COLOR THEORY Marketing Groups Group Selection Group Process Marketing Presentations Final Presentations
Groups will contain specialized job descriptions • Project Manager • Creative Director/Art Director • Designer(s)COLOR THEORY • Web Developer • Other “Nobody cares what colors you like”. COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
Color always must be culturally, symbolically, and expressively appropriate for a brand, individual, or entity as well as for the audience.
We understand color depending on audience, context, and the colors that surround it.
We perceive color in relation to the hues, values and neutrals that surround it. COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
You can use color to create a focal point or for emphasis.
You can use color to differentiate a graphic element from others in a composition.
Using color is the easiest way to establish correspondence among graphic elements in a single composition or across multiple pages. COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
Color can be thematic.
You can use color to define a section of a website or publication.
You can use color to cue the audience. COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
Color groupings nature: earth tones, minerals, sea, etc. seasons and climates: autumn, tropical, etc. fine art: Fauvism, Pointillism, Divisionism, Mannerism, etc. periods of design history: Psychedelic, New Wave, etc. fashion across centuries and countries, textiles: batik, Tartan plaids ceramics: ancient Chinese ceramics, Greek red vase period, etc. global cultures: always research color symbolism in relation to the audience’s culture and country because each color has its own set of associations and meanings. COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
TERMS hue: the name of a color; that is, red or green, blue or yellow value: refers to the level of luminosity—lightness or darkness— of a color saturation: the brightness or dullness of a color; also called intensity or chroma; the pureness of a color COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
TERMS tint: a color mixed with white shade: a color mixed with black COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
TERMS primary colors: red, blue, and yellow secondary colors: green, orange, and violet tertiary colors: yellow-green, blue-green, blue-violet, red- violet, red-orange, and yellow- orange COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
Cool Colors • blue, green, and violet hues • resulting effect is calm or serene • feels synchronized and congruent
Often, the cool colors are easier to balance than warm colors or combined warm/cool palettes. COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
Warm Colors • red, orange, and yellow hues
Conventional associations with warm colors are the feeling or sensation of heat ( fire, the sun), spiciness, or intensity. COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
Monochromatic • employ only one hue • establish a dominant hue identity • allows for a variety of contrasts in value and saturation
A monochromatic palette can contribute to a composition’s unity and balance. COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
Analogous • color schemes employ three adjacent hues • resulting in a harmonious relationship
In an analogous scheme, one color can dominate, and the other two colors play supporting roles. COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
Complementary • any two opposing hues on the pigment color wheel • tend to visually vibrate
Used in small amounts placed close together, complementary colors may mix optically to form grays or to shimmer, which is called melange optique (optical mixture). COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
Split complementary • include three hues • one color plus the two colors adjacent to its complement on the color wheel
A split complement’s vibratory nature is high contrast but somewhat more diffused than a complement and is less dramatic than a complementary color scheme but still visually intense. COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
Triadic • include three colors that are at equal distance from one another on the color wheel • basic triadic groups are the primaries and secondaries
An example of another triadic relationship is red-orange/ blue-violet/yellow-green. COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
Tetradic • composed of four colors in two sets of complements (a double complementary)
Tetradic palettes offer great hue diversity and contrast. COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes Links
Adobe Color Essential Training Chapter 1 Creating Color Themes • Touring the Adobe Color Website • Creating a basic theme • Exploring color rules • Specifying color values • Editing your theme
Using Adobe Color in Illustrator
Use the Adobe Color Themes Panel COLOR THEORY Introduction Color Groupings Terms Cool | Warm Colors Color Themes