Digital Desktop Publishing Color Theory

The use of color in Visual Design Color can be described in at least three different ways – scientifically, emotionally and artistically. As a designer, you’ll find it useful to understand the basics of each of these viewpoints.

The use of color in Visual Design Primary Secondary Tertiary

The scientific view of color Scientists describe color as wavelengths of light (red is longest and violet is shortest). White light is made up of all the colors of the spectrum. When light hits a surface, some wavelengths of light are absorbed and some are reflected, and the reflected wavelengths are the colors we see. For example, green grass absorbs all the light wavelengths except green, which is reflected back to our eyes.

Color in an emotional context We often use colors to symbolize particular emotions. These color associations can vary greatly from one culture to another. For example, the color red in one culture might signify happiness, but in another culture, aggression or anger.

Color in an emotional context In some countries and cultures, the color green can symbolize birth or regeneration

Color in an emotional context In some countries and cultures, the color green can symbolize corruption and control by an authority figure

Color in an artistic context Artists express themselves in their work using various colored media such as Papers Paints Pencils Computer drawing and painting programs Image: Modern artists may combine digital design with traditional artistic elements

Color in an artistic context A few ways that artists use color for expression are: Using natural light to magnify naturally occurring colors Altering colors (changing natural colors to unnatural colors) Example: Drawing a Cow as Pink and Green as opposed to its natural color Representing emotion via color Example: Red as angry, pink as feminine, blue as sad Creating focal points using color or lack of color Example: An artist draws a black and white portrait and only uses color in the eyes Image: Which item is the focal point?

Color use by digital designers Designers who use computers can choose from several different color selection systems within their software. Image: Early version of the Adobe ColorPicker, which allows users to manually edit color intensity and value

Color use by digital designers The colors a designer decides on will depend on what final product the designer will be creating For example, the colors a designer use will vary depending on if the final product is: Slides Laser prints Offset printing Computer graphics to be viewed only on a monitor Black and white prints Color Prints Image: The modern offset printing process can produce ultra high quality print product with amazing efficiency

Basic tips for color usage A few of the most common uses of color include: • Using color to highlight important information • Categorizing levels of information to improve organization of data • Attracting attention to a publication • Tying a layout together using a color theme • Creating a mood or an emotional response Image: Single element highlighted by color and perspective

Basic tips for color usage Warm hues (yellows, oranges, reds) will appear larger and closer. Cool hues (greens, blues) will appear smaller and farther away. Use one dominant color for emphasis. A small amount of an intense color will balance larger amounts of less intense color. Image: Child participating in ritual in India

Basic tips for color usage • A small amount of warm color will balance larger amounts of cool colors. • Complementary colors will work better together if one has lower value and intensity. Image: Color applied to selected items within an image

Remember, color usage is a powerful tool to convey YOUR INFORMATION.