Color November 22, 2013

What is color? o A ray of light (the source of all color) o Perceived by the eye and interpreted by the brain o Internal sensation expressed when colored light waves stimulate the eye

Color is Affected By: o Texture o Artificial lighting o Natural lighting

Pigments o Substances that can be ground into fine powders o Used for adding color to dyes and paints o Were derived from animal, mineral and vegetable sources o Now produced through chemistry

Blue Cool Color Moves away from you Suggests respect, responsibility, authority Needs a relief color Tranquilizing Elongate time Favorite color Poor color around food

Red Hot, exciting, stimulating Highly emotional Raises blood pressure, pulse and heart rate Cellular reaction in heart and lungs Stimulate appetite Pay more Lose track of time Separate gender responses

Yellow Requires the most visual processing Cheerful, warm, inviting Stimulate memory “Value for Money” Loss of minor muscle control in elderly Loose your temper quicker Baby’s cry more

Green Peaceful, relaxation, serenity Easiest for the eye to see Fastest adjustment time High socio-economic status Natural Cool color closest to warm

Black Mysterious Positive and negative effects Positive: Dignity, solemnity, formality Negative: Mourning, sorrow, depression Message of power, strong authority when combined with white Reinforces the color it touches, powerful accent

White Delicate, refined Symbol of purity, chastity, cleanliness All white feels empty or forced Soften edges between colors Encourages precision Clarity, openness and brightness

Grey Helps people work longer Increases creativity People are more artistic Chameleon-takes on other colors Needs accent colors Strong prejudice against grey – love/hate

Brown Homelike, masculine Warmth, snug, secure Universal Solidity Positive food associations Less intensive behavioral response Needs natural associations and less yellow for a positive response.

Violet Stronger versions are called purple Feelings of uncertainty Represents royalty, dignity Women generally accept universally People get tired of the fastest Seen as artistic and expressive

Pink Sweet Can be calming Intensifies when applied Feminine Good accent clothing color, not as well used overall in clothing

Orange Declassifying Informal Stimulating Inexpensive Good around fast food Shares some qualities of red, slightly reduced

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Color Wheel o Basic tool for working with color o Based on the standard color theory known as Brewster/Prang

Primary Colors o Red, yellow and blue o Cannot be mixed from other pigments

Secondary Colors o Orange, green and violet o Made by mixing equal amounts of two primary colors

Tertiary Colors o 6 of them: Red-orange, red-violet, blue- green, blue-violet, yellow-green, and yellow-orange o Also known as intermediate colors o Made by mixing equal parts of a primary color and a secondary color

Warm Colors o Reds, yellows, and oranges o Are advancing o Create feelings of warmth, activity and excitement

Cool Colors o Blues, purples, greens o Are receding o Create feelings of coolness, calmness, and relaxation

Neutral Colors o Colors not found on the color wheel o White, black, grey, brown, beige, tan and cream o Color Wheel Project