Color Theory
The Psychology of Color
(+ a bit of graphics)
A new look at color…
Why is your favorite shirt or outfit? Why is it
your favorite?
Why do advertisers use certain colors to
advertise their products?
How do colors influence our lives every day?
Color Theory
Themixture of colors and the
visual impact of specific color
combinations.
Green
Envy
Natural
Wisdom
Life & Renewal
Cools and calms
Lowers blood pressure and appetite
Good luck
Red
Passion
Love
Sexy
Anger
Creativity
Increases heart rate and blood pressure
Increases appetite
Yellow
Sunny
Happiness
Gets attention faster than any other color
Yellow objects noticed first
Best as a companion to other colors
Use bright yellow to create excitement when red or orange may be
too strong or too dark.
Perky
Good yellow
Yellow ribbon - hope, support, remembrance
Mellow yellow - laid back, relaxation
Bad yellow
Yellow or Yellow streak or Yellow-bellied - cowardice or coward
Yellow journalism - irresponsible reporting
Orange
vibrant
combination of red and yellow
denotes energy, warmth, and the sun
less intensity or aggression than red
calmed by the cheerfulness of yellow
energetic
Blue
Water
Cool
Clean
Rebirth
Dependability
Lowers blood pressure
Decreases appetite
Black
Conservative
Goes well with almost any color except the very dark
Serious and conventional
Mysterious
Sexy
Sophisticated
Black is the color of mourning in the west
Among young people, black is often seen as a color of
rebellion
White
Purity
Cleanliness
Innocence
Like black, white goes well with almost any color.
White is often associated with hospitals,
especially doctors, nurses, and dentists.
Angels are typically depicted as wearing white
Pink
Softer, less violent red
Sweetness
Pink is the sweet side of red
Cotton candy and bubble gum and babies,
especially little girls
Large amounts can create physical weakness in
people
Romantic and charming
Warm Colors
Warm colors are based in red. Unlike hot
colors, warm colors are softened with the
addition of yellow, which creates a heady
array of red-orange, orange and yellow-
orange. These direct, emotionally touching
colors seem to reach out to us—an inviting,
comforting aspect of warm colors that makes
them natural for home interiors.
Cool Colors
Cool colors are anchored in blue; unlike
cold colors, however, they are
blended with yellow and red, which
creates a gorgeous range of colors
from green through blue through
violet. These colors are perceived as
soothing, calming, meditative and
peaceful, like a slowly moving stream.
Make sure you understand these terms.
Refer to your notes if necessary.
.gif vs. .jpg
Lossless vs. Lossy graphics
Bitmapped vs. Vector programs
RGB vs. CMYK color
Primary vs. Secondary colors
Analagous vs. Complimentary colors
Monochromatic color
High Key color vs. Low Key color
The Psychology of Color
Check for Understanding
1. Why is it important for a designer to know
the psychological effects of color?
2. Why do food advertisers use lots of warm
colors in their advertising and packaging?
3. Why do advertisers of “healthy” snacks
use green?
4. How does color affect the way we buy
things?
Homework Reminder
Color Sample Collection
or
Magazine Project
5 sample ads with your explanation of
color theory used in ads
Choose a superhero/villain from the list below.
Based on what you’ve learned about color,
why do you think your hero wears the
costume he/she wears? Does the costume fit
into the archetype for that color?
Superman Batman
Wonderwoman Spiderman
Lex Luthor The Joker
Yoda Darth Vader
Luke Skywalker Princess Leia
Additional Resources
http://www.iit.bloomu.edu/vthc/design/psychol
ogy.htm
http://www.colormatters.com
http://www.spectrummuse.com/color_theory.
htm