COLOR

Primary colors

Primary colors

Newton color wheelSort your color chips into piles that correspond to the organization of the color wheel.

Warm colorsThese colors advance from the picture plane and excite the nervous system. We tend to associate them with action, confusion and energy.

Cool colorsThese colors recede from the picture plane and calm the nervous system. We tend to associate them with stillness, cleanliness and tranquility.

Monchromatic color combinationsDifferent gray values of the same hue are called “monochromatic.”

These combinations tend to communicate tranquility and lack of motion. Find several sets of chips that represent analogous color combinations.

Analogous color combinationsColors next to each other on the color wheel are “analogous.” These

combinations tend to communicate harmony and familiarity. Find several sets of chips that represent analogous color combinations.

Complementary color combinations

Colors across from each other on the color wheel are “complementary.” These combinations tend to communicate excitement and conflict. Find several sets of chips that represent complementary color combinations.

Triadic color combinationsColors separately equally from each other on the color wheel are “triadic.” These combinations can communicate a range of impressions, depending on their treatment. Find several sets of chips that represent triadic color combinations.

Color schemes (palettes)• As a general rule, human beings love color. We

prefer color images to black and white ones. • We do not all discriminate between hues at an

equal level of granularity, and a significant portion of the population does not discriminate certain hues at all. Color cannot be used reliably for complex coding schemes unless people have the time to memorize and use those schemes intensively.

• We identify schemes or palettes (combinations) of color easily and associate them with places, feelings and experiences. Color can be used metaphorically to suggest certain feelings or associations.

• The relative proportions of each color affect the overall combination.

• The large expanse of white helps to prevent this warm combination from becoming hot.

• The banner ad definitely adds to the heat of the basic color scheme.

• The ads in the left-hand column bring in an additional complementary contrast and also work to cool down the overall color scheme.

• Subsequent pages retain the same color scheme.

• Flash Advisor Tutorials

• Base color(s)• Base colors

make up the “ground” of a color scheme – other colors are seen against the base and in relation to the base.

• Accent colors• The accent

colors fill out the color scheme.

• In instructional materials, accent colors will also carry meanings.

• Accent colors

• “title bar”

• Accent colors

• “title, menu, or clickable text”

• Accent colors

• “You type here.”

• Accent colors• “advertisemen

ts” – we know you will ignore them, so we make them dominant!

Color schemes (palettes)

• The amount of each color in an overall scheme affects our impression of the scheme.

• Color schemes can be adjusted into hierarchies of dominance through– Amount of each color– Varying intensities of color– Juxtaposition of color

• Very similar color scheme – but when the complementary colors are intensified and placed next to each other – you can’t look anywhere else.

COLOR