The Plan
Let’s talk about this holiday coming up….Valentine’s Day.
I was driving back to my house tonight thinking about my gift I’ve bought my partner. I think it will be the best gift this year because it’s something he’s seen and wanted. As I was driving home I wondered what color the wrapping paper should be and for every designer, everything should have a plan; the design process (which I will talk about in the next post). So I brainstormed for a moment. The two colors that are used on Valentine’s Day are red and white. So I thought red is too bold and powerful, no other color can compete with that…and white is peaceful and calm, therefore what color should I choose for the wrapping paper? Hopefully, all designers out there are thinking white. That’s my correct answer and the reason is remotely clear. The gift I am giving him I want him to remember. I want it to be his only focus. The paper is just for show, once it’s served its purpose it can be discarded. Two competing elements in a design is bad. There should be only one. Therefore, every designer (and gift giver) should have a plan.
Color Theory
There are three basic categories of color theory: the color wheel, color harmony and the context of how colors are used. A color circle, based on red, yellow and blue, is traditional in the field of art. There are also definitions (or categories) of colors based on the color wheel. We begin with a 3-part color wheel.
1. Primary Colors: Red, Yellow, Blue
In traditional color theory primary colors are the 3 pigment colors that can not be mixed or formed by any combination of other colors. All other colors are derived from these 3 hues.
2. Secondary Colors: Green, orange and purple
These are the colors formed by mixing the primary colors.
3. Tertiary Colors: Yellow-orange, red-orange, red-purple, blue-purple, blue-green & yellow-green
These are the colors formed by mixing a primary and a secondary color. That’s why the hue is a two word name, such as blue-green, red-violet, and yellow-orange.
Meaning of Color
Color in design is very subjective. What evokes one reaction in one person may evoke a very different reaction in somone else. Sometimes this is due to personal preference, and other times due to cultural background. Color theory is a science in itself. Studying how colors affect different people, either individually or as a group, is something some people build their careers on. And there’s a lot to it. Something as simple as changing the exact hue or saturation of a color can evoke a completely different feeling. Cultural differences mean that something that’s happy and uplifting in one country can be depressing in another.
Warm colors include red, orange, and yellow, and variations of those three colors. These are the colors of fire, of fall leaves, and of sunsets and sunrises, and are generally energizing, passionate, and positive.
Red and yellow are both primary colors, with orange falling in the middle, which means warm colors are all truly warm and aren’t created by combining a warm color with a cool color. Use warm colors in your designs to reflect passion, happiness, enthusiasm, and energy.
Cool colors include green, blue, and purple, are often more subdued than warm colors. They are the colors of night, of water, of nature, and are usually calming, relaxing, and somewhat reserved.
Blue is the only primary color within the cool spectrum, which means the other colors are created by combining blue with a warm color (yellow for green and red for purple). Greens take on some of the attributes of yellow, and purple takes on some of the attributes of red. Use cool colors in your designs to give a sense of calm or professionalism.
Neutral colors often serve as the backdrop in design. They’re commonly combined with brighter accent colors. But they can also be used on their own in designs, and can create very sophisticated layouts. The meanings and impressions of neutral colors are much more affected by the colors that surround them than are warm and cool colors.
Here’s a quick reference guide for the common meanings of the colors discussed above:
Red: Passion, Love, Anger
Orange: Energy, Happiness, Vitality
Yellow: Happiness, Hope, Deceit
Green: New Beginnings, Abundance, Nature
Blue: Calm, Responsible, Sadness
Purple: Creativity, Royalty, Wealth
Black: Mystery, Elegance, Evil
Gray: Moody, Conservative, Formality
White: Purity, Cleanliness, Virtue
Brown: Nature, Wholesomeness, Dependability
Tan or Beige: Conservative, Piety, Dull
Cream or Ivory: Calm, Elegant, Purity
Color Schemes
Complementary Colors that are opposite each other on the color wheel are considered to be complementary colors (example: red and green). The high contrast of complementary colors creates a vibrant look especially when used at full saturation. This color scheme must be managed well so it is not jarring.
Analogous Color schemes use colors that are next to each other on the color wheel. They usually match well and create serene and comfortable designs. Analogous color schemes are often found in nature and are harmonious and pleasing to the eye. Make sure you have enough contrast when choosing an analogous color scheme.
A Triadic Color scheme uses colors that are evenly spaced around the color wheel.
Triadic color schemes tend to be quite vibrant, even if you use pale or unsaturated versions of your hues. To use a triadic harmony successfully, the colors should be carefully balanced – let one color dominate and use the two others for accent.
Enjoy!
