Color Theory

Color Theory

Primary -Red Yellow Blue OR... Red Green Blue
                 Pigment                           Light

Secondary -Green Orange Purple
Tertiary -Secondary colors mixed

Paint, or light to generate color
"ROYGBIV"

Primary

Pigment -Subtractive

Light -Additive
Red, Green, Blue -Make white

Secondary/Tertiary

Warm- Red, Orange, Yellow
Cold- Green, Blue, Purples

Darker color -farther away, receding
Lighter color -closer

Color Mixing

Ex:
CMYK for printing
RGB for light
RGY pigment generated

Color Modes

Ex:
Monochrome/monochromatic:   Tints, shades of single hue

Grey Scale:    Black and white only

Web Safe RGB:    Hexadecimal compatible

Color Modification

Tints: White to a pure hue
Shades:  Black to a pure hue
Tones: Grey to a hue



Color Harmony
Colors that work well together
Opposite of each other on color wheel

Split Complementary
Opposite, + few to left/right

Analogous
Next to each other
Almost monochromatic -has more depth

Triad
color wheel -triangle

Tetradic
4 point rectangle shape inside color wheel

Quadtriateral
Square in color wheel

Color Palettes

Cultural and Psychological Color Association

Why Color Matters
      -73% of purchasing decisions are now made in-store
      -catching the shoppers eye
      -can increase 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