Design

color theory

Primary colors

*Pigment generated colors are derived from the primary colors: red, yellow, blue.

*Light generated colors are derived from the primary colors: Red, Blue, Green

Secondary and tertiary

*Mixing primary colors creates other colors. For example Blue + Yellow = Green Blue+ Red= Violet

Color Mixing

*Red, Green, Blue light generated model

*Red, Green, Yellow pigment generated model

*Cyan, Magenta, Yellow, Black print process model

Color Modes

*Monochrome: Tints, Shades, and Tones of a single hue

*Grey scale: 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 Properties

*Cool

*Warm

*Bright

*Dark

*Saturated

*Desaturated

Color Intensity

*Color intensity changes in relation to its surrounding color

Color Associations

*These types of color associations are universal to all people

Cultural and psychological color associations

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

Why color matters

*73% of purchasing decisions are mow made in-store

*Catching the shoppers eye and conveying information effectively are critical to successful sales

*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

The Mind: *Pink is a tranquilizing color that drains your energy

*Used in prisons, holding cells, opposing team locker rooms