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Color

Color can influence human perception and psychology in different ways across cultures. Red may symbolize passion in some cultures but danger in others. Understanding how color is viewed based on cultural and religious contexts is important for designers. Certain color combinations that create harmony in one culture may seem discordant in another. Effective use of color requires considering audiences from various backgrounds.

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Enzo
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60 views52 pages

Color

Color can influence human perception and psychology in different ways across cultures. Red may symbolize passion in some cultures but danger in others. Understanding how color is viewed based on cultural and religious contexts is important for designers. Certain color combinations that create harmony in one culture may seem discordant in another. Effective use of color requires considering audiences from various backgrounds.

Uploaded by

Enzo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Color

Yusaira Farhia
Introduction to Vision

vision
the faculty or state of being able to see
Introduction to Vision

+
Visual Perception
Culture
Experience
Psychology
Electromagnetic Spectrum

GAMMA | X-RAYS | ULTRAVIOLET | | INFRARED | RADAR | FM | TV | SHORTWAVE | AM

visible light
Perceiving Colors
Color
Receptor
Cells
How we see is matter of
Physics & Biology at the
same time
Color theory help designers
understand color interactions,
select and combine colors,
construct pleasing and effective
palettes.
Properties of
Color
Primary Color
Secondary Color
Tertiary Color
Color Vocabulary
Primary
Color
Secondary
Color
Tertiary
Color
Color
scheme
Complementary
Color
scheme
Split
Complementary
Color
scheme
Triadic
Color
scheme
Double
Complementary
Color
scheme
Analogous
Color
scheme
Monochromatic
Color properties allow us to
distinguish and define colors. The
more we know about color
properties, the better we can adjust
colors to our needs.
Color
Vocabulary
Red

hue
The name of a
color in the color
cool spectrum.
color

Yellow
Orange
warm
color

Green
Tint | a light value of a hue made
by mixing the hue with white.
(resulting light color)

Shade | a dark value of


a hue made by mixing the
hue with black.

Tones | a dull value of


a hue made by mixing the
hue with gray
(resulting dull color)
Achromatic | a color scheme of
black, white and all grays

Monochromatic | a color
scheme that uses only one hue
and the tints and shades of that
hue.

Polychromatic | a color scheme


that uses more than one hue.
Colour Schemes
Color Harmony
Emphasis
Visual Balance
Space and Depth
Attract and Hold Attention
Color Trends & Forecasting
Color
Harmony

the basic harmony

Red Blue Yellow Green

Monochromatic

Analogous

Triadic

Complementary
Warm & Cool
Color

Warm Color vivid and


energetic, and tend to
advance in space.

Cool Color give an


impression of calm,
and create a soothing
impression.
Color
Harmony
Emphasis
Color
Harmony
Visual Balance
Color
Harmony
Space & Depth
Color
Harmony
Attract & Hold
Attention
There really are no right or
wrong ways to use color,
there are many ways to
achieve great results.
Color Trends &
Forecasting
• National cultural influences
• Music and entertainment;
pop culture
• The economy
• World events (poitics,wars,
natural disasters)
• The shrinking global
community
• Business and
manufacturing demands
• Nature and
environmentalism
• Shared technologies
• Nostalgia and futurism
• Psychological impac of
Pictures from www.pixabay.com
certain colors (creative Commons CC0)
Working with Color –
Identity
Brand Identity
Wayfinding
Information Graphic
Color helps raise the Don’t use too many
Color in colors in one place, as it
brand awarness.
Branding must easily recognize and
remember

Keep the colors thoroughly Remember the context,


consistent so that the product connect it with its history
is easily identifiable by and tradion
consumers.

Make colors symbolize what Understand that various


brand stands for, and think cultures and consumers
about what colors give the symbolize colors
brand its temperament. differently
Brand
Identity

Pictures from www.pixabay.com


(creative Commons CC0)
Pictures from www.pixabay.com
(creative Commons CC0)
Easy
recognition

Pictures from www.pixabay.com


(creative Commons CC0)
Wayfinding

We use wayfinding to
establish landmarks,
enabling people to
quickly decipher and
differentiate spaces.

Pictures from www.pixabay.com


(creative Commons CC0)
Working with Color –
Color and Culture
Pyschological Cultural
by Countries Cultural
by Religion
There is no correct or Always consider the
incorrect way to perceive context in which you
color; it’s an individual, are to use color.
highly personal matter.

A subjcetive use of color Always give reasons why


doesn’t mean you have a you are using the colors
ticket to use bad color that you chose; talk
combinations, try to find an about the relationships
objective approach first. between colors.

At first, never limit your To provide better context,


palette of colors. Over time, present the use of colors
start eliminating colors that on different applications.
are incompatible to your needs
Color is a symbolic decision,
designers must consider
cultural backgrouds,
religion, class, gender and
ages groups, and under-
stand that each culture’s
perception of color differs.

Pictures from www.pixabay.com


(creative Commons CC0)
Psychological
Red

Beauty, Blood, Christmas,


courage, Energy, Passion, Heat,
Love, Enthusiasm, Aggression,
Anger, Battle, Cruelty, Danger,
Death, Failure, Stop, Revolution

Green Black

Fertility, Money, Joy, Power, Authority, Weight,


Growth, Healing, Success, Sophistication, Elegance,
Nature, Youth, Cleanliness, Formality, Seriousness,
Inexperience, Ilness, Mysterious, Stylishness,
Poison, Greed, Nausea. Evil, Mourning, Fear,
Remores, Emptiness,
Pictures from www.pixabay.com
(creative Commons CC0)
Cultural by
Yellow
Countries
North America
Taxi, Transportation
Italy
Hospitality
China
Royalty, Honor

Orange Blue

Egypt Japan
Mourning Surrounding ocean
India Egypt
Hinduism Divinity
North America France
Halloween. Royalty.
Pictures from www.pixabay.com
(creative Commons CC0)
Cultural by
Blue
Religion
Christianity
Virtue
Hinduism
God Khrisna
Buddishm
Peace

Green Purple

Cahtolic Islam
Pentecost Skill
Islam Christianity
Sacred, Paradise Advent
Buddishm Buddishm
Youth Sacred
You don’t see color, you feel it.
It’s like music; it goes right
through your system.

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