The document discusses the functions and uses of color in visual communication. It outlines how colors can be used to attract attention through strength, create atmospheres, inform, structure, and teach. It also describes the natural color system which is based on how humans perceive color, using the color space, circle, and triangle to illustrate relationships between colors. Finally, it explains that color combinations from the same or adjoining quadrants in the color circle produce whispering or speaking colors, while combinations from opposite quadrants produce shouting colors.

1. Visual Communication
 CDG 204
School of graphic design 2014
Lecturer: Miss. Hafiza Wahida Abd Kadir

2. Chapter 13
COLOUR - 'In full colour.'

3. FUNCTIONAL COLOURS
• Colours must have a communicative
function, and should:
– Attract through colour strenght.
– Create atmosphere with the help of cold or
warm colours for example.
– Inform, as in a hospital where yellow indicates
infection.
– Structure, as in a newspaper where different
sections are colour coded.
– Teach, for instance through tint blocks which
emphasize and clarify certain parts of the
material.

4. Natural Colour Theory
• The most common system of describing
colours is the NATURAL COLOUR
SYSTEM (NCS), which is based on
research into how humans perceive
colour.
• This system is described in the COLOUR
SPACE, the COLOUR CIRCLE and the
COLOUR TRIANGLE.

5. Colour Combinations
• The four quadrants (quaters) of the
COLOUR CIRCLE provide a general
template for combining colours.
• Combinations of colours in the same
quadrant produce whispering colours.
• Colours from adjoining quadrants give
speaking colours.
• Shouting colours are obtained by putting
together colours from two quadrants which
are opposite each other in the colour
circle.