1. The Psychology of Color (+ a bit of graphics)
Color Theory
The Psychology of Color
(+ a bit of graphics)

2. A new look at color…
Why is your favorite shirt or outfit? Why is it your favorite?
Why do advertisers use certain colors to advertise their products?
How do colors influence our lives every day?

3. Color Theory
The mixture of colors and the visual impact of specific color combinations.

4. Green Envy Natural Wisdom Life & Renewal Cools and calms
Lowers blood pressure and appetite
Good luck

5. Red Passion Love Sexy Anger Creativity
Increases heart rate and blood pressure
Increases appetite

6. Yellow Sunny Happiness Gets attention faster than any other color
Yellow objects noticed first
Best as a companion to other colors
Use bright yellow to create excitement when red or orange may be too strong or too dark.
Perky
Good yellow
Yellow ribbon - hope, support, remembrance
Mellow yellow - laid back, relaxation
Bad yellow
Yellow or Yellow streak or Yellow-bellied - cowardice or coward
Yellow journalism - irresponsible reporting

7. Orange vibrant combination of red and yellow
denotes energy, warmth, and the sun
less intensity or aggression than red
calmed by the cheerfulness of yellow
energetic

8. Blue Water Cool Clean Rebirth Dependability Lowers blood pressure
Decreases appetite

9. Black
Conservative
Goes well with almost any color except the very dark
Serious and conventional
Mysterious
Sexy
Sophisticated
Black is the color of mourning in the west
Among young people, black is often seen as a color of rebellion

10. White Purity Cleanliness Innocence
Like black, white goes well with almost any color.
White is often associated with hospitals, especially doctors, nurses, and dentists.
Angels are typically depicted as wearing white

11. Pink Softer, less violent red Sweetness Pink is the sweet side of red
Cotton candy and bubble gum and babies, especially little girls
Large amounts can create physical weakness in people
Romantic and charming

12. Warm Colors
Warm colors are based in red. Unlike hot colors, warm colors are softened with the addition of yellow, which creates a heady array of red-orange, orange and yellow-orange. These direct, emotionally touching colors seem to reach out to us—an inviting, comforting aspect of warm colors that makes them natural for home interiors.

13. Cool Colors
Cool colors are anchored in blue; unlike cold colors, however, they are blended with yellow and red, which creates a gorgeous range of colors from green through blue through violet. These colors are perceived as soothing, calming, meditative and peaceful, like a slowly moving stream.

14. Make sure you understand these terms. Refer to your notes if necessary.
.gif vs. .jpg
Lossless vs. Lossy graphics
Bitmapped vs. Vector programs
RGB vs. CMYK color
Primary vs. Secondary colors
Analagous vs. Complimentary colors
Monochromatic color
High Key color vs. Low Key color

15. The Psychology of Color Check for Understanding
1. Why is it important for a designer to know the psychological effects of color?
2. Why do food advertisers use lots of warm colors in their advertising and packaging?
3. Why do advertisers of “healthy” snacks use green?
4. How does color affect the way we buy things?

16. Homework Reminder Color Sample Collection or Magazine Project
5 sample ads with your explanation of
color theory used in ads

17. Wonderwoman Spiderman Lex Luthor The Joker Yoda Darth Vader
Choose a superhero/villain from the list below. Based on what you’ve learned about color, why do you think your hero wears the costume he/she wears? Does the costume fit into the archetype for that color?
Superman Batman
Wonderwoman Spiderman
Lex Luthor The Joker
Yoda Darth Vader
Luke Skywalker Princess Leia

18. Additional Resources