1. Color Basics

2. Cantcolor Open this jpg
Read the actual color name, so red for the last one say “Green”

3. Color Models - CMYK Cyan, Magenta, Yellow, Black
Used in print production. Print uses reflected (subtractive) light model
Ink masks (absorbs) light that would usually be reflected from a white background… you are “subtracting” brightness
Start with white, and as you add inks, you build towards black
Cyan, Magenta, Yellow used in different amounts – theoretically, maximum equal amounts of these inks produce black
Not cost effective, so black ink is used to achieve black

4. Color Models - RGB Red, Green, Blue
Used in screen (i.e. web) production. Screen uses emitted (additive) light model
CRT (box tvs/monitors) had phosphors – substance that glowed when stimulated with an electron gun
LCD accepts energy in one form (electric current) and emits various colors
Start with black (no light emitted) then add various Red, Green, Blue – maximum equal amounts of each give white

5. Measuring Color – Bits first
We talk about many colors in terms of Bits
We measure how much Red, Green, and Blue a color has
A bit is smallest unit of computer storage. It is a one or a zero – or something else (a reflective or non-reflective surface on a CD) that represents one of two states
So, one bit = 2 possible values – 0 or 1
Two bits = 4 possible values – 00, 01, 10, 11
8 bits = 256 possible colors

6. Measuring Color – Powers of 2
Binary works in powers of 2
If there is a 1 in a given column, add that number to running total, if it’s a 0, don’t add
The chart below helps translate the binary number
Binary = 150
128 64 32 16 8 4 2 1

7. Measuring Color – 24 bit RGB color
Back to RGB – 24 bit color
8 bits for red, 8 for green, 8 for blue
If a value is 0 ( in binary) none of that color
If a value is 255 ( in binary) max of that value
Max red shown here 0 note the RGB value

8. Measuring Color – 24 bit CMYK color
Now CMYK
Values of 0 to 100 for each component
If a value is 0 none of that color
If a value is 100 max of that value
Max red shown here – combination of Magenta and Yellow

9. Measuring Color – Hex Hexadecimal is another form of a number1 2 3 4 5 6 7 8 9 A 10 B 11 C 12 D 13 E 14 F 15
Measuring Color – Hex
Hexadecimal is another form of a number
Unlunk decimal (10 “digits”, 0-9), hex uses 16 “digits”, 0-9 and A-F)
One hexadecimal character represents 16 possible states
Usually 2 characters
00=0, FF=255

10. Measuring Color – Hex Conversion
Hex values usually consist of 2 Hex characters
To convert from hex to decimal, take first number, multiply it by 16, then add second number
Convert 32 in Hex to decimal
3*16= = 50
Convert AB In hex to Decimal
10 * 16 = = 171

11. Measuring Color – Hex Colors
Hex color numbers usually start with #
Usually 2 characters for each red, green, blue
#FF0000 = Red
#00FF00 = Green
#0000FF = Blue
# = Black
#FFFFFF = White
Any equal amount RGB– i.e. # – will be a shade of gray…

12. Color Schemes – The Color Wheel
Tool for combining colors to find a pleasing arrangement
Helps you pick opposing colors to make a “color harmony”
There are warm (red, yellow, orange) – energetic
And cool (blue, green, purple) –soothing, calm
White, Gray, Black – neutral

13. Adobe colors Go to color.adobe.com
A color will be labeled, basic, your main color ..
The colors 2 to the left, 2 to the right rae

14. Complementary colors Exciting, Vibrant, Dynamic
Colors opposite each other on wheel
Colors almost “fight” to cancel each other out if used in equal weight
Note the rule
Consider one color dominant, the other for highlights, instead of equal weight
Avoid use for lots of text, great for logos

15. Analogous Harmonious, Pleasing Colors near each other on color wheel
May require tweaking of contrast, for dominant color
Nice components of an image, they blend

16. Monochromatic Soothing, Sedate, Clean Variations of a single color
May require tweaking of contrast, for dominant color – it won’t “pop”

17. Triad Harmonious, good contrast
Three equidistant spikes on color wheel
Not as jarring as complementary, good possible choice for infographics/logos
Consider one dominant, other two accent

18. Compound Two colors adjacent, two colors opposite
Good contrast, less eye strain then complementary
Not as jarring as complementary

19. Shades
Monochromatic
Most calming

20. Use your color
Once you have a color identified, Can find the color value…
Then reproduce that color exactly in the color panel
If using Adobe CC at home, you could login to your account on the Adobe color site, save your color theme, then import the entire theme into Illustrator…
But this is impractical in lab

21. Save your color
Then, from the swatches panel, can add (save) the color
Swatches panel, can add (save) the color – drag it down
Note you can find a complimentary color from the panel menu

22. Message of color Red evokes excitement, youthfulness, and boldness
Orange evokes friendliness, cheerfulness, and confidence
Yellow optimism, clarity, and warmth
Green evokes peace, growth, and health
Blue evokes trust, dependability, and strength
Purple evokes creativity, imagination, and prudence
Gray evokes balance, neutrality, and calmness
Not an exact science (for us) – but lots of research goes into use of color to influence!

23. Infographic Reading
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