1. Excerpts from Design Fundamentals for new Media, James Bennet,2ed
Color concepts
Excerpts from Design Fundamentals for new Media, James Bennet,2ed

2. contrast
Contrast can be thought of as the difference in values within an image. An illustration that has mostly light and dark areas is said to have high contrast
. If an image has a large number of different values in about the same range, the image does not have very much contrast. Like many of the other attributes of value in design, contrast is relative.
Text is read by the eye clearly distinguishing the shape of the character called glyphs, against a background.
A single bright area in an otherwise dark image will have a high contrast even
though the rest of the image might contain values that are very close in range

4. Don’t over do it
Several squares with different arrangements of contrasting colors are shown below.(dark background, light text). Although the background of each square is darker than the text, the color combinations produce completely different results.

5. Complementary colors
The compliment hue of each color is opposite with regard warm, cool
Compliment of orange (warm)” is blue(cool)…same for all hues

6. Hue
Hue refers to the major color that makes up the specific color being discussed. For example, the color pink has a red hue

7. Color temperature
Humans perceive certain colors as being warm or cool.
Red, orange, yellow = warm
Coo:l blues, violets, greens

8. Tint and shade
The term tint is used when more white has been added to a color, and the term shade is used to refer to the addition of black to a color.

9. Colors are
Tone, tint or shade

10. tone
tone is used when black and white are used together to mix with another color. In essence, the original color's value is changed by adding gray.

11. temperature Cool colors: soothing, peaceful, relaxing quality
Warm colors: exciting, active….reds, yellows, orange, they grab viewers attention

12. Simbolic color Certain colors have symbolic meaning
Know your audience:
If making a site for Finance site, red…bad choice…why
White=purity, virtue in western society
In India, white means for mourning, not appropriate for a wedding.
In Turkey, violet for mourning, Burma –yellow and portions of Africa-brown

13. Additive vs subtractive methods
How computers work
It’s the way we see color
Red.green, blue light are mixed(primary colors)
Intersections are secondary colors.
They are also the same as primary (cmyk) model

14. Subtractive colors How used for paint, print CMYK
colors are removed from white

15. mIxing RGB colors

16. example
Assume you have been hired to create a children’s brochure. The customer should like a teddy bear on the front. The customer is in Great Britain, What color would you use and why