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COLORCOLOR Seil TOROS 2104 as graphic design element

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Color is physically formed by light. We form color with pigments in the nature Color is more then light and pigments. Colors are non-verbal communication elements that effect people, create moods and feelings.

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Color If color is used in the correct manner it can be a powerful asset, but if it is used in the wrong way it can detract from the design or even make it unusable. This is because color is one of the most important elements used to help convey a message and as a result it can create or destroy brand confidence, sales growth, readership, etc.

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COLOR THEORY A set of principles used to help designers create harmonious color schemes is Color Theory and the Color Wheel.

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Color Wheel Isaac Newton The Color Wheel was invented by Sir Isaac Newton in 1666 and it is the color spectrum wrapped onto a circle to visually represent the relationship between color Johann Wolfgang Goethe A century later Johann Wolfgang Goethe studied the psychological effects of color and he noticed that the color wheel could be split into two parts. One of the parts runs from red through to yellow and he spotted that these colors evoked excitement and cheerfulness (WARM COLORS), whereas the colors in the part covering green to blue conjure up thoughts of weakness and unsettled feelings.(COLD COLORS)

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COLOR WHEEL The color wheel starts with 3 colors that are equidistant from each other. These colors are red, yellow and blue and are called the Primary Colors. They are called primary colors because they cannot be mixed from other colors. When you mix two primary colors together you create Secondary Colors. o Red + Yellow = Orange o Yellow + Blue = Green o Blue + Red = Violet Mixing a primary color with a secondary color creates a Tertiary Color. o Red + Yellow = Orange o Yellow + Blue = Green o Blue + Red = Violet

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COLOR WHEEL Monochromatic: Using a single color or lighter and darker tones of a single color creates a monochromatic scheme. A monochromatic scheme is visually pleasing and the easiest way to create a beautiful piece of jewelry. Analogous: To create an analogous scheme use 3 to 5 colors that are adjacent to each other on the wheel. Pick a starting color and then 1 or 2 colors on either side of it. Complementary: A complementary color scheme is created by using 2 colors that are directly opposite each other on the color wheel. This color scheme is high contrast and visually exciting. Its best to use one as the dominate color and the other as an accent color. Triadic: This color scheme uses 3 colors equally spaced around the color wheel. Red-Yellow-Blue, popular for kids items, is a triadic color scheme. A triadic color scheme creates strong visual contrast but is more balanced and harmonious than a complementary scheme.

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Color Combinations A color scheme based on analogous colors A color scheme based on complementary colors HARMONCCONTRAST

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COLOR-VALUE A colors value refers to its relative lightness or darkness.

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COLOR - VALUE Tints are created when white is added to the base hue Shades are created when black is added to the base hue.

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COLOR As a graphic design element color 1. Conceptual solutions 2. Typographic solutions 3. Compositional solutions Eye perceives color physical see x can`t see Mind perceives color Mean something Feel something

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COLOR_ Mean something and Feel something Color is relative: (1) Context (2) Time, age (3) Culture

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White Light, bright Peace (in war) Western Civilization: bride, purity, virgin Eastern Civilization: death, mourning, funerals Christians and Muslims: angels, goodness, honesty Ancient Rome: candidates wear white, political honesty Packaging: clean, cold, cosmetics Feeling: emptiness, hunger, weakness Materials: milk, pearl, snow Fashion: elegance, richness Graphics: mostly used background Reflects all the light beams. No tones. It becomes grey Goes well with any color

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White_Background and Goes Well With Any Color

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White_Background

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White_ Peace, Goodness, Angel, Honesty, Innocence

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White_ Pure, Cold

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White_ Pure, Clean, Beauty

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BLACK Pure dark Absorbs all the light beams No tones. It becomes grey Goes well with bright colors Darkness, night Badness, illegal, lie Western Civilization: death, mourning, funerals Christians and Muslims: devil, death, hell Dress: Slim Ergonomics: heavy Political/Business: serious, bureaucratic, candidate Ancient Egypt and Africa: productive (clouds full of rain) Packaging: cosmetics Feeling: mystery, magic, secret, unknown, closed, melancholy, hopeless, dramatic Fashion: elegance, sophisticated Graphics: empty, closed (it covers every color) background

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BLACK_ Dark, Fear, Bad, Death, Mystery

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BLACK_ Elegant, Expensive

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BLACK_ Heavy, Massive, Strong

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GREY In between white and black It is not pure. Creates mood easily It is so relative Dust, dirt Cold Shade Technology: goes to silver by changing value. It becomes precious, strong and shiny. Packaging: (silver)cosmetics Feeling: depressive, strength, power

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GREY_ Dust, dirt

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GREY_ Metal, Shine

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GREY_ Power, Technology

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GREY_ Depression, Risk

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RED The color that no one can resist. It effects everyone from any culture. Higher any ones blood pressure. Warm, Fire Energetic and Dynamic War: blood India: brides China: luck, productivity Revolution: China, Russia, France Feelings: love, sex, passion Danger, limiting Graphics: used a lot to draw attention, to higher the emotions, excitement. Designers try to use the advantage of its attractiveness. Objects: power, speed, luxury, Red makes things noticed and important

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RED_ Warm, Hot, Energy, Fast, Speed

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RED_ Revolution

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RED_ War

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RED_ Love, Sex, Passion

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RED_ Danger, Warning

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YELLOW Happiest color Warm color Sun, Warm Light Gold, precious, shiny Energetic Ancient Egypt: jealousy, shame China: kingdom and palace Feelings: happiness, joy, relax Danger Traffic, road signs, airports, factories, vehicles: danger, death, alarm, fog lights Graphics: long lasting (Shell, Ptt, Kodak) Packagingg: kids, toys, jewels Old, antique (gold) Metal

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YELLOW_ sun, light, bright, energy

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YELLOW_ happy, kids

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YELLOW_ danger

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YELLOW_ trust, long lasting

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YELLOW_ old

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YELLOW_ illness

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YELLOW_ rich, gold

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BLUE Almost everyone loves blue Cold color Light Cold, cool, ice Sky, see and ocean India and Mesopotamia: some god figures are blue Theology: power, infinity, god mercy Feelings: calming, friendly, steady, loyalty, faithful Packaging: drinks, medicine Young Transparency (glass) Depth Dreams Boy Blues, melancholic melodies and words

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BLUE_ light, sky, sea, ocean

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BLUE_ cold, cool, ice

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BLUE_ mystery, magic

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BLUE_ talkative, friendly

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BLUE_ melancholy

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GREEN Blue + yellow Cold color. It gets warmer when it gets darker. Low blood pressure Nature Cold color Life, health, environment, plants Agriculture Peace, harmony Feelings: calming, happiness, freshness, hopes Packaging: natural products, food, fresh Islamic: honesty, peace, being good, heaven, family, health Islamic: richness (emerald) American: richness (dollar) Spring Traffic: pass, permission Color of military