The Basics of Color Theory
Understanding color is an essential part of design. In a study conducted by Colorcom, 84.7 percent believed color accounts for more than half of the important factors in choosing a product.
Color theory is “the collection of rules and guidelines which the designers use to communicate with users through appealing color schemes,” according to Interactive Design Foundation. It is used to convey different emotions through the application of harmonious or inharmonious color pairings.
The Origins of the Color Wheel
The application and perception of color pertains to the discovery of light in the 17th century. Its most recognizable adaptation is the color wheel, first presented by Sir Isaac Newton.
The colors were set in a diagram that showed the white light cast by prisms as composed of a variety of colors. Newton assigned the different hues that he discovered values like the seven musical notes on the scale, eventually arranging them in what we now know as the color wheel.
The original color wheel was composed of seven colors: red, orange, yellow, green, blue, indigo and violet. According to MasterClass, it was only later that Johann Wolfgang von Goethe created the six-colored wheel, eliminating indigo.
The Type of Colors
There are three main categories of colors based on the color wheel.
Primary Colors: These are colors that cannot be mixed by any combination of other colors: red, yellow and blue.
Secondary Colors: These colors come from mixing primary colors: green, orange and purple.
Tertiary Colors: These are colors created by mixing primary colors with secondary colors, including hues (gradation of color).
Color Theory and Design
Creating color harmony is a key component in design and marketing. Deciding on what type of harmony to include in your branding can change how your customers interpret and interact with it.
When creating a design, it is essential in having the right color systems.
Photo from Decal Impressions
There are two color models in design: RBG and CMYK as shown in the diagram above. If you want to print your logo on a t-shirt and want to incorporate your logo on your social media account, consider the different color modes when incorporating your design.
CMYK: This is a subtractive color model, using cyan, magenta, yellow and black in the creation of other colors. This system is used for print designs (flyers, business cards etc.).
RBG: This is an additive color model, in which red, blue and green are added in creating other colors. This color system is composed for colors used on screens.
Choosing Your Harmony
Color harmony demonstrates the relationship that different color pairings have with one another. According to Color Matters, it establishes color combinations that are pleasing to the eye and create visual order.
Complementary Colors: This is the use of colors on opposite sides of the color wheel. The diagram above shows an example of complementary colors – yellow and purple.
Analogous Colors: This is the use of three colors located beside one another on the color wheel. The diagram above is an example of pairing colors that are analogous, being similar in color.
Monochromatic: This is taking one hue and changing the vibrancy of each tint to create slight variations.
Color and Marketing
The usage of color and color combination is important and can create a positive psychological impact on your clients. For example, using yellow and green conveys a bright and happy feeling. In comparison, the use of colors like red can portray power. Consider applying the usage of color for your next branding project or relaunch. Think about the feeling that invokes in you when you look at light blue in comparison to red. This plays into the use of different color harmonies.
