Color Theory Notes

Color Theory

Primary,Secondary and Tertiary

ROYGBIV

Red,Orange,Yellow,Green,Blue,Indigo, and  Violet

Primary Colors primary primary

Pigment generated colors are derived from these primary color:red.yellow, and blue

Lights generated colors are derived from these primary colors: red, green and blue.

Primary Colors Subtractive color pigment generated

Secondary and Tertiary

Secondary tertiary and beyond

Mixing primary colors creates other colors.For example: blue +yellow=green

blue+red=violet

A secondary color

Dark color recedes, Light color advances

Color Mixing

RGB Red,Green,blue Lights Generated Model

RGY Red,Green,yellow,Pigment generated Model

CMYK Cyan,Magenta,Yellow, Black Print Process Mode

Color Modes

Monochrome  Tints,shades, and tones of a single hue

Grayscale Black and White only

WEB SAFE RGB hexadecimal compatible

Color Modification

TINTS Add white to a pure hue

Shades add black to a pure hue

Tones Add grey to a pure hue

Color Harmony Complementary

Complementary

Color  Palettes

Different color palettes can invoke mood location.emotion

Color properties

Cool Warm Bright Dark Saturated Desaturated

Color intensity Changes in Relation to its surrounding color

Color Associations These Types of color associations are to all people

Cultural and Physiological Color Associations

.These color associations are generated from cultural contemporary sources and may not be universally recognizable

Why Color Matters.73% of purchasing decisions are made in-store

.Caching the shipper’s eye and conveying information effectively are critical to successful sales  

Why color Matters

.Color increases brand recognition by up to 80%

Color Affects:Appetite.Blue is a rare occurrence in nature

.We have no appetite response to blue food

Color Affects: The Mind

.Pink is a tranquilizing color that drains your energy

.Used in prisons,holding cells opposing team locker rooms

In prison holding cells,opposing team locker rooms