talking about hue. The hues
you use in your designs convey important
messages to your website’s visitors.

11. Examples

12. Using a lot of pure
hues together can add
a fun and playful look
to a design, as done in
the header and
elsewhere on this
website.

13. Pure red is a
very popular
hue in Web
design.

14. Saturation
 Saturation refers to how a hue appears under
particular lighting conditions. Think of saturation in
terms of weak vs. strong or pale vs. pure hues.
 In design, colors with similar saturation levels make
for more cohesive-looking designs

15. Examples

16. The saturation levels of
many of the different
hues used here are
similar, adding a sense
of unity to the overall
design.

17. Combining colors
with similar muted
saturation levels
creates a soft design,
which is emphasized
by the watercolor
effects.

18. Tones
 Tones are created when gray is added to a hue.
Tones are generally duller or softer-looking than
pure hues.
 Tones are sometimes easier to use in designs. Tones
with more gray can lend a certain vintage feel to
websites. Depending on the hues, they can also add a
sophisticated or elegant look.

19. Examples

20. Tones can give
websites a
sophisticated look
while adding some
vintage and antique
flair.

21. Tones can be
intensified by
adding gray around
them, as done here.

22. Shade
 A shade is created when black is added to a hue,
making it darker. The word is often incorrectly used
to describe tint or tone, but shade only applies to
hues made darker by the addition of black.
 In design, very dark shades are sometimes used
instead of black and can serve as neutrals.
Combining shades with tints is best to avoid too dark
and heavy a look.

23. Examples

24. Jonathan Moore’s
website has a variety
of different shades of
purple in the
background (and a
couple of tints in other
parts).

25. Combining shades
within textures adds
interest to this website.

26. Tints
 A tint is formed when white is added to a hue,
lightening it. Very light tints are sometimes called
pastels, but any pure hue with white added to it is a
tint.
 Tints are often used to create feminine or lighter
designs. Pastel tints are especially used to make
designs more feminine. They also work well in
vintage designs and are popular on websites targeted
at parents of babies and toddlers.

27. Examples

28. Caio Cardoso’s
website has a variety
of green tints in the
background and in
other elements.

29. Blue tints are popular
for sky and nature
motifs.

31.  Line is used to add style, enhance comprehension,
create forms, and divide space by being a border
around other design elements or divider between
them. ... Whatever the line is made up, be it curved,
dotted, zigzag or straight, it can effectively define
elements in graphic design.

32. Thank you!