Impact of Color in Graphic Design

MCJ 312 GRAPHIC DESIGNLijie Zhou

What is color?The way an object absorbs reflects lightThe kind of light that strikes an objectDifferent light waves

Three primary colors in white light: R(red), G(green), B(blue)

Color is:Not unchangeableDynamic Affected by its environment

The color wheelMixing pigments is black but not whitePrinting (ink): C(cyan), M(magenta), Y(yellow), K (black)The traditional pigment-based color wheel (RGB)Munsell color wheel (CMYK)

Pigment-based Color Wheel

Munsell color wheel

Properties of ColorHue: name of the colorValue: degree of lightness or darkness in a hue

Lighter than normal: tintsDarker than normal: shades

Intensity (saturation): A measure of a color’s purity and brightness.

Two ways for reducing the intensity: mix with gray or mix with opposite color

Adobe Lightroom

Different valuesWithin one hue

Color SchemesComplementary: One and the opposite one in color wheel (value)Analogous: The one next to anotherMonochromatic: One hue in several values

By John Mattos

The Relativity of ColorSimultaneous contrast: The color is relative to the colors surrounding itJosef Albers: color and structural relationships, color is relative to the colors surrounding it. (Bauhaus in graphic design)

The Psychology of ColorRedBlueYellowGreen…….All about personal life and memories

Five psychological factors of color selection:

Cultural associations with colorThe profile of the audience and its color preferencesThe character and personality of the organizationThe designer’s personal relationship with colorAn awareness of current color trends

By Georges Seurat

OthersColor temperature:

Measured by Kelvin (K)Over 5000K: cool colors2700-3000K: warm colorsDifferent temperature, Different light radiation, Different color from a black body (non-reflective body )

White balance