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Design Element 4 - Color
- 1. COLOR The impacts ofcolor in design
- 3. 4. COLOR Definition: Coloris the response of the eye to differing wavelengths of radiation within the visible spectrum. The visible spectrum is what we perceive as light. It is part of the electromagnetic spectrum that we can see. The typical human eye will respond to wavelengths between 400-700 nanometers (nm), with red being at one end (700nm), violet at the other (400nm) and every other color in between the two.
- 4. COLOR CONT’D… Colorcomponents: Hue: Hue deals with where color is positioned on the color wheel. Terms such as red, blue-green, and mauve all define the hue of a given color. Value: Value is the general lightness or darkness of a color. In general, how close to white or black a given color is. Saturation: Saturation is the intensity, or level of chroma, of a color. The more gray a color has in it, the less chroma it has.
- 5. COLOR CONT’D… Value -Color Value – B&W
- 6. COLORS CONT’D… Pigment basedColor Categories: Primary Colors Red, yellow, blue (art purposes) Cannot be made by mixing Secondary Colors Orange, violet, green Made by mixing 2 primary colors Intermediate Colors (tertiary) Red-Orange, Yellow-Green, Blue-Violet Made by mixing primary with secondary color Produces 12-point color wheel
- 7. INTERESTING ABOUT PRIMARY COLORS What is interesting about primary colors? Red and Blue are primary colors in both pigment (paint) systems as well as in the RBG Color System based on light Yellow is a primary color in Pigment System, however, is created through the combination of colors in a Light System Adding all color pigments (paints) together gives you an ugly dark brown color Adding all colors of light together gives you the perfect color – “White”
- 8. HOW COLOR ISCREATED Light travels as waves Light is energy – Electromagnetic Spectrum Small part of the spectrum is visible light energy Different wavelengths of energy appear as different colors Color is created when light interacts with an object Absorption – Light energy goes into the material and converted to heat Transfer – Light energy passes through a material unchanged Reflection – Light energy bounces off the surface When absorption and reflection occur, the light that is reflected changes in composition based on the color and make-up of the base material What color we see is dependent upon the color of the base material This phenomenon is called “The Color Effect”
- 9. HOW WE SEE……. What is the basis for how we (humans) see? Physiology: The retina contains cones and rods – light sensors in the eye Three types of Cones (RGB) Activated Cones send signal to the brain Humans can perceive the difference between about 10,000,000 colors Where Humans meet Electronics Devices use the notion of RGB to send only three signals RGB – is used to create a wide variety of colors 16,777,216 colors using RGB (2^8 * 2^8 * 2^8) The brain interprets the combination of difference wavelengths to be different independent colors
- 10. QUESTION…. Do wesee yellow? Answer: Not Exactly… Our eyes only have the ability to perceive Red & Green Because each is equally close to yellow, when those sensors are activated simultaneously, our brain translates the surface into the color yellow This is the same end result occurs whether we see something actually yellow - like a banana Something red and green over-layed
- 11. DESIGNING WITH COLOR How many colors? It is hard to give an exact answer to this question, but in general one can say that the risk of using too many colors is greater than the risk of using too few. Too many colors will make the page feel too busy and it usually makes it harder for the viewer to find the information he or she wants. It is also more tiring to the eyes. A page with too few colors, on the other hand, risks being seen as a bit boring, but this need not always be the case. One commonly used rule in these matters is to use three colors. Primary color: This is the main color of the page. It will occupy most of the area and set the tone for the design as a whole. Secondary color: This is the second color on the page, and it is usually there to "back up" the primary color. It is usually a color that is pretty close to the primary color. Highlight color: This is a color that is used to emphasize certain parts of the page. It is usually a color which contrasts more with the primary and secondary colors, and as such, it should be used with moderation. It is common to use a complimentary or split-complimentary color for this (see below).
- 12. COLOR HARMONIES ComplementaryColors A relationship of two colors that appear opposite each other on the color wheel. These two colors when placed next to each other tend to enhance the intensity (chroma) of each other with a contrasting appearance. Ex: Blue & Orange, Red & Green
- 13. APPLYING COMPLEMENTARY COLORS Generally used when both colors occupy elements in a single design or visual area Benefits: High contrast make them standout Attention getting Breaks up monotony Uses: Color boxes behind or around objects Alternating colored text Highlights or drop shadows Headlines and alternate design elements
- 14. DESIGNING WITH COMPLEMENTARY COLORS Complementary Colors The complementary colors are the colors which are directly opposite from one another on the color wheel. Complementary colors are contrasting and stand out against each other. Often it is a good idea to use a complementary color as the highlight color, as described above.
- 15. COLOR HARMONIES AnalogousColors Colors that appear adjacent to one another on the color wheel. These colors tend to be displayed in color families. (Ex: Blues = blue, blue-violet, blue-green)
- 16. APPLYING ANALOGOUS COLORS Generally used when three colors occupy elements in a single design or visual area Benefits: Makes strong connection to a single color family Creates a sense of harmony Uses: Adds color without excessive contrast Allows use of color as part of theme Breaks up color without distracting variety of colors
- 17. DESIGNING WITH ANALOGOUS COLORS Analog Colors The analog colors are those colors which lie on either side of any given color. Often these are color schemes found in nature. A site that makes use of analogous colors usually feels harmonious. The secondary color, as described above, can often be an analogous color.
- 18. COLOR HARMONIES TriadicColors A relationship of three colors equidistant from one another on the color wheel. The three primary colors form a color triad. Ex: Red, Blue, and Yellow
- 19. APPLYING A COLORTRIAD Generally used when three colors occupy elements in a single design or visual area Benefits: Adds variety of color to a visual area or design Eye catching without overusing one color Even balance of various color weights Uses: Various types of design elements Draw attention to text, graphics, and highlights
- 20. DESIGNING WITH ACOLOR TRIAD Triad Colors Triad colors are three hues equidistant on the color wheel. When you want a design that is colorful and yet balanced, a triad color scheme might be the way to go.
- 21. COLOR HARMONIES Monochromatic Aseries of colors at different levels all based on a single color hue, creates the appearance of multiple colors without changing the base color being used for better uniformity
- 22. APPLYING MONOCHROMATIC COLORS Generally used when up to three colors are used all based on the same original hue Benefits: Simple design structure Little distraction or potential disaster All things are made to look even in importance Uses: Headlines, body type, and other elements all color balanced Design elements balanced with main ideas Connects components through similarity
- 23. DESIGNING WITH MONOCHROMATIC COLORS Monochromatic Colors Monochromatic colors are all based on the same color hue and altered lighter by adding white (tint) or darker (shade) by adding black. By staying in the same color family, there is a certain uniformity in design elements.
- 24. DESIGNING WITH COLOR Have a purpose when selecting colors Colors say a lot in which are used Select those that connect with the content and audience Don’t use more than 3 colors Decide if you need more colors and what they would be used for Determine what color scheme would best compliment the details/information Stay within the same band of value Don’t mix different values together Exception being Monochromatic
- 25. WHICH COLOR SCHEMEIS USED? Analogous Complimentary
- 26. WHICH COLOR SCHEMEIS USED? Monochromatic Triadic
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- 34. COLOR THEORY Color Spaces: Subtractive Color Theory A subtractive color space is the traditional color space that most people refer to when they talk about color. It is pigment-based color, like when mixing paint. In a subtractive color space, the pigments manipulate the wavelengths that our eyes see. The absence of any pigment produces white, and all pigments blended together produces black. (Red, yellow, & blue) Additive Color Theory An additive color space is an electronic color space. It is light-based as in differing amounts of color on a computer screen. In additive color space, light is added to the screen in differing amounts to produce color. The absence of light is black and the presence of all light or full intensity is white. (Red, blue, green)
- 35. COLOR QUESTIONS??? Where doescolor come from? In Paintings? In Screens/Displays? In Nature? What colors work well together? How can colors be used to benefit design?
- 36. PSYCHOLOGICAL IMPLICATIONS OF COLOR Red is associated with blood, passion, or danger and with feelings that are energetic, exciting, and passionate. Most colors carry both positive and negative implications. The downside of red evokes aggressive feelings, suggesting anger or violence.
- 37. PSYCHOLOGICAL IMPLICATIONS OF COLOR Orange is the color of flesh, or the friendly warmth of the evening sun and signifies a certain outgoing personality. The positive implications of this color suggest approachability, informality. The negative side might imply accessibility to the point of suggesting that anyone can approach-- a lack of discrimination or quality.
- 38. PSYCHOLOGICAL IMPLICATIONS OF COLOR Yellow is the color of sunshine. This color is optimistic, upbeat, modern. The energy of yellow can become overwhelming. Therefore yellow is not a color that tends to dominate fashion for long periods of time.
- 39. PSYCHOLOGICAL IMPLICATIONS OF COLOR Green In its positive mode, green suggests nature (plant life, forests), life, stability, restfulness, naturalness. On the other hand, green in some tones or certain contexts (such as green skin) might instead suggest decay (fungus, mold), toxicity, artificiality.
- 40. PSYCHOLOGICAL IMPLICATIONS OF COLOR Blue suggests coolness, distance, spirituality, or perhaps reserved elegance. Some shade of blue is flattering to almost anyone. In its negative mode, we can think of the "blues"-the implication being one of sadness, passivity, alienation, or depression.
- 41. PSYCHOLOGICAL IMPLICATIONS OF COLOR Violet is the color of fantasy, playfulness, impulsiveness, and dream states. In its negative mode, it can suggest nightmares, or madness.