Color Using Understanding the possibilities and complexities of printing in color.

Color Color choice is critical to good design--whether it is the printed page or web page. It may well be the most powerful design tool because it communicates so effectively.

Colors can vary . . . Human perception; the way each person sees color can vary Colors can vary depending on which color is by its side or how the light hits the page/screen Monitors vary Home printers often do not have the same color range as professional printers Flat panel monitors will have a tendency to be more blue. Also, you have to consider the resolution capability of the monitor

Colors can vary . . . There are millions of printable colors and only 216 web-safe colors; Even when using professional printing services, colors can differ because there are different printing processes Monitors and printers create color differently CMYK vs Pantone

Monitors vs. Printers Color selection is complicated by the difference in the way monitors and printers create color Monitors use a process known as additive color Printers use subtractive color

Additive vs. Subtractive Additive color starts with black and adds red, green and blue to produce white Subtractive color starts with black and removes cyan, magenta, and yellow to produce white.

RGB vs. CMYK RGB CMYK RGB is additive color This is the color model used by monitors and televisions RGB stands for red, green, blue Colors range in value from 0-255 CMYK is subtractive color This is the color model used by inkjet and laser printers CMYK stands for cyan, magenta, yellow, and black These colors are also known as process colors Varying percentages (0-100%) of each color are used to reproduce color

Process Color vs. Spot Color PRINTING Professional printing services use process color or spot color Process color uses four colors of ink: cyan, magenta, yellow, and black to produce all colors Typically used when printing photographs or multi-color graphics more than two spot colors are needed Spot colors uses specially mixed ink to create colors Typically used when limited number of colors are in the publications vibrant colors are needed special effects (metallic, fluorescent) are required

Pantone Pantone: a color matching system that uses a series of cards to identify specific colors. The Pantone Matching System is the most widely used standardized coloring system used by professionals. http://www.pantone.com/pages/pantone/Pantone.aspx?pg=19970&ca=1

Color Theory Color theory is understanding the relationship of color--often based upon the specific location on the color wheel Color wheel: a visual representation of colors arranged according to their chromatic relationship.

http://www. brigantine. atlnet http://www.brigantine.atlnet.org/GigapaletteGALLERY/websites/ARTiculationFinal/PDFfiles/ColorGuide.pdf

Communicating with Color Colors create feelings and generate emotional responses in readers. Black--classic, strong, mysterious, shows authority Blue--peaceful, dependable, quiet, loyalty, productive Brown--wholesome, rich, home-like, stable, rustic Green--soothing, refreshing, healing, natural, fresh Neutral--classic, quality, natural, timeless, quiet

Communicating with Color Orange--sharp, friendly, hot, energizing, inviting Pink--happy, sweet, romantic, youthful Purple--sensual, elegant, regal, spiritual, mysterious Red--exciting, dynamic, appetite stimulant White--pure, bright, innocent, clean Yellow--harmonious, warming, sunny, splendor

Color Schemes A color scheme is the choice of colors used in the design of publication Colors are combined to create a particular mood, image, etc. Example: Bright colors create a festive mood Neutral colors create a calming mood

Basic Color Schemes Monochromatic—different values of one color Analogous--colors that are adjacent to each other on the color wheel Complementary--colors that are opposite each other on the color wheel Split-complementary--a main color and the two colors on each side of its complementary color on the color wheel Triadic--three colors of equal distance apart on the color wheel

The intensity of the color is described as its saturation. http://www.brigantine.atlnet.org/GigapaletteGALLERY/websites/ARTiculationFinal/PDFfiles/ColorGuide.pdf

Color Tips Consider your audience Use colors appropriate to the topic Consider color contrast with your background color; older viewers need higher brightness levels to distinguish colors Use color consistently across the project Verify that the colors you use look okay on different projection methods Be sensitive to the fact that colors mean different things in different countries and regions. office.microsoft.com/en-us/infopath/HA102270681033.aspx#1 colorusage.arc.nasa.gov/index.php www.lighthouse.org/accessibility/effective-color-contrast www.usask.ca/education/coursework/skaalid/page/scrndsgn/murch.htm desktoppub.about.com/cs/color/a/symbolism.htm http://www.topendsports.com/design/color-culture.htm