COLOR

IN DESIGN
CHUKWU ADAEZE VICTORIA
BRAND DESIGNER & STRATEGIST
First chop high five!
You’ve taken a bold step into the world of design, and
trust me, you’ve made the right choice!

Learning something new can feel like navigating a

dense jungle at times, but remember: every expert
was once a beginner.

Some days, things will click instantly. Other days, you

might feel a little lost. That’s perfectly okay! The key is
to keep exploring, keep practicing, and keep showing
up. Every small step you take here is bringing you
closer to your dream.

So let’s go!
THE IMPACT OF
COLOR
THE IMPACT OF COLOR

Colors are powerful psychological triggers that 1. First Impressions Matter

influence how we feel, think, and act. Businesses and People form an opinion about a product within 90
brands use colors strategically to evoke emotions, seconds, and 62-90% of that decision is based on
shape perceptions, and drive purchasing behavior. color.
Example: A luxury watch in a black box feels more
Colors impact the limbic system, the part of the brain premium than one in a bright orange box.
responsible for emotions, memories, and decision-
making. Each color triggers different psychological and 2. Brand Recognition & Trust
physiological responses. Color increases brand recognition by 80%, making it
easier for customers to remember and trust a
How Color Influences Buying Decisions company.
Example: Coca-Cola's red color is instantly
Research shows that color affects 85% of a customer’s recognizable and associated with excitement.
purchase decision. Here’s how:
3. Impulse Buying & Conversions 5. Call-to-Action (CTA) Optimization
Red, yellow, and orange create urgency and make Websites use specific colors for buttons to increase
people buy quickly. conversions.
Example: Fast food chains like McDonald's and Example: Red and orange "Buy Now" buttons
clearance sale signs use red to push fast decisions. increase urgency, while green buttons make people
feel safe.
4. Targeting the Right Audience
Different demographics respond differently to colors:
Men prefer blue, black, and green.
Women prefer purple, blue, and green.
Older people prefer softer, neutral colors.
Children prefer bright, high-energy colors.
COLOR
THEORY
COLOR THEORY

Color theory is a fundamental aspect of art, design, and By understanding and applying the principles of color
visual communication, encompassing principles and theory, artists and designers can create visually
concepts that dictate how colors interact and influence compelling and effective works of art and design that
each other. resonate with viewers on a deeper level.

Understanding color theory is important for artists,

designers, marketers, and anyone involved in creating
visual content.

Color helps to set a mood. Apart from using colours to

portray mood, you can also use it to show light, depth,
and point of view (POV).
 THE COLOR
WHEEL AND
CLASSIFICATION
THE COLOR WHEEL AND CLASSIFICATION

The color wheel is a circular representation of the Secondary Colors: These colors are created by mixing
spectrum of colors. It typically consists of primary colors two primary colors together. For example, mixing red and
(red, blue, and yellow), secondary colors (orange, green, blue creates purple, mixing blue and yellow creates
and purple), and tertiary colors (mixtures of primary and green, and mixing red and yellow creates orange.
secondary colors).
Tertiary Colors: Tertiary colors are created by mixing a
The arrangement of colors on the wheel helps primary color with a secondary color adjacent to it on
demonstrate color relationships and harmonies. the color wheel. Examples include red-orange, yellow-
green, and blue-violet.
Primary Colors: These are the building blocks of all other
colors and cannot be created by mixing other colors
together. In traditional color theory, red, blue, and
yellow are considered primary colors.
COLOR
SYSTEM
COLOR SYSTEM

There are two types of colour systems: RGB Color System:

RGB (Red, Green, and Blue): RGB is a colour system RGB is an additive color model where colors are created
meant for digital media. So all web related posts, social by combining varying intensities of red, green, and blue
media, etc. are designed with RGB colour system. light. It is used largely in digital displays such as
computer monitors, television screens, cameras, and
CMYK (Cyan, Magenta, Yellow, and Black): This is a colour LED displays.
system meant for print. So all your print productions like
books, flyers, souvenirs, etc. are created using the CMYK Additive Color Mixing: In RGB, colors are generated by
colour system. adding different intensities of red, green, and blue light
together. When all three colors are combined at their
maximum intensity, they produce white light.
Conversely, absence of all three colors results in black.
APPLICATIONS

RGB is the primary color model for electronic displays, Color Accuracy: RGB is ideal for displaying vibrant and
including computer monitors, televisions, digital saturated colors on electronic screens. However, it may
cameras, and smartphone screens. It's also commonly not accurately represent colors in print media, because
used in web design, digital art, and photography. the colors are produced by emitting light rather than
reflecting it.
Color Representation: Each color channel (red, green,
blue) typically ranges from 0 to 255, with 0 representing
the absence of color and 255 representing maximum
intensity. By adjusting the intensity of each channel, a
wide range of colors can be produced.
CMYK Color System: Color Accuracy: RGB is ideal for displaying vibrant and
saturated colors on electronic screens. However, it may
CMYK is a subtractive color model used primarily in color not accurately represent colors in print media, because
printing processes, where colors are created by the colors are produced by emitting light rather than
subtracting varying percentages of cyan, magenta, reflecting it.
yellow, and black inks from a white background (the
color of the paper).

Subtractive Color Mixing: Unlike RGB, where colors are

added together, CMYK starts with white (the color of the
paper) and subtracts light by overlaying transparent ink
layers. When all four inks are combined at full intensity,
they produce a deep, rich black color.
APPLICATIONS

CMYK is the standard color model for color printing, Color Accuracy: CMYK is optimized for color printing and
including offset printing, digital printing, and color is essential for achieving accurate color reproduction in
photocopying. It's widely used in the production of print media. However, it may not accurately represent
newspapers, magazines, packaging, and other printed colors on electronic displays, as the color gamut of
materials. CMYK is narrower than that of RGB.

Color Representation: Each color channel (cyan,

magenta, yellow, black) in CMYK is represented as a
percentage, indicating the amount of ink coverage on the
paper. For example, 100% of all four colors results in a
solid black, while 0% of all colors results in a white
background.
In summary, RGB is ideal for electronic displays and Hexadecimal (Hex) Color System:
digital media, while CMYK is essential for color printing
and reproducing accurate colors in print media. The hexadecimal color system is commonly used in web
Understanding the differences between these color design and digital graphics.
systems is crucial for ensuring color fidelity and
consistency across different mediums and applications. It represents colors using a six-digit code preceded by a
hash symbol (#), where each pair of digits represents the
Pantone Matching System (PMS): intensity of red, green, and blue light, respectively. For
example, the color white is represented as #FFFFFF (255
Pantone is a color system used primarily in the printing red, 255 green, 255 blue), and black is represented as
industry. It consists of a standardized set of colors, each #000000 (0 red, 0 green, 0 blue).
identified by a unique code, making it easy to specify and
reproduce colors consistently across different printing
processes and materials.
 COLOR
PSYCHOLOGY
COLOR PSYCHOLOGY

Imagine a time when you wanted to go for an interview. How we feel about colors or react to them heavily
What color of clothes did you wear? Black or grey will depends on our psychology, biological conditioning and
most likely be part of what you wore. Or let’s say you are cultural background. It depends on context and culture,
walking inside a forest (I don’t know how you entered a there is a universal ‘feel’ colors give when you see them.
forest o) and you see a path/tree tied with red fabric. You
immediately know that there is danger there. Color psychology is the study of how colors affect
human behavior, emotions, and perceptions. It explores
Color communicates ideas. the psychological and emotional impact of different
colors and how they can influence mood, cognition, and
Color evokes emotions. decision-making.

Color inspires action.

CONCEPTS IN COLOR PSYCHOLOGY:

Cultural Influences: Colors can have different meanings Warm colors like red, orange, and yellow tend to evoke
and associations across cultures. For example, while feelings of warmth, energy, and stimulation, while cool
white symbolizes purity and weddings in Western colors like blue, green, and purple are often associated
cultures, it is associated with mourning in some Eastern with relaxation, tranquility, and trust.
cultures. Cultural backgrounds can influence individuals'
perceptions and responses to colors, making it Color Symbolism: Colors are often used symbolically to
important to consider cultural context when using color convey messages and meanings. For example, green is
in design and communication. associated with nature, growth, and health, making it a
common choice in environmental and health-related
Emotional Responses: Colors evoke specific emotional branding. Colors can also have cultural or contextual
responses and associations. For instance, red is often symbolism. For instance, in Western cultures, black is
associated with passion, energy, and excitement, while often associated with sophistication and formality, while
blue is linked to calmness, trust, and serenity. in some Eastern cultures, it may symbolize mourning or
bad luck.
Marketing and Branding: Color plays a crucial role in
marketing and branding, influencing consumers'
perceptions and purchase decisions. Brand colors can
communicate values, personality, and identity.

For example, vibrant and energetic colors can be used by

youthful and dynamic brands, while muted and
sophisticated colors may be preferred by luxury brands.

Color psychology is employed strategically in marketing

to evoke desired emotional responses, create brand
recognition, and enhance brand recall.
 COLOR
TEMPARATURE
COLOR TEMPERATURE

Color temperature influences how we perceive colors in Emotional impact of color temperature:
our surroundings. We use color temperature to evoke
emotion and create atmosphere in paintings, drawings, Warm colors, such as reds, oranges, and yellows, create a
and other artworks. sense of warmth, energy, and passion. They can be used
to convey excitement, enthusiasm, and optimism in
Warm light tends to create a cozy and intimate graphic design. Cool colors, such as blues, greens, and
atmosphere, often associated with relaxation and purples, evoke feelings of calmness, tranquility, and
comfort. stability. They are often associated with serenity,
professionalism, and trustworthiness.
Cool light, on the other hand, is more energizing and
stimulating, commonly found in work environments or
outdoor settings.
Creating hierarchy using temperature: Branding using color temparature:

Color temperature can be used to establish visual Different industries and businesses use warm or cool
hierarchy and guide viewers' attention within a design. colors to communicate specific brand attributes and
Warm colors tend to advance visually and attract values. For example, a healthcare company might use
attention, making them suitable for highlighting key cool colors to convey professionalism and trust, while a
elements or calls to action. In contrast, cool colors food brand might use warm colors to evoke appetite and
recede visually and can be used to create background excitement.
elements or establish a sense of depth.
COLOR EMOTIONS

Cool Colors (Blue, Green, Purple) – Calming & Purple: Luxury, Creativity, Royalty
Trustworthy. Used by high-end brands (e.g., Hallmark, Cadbury) to
signal premium quality.
Blue: Trust, Dependability, Security Stimulates problem-solving and creativity.
Used by banks (e.g., PayPal, Facebook) because it
builds confidence.
Reduces stress and lowers heart rate, making people
feel relaxed.

Green: Growth, Health, Wealth

Often used by eco-friendly and financial brands (e.g.,
Starbucks, Whole Foods).
It’s easy on the eyes and associated with nature and
money.
COLOR EMOTIONS

Warm Colors (Red, Orange, Yellow) – Energetic & Used in call-to-action buttons (“Buy Now” and
Attention-Grabbing. “Subscribe”).

Red: Urgency, Passion, Appetite Yellow: Optimism, Happiness, Attention

Increases heart rate and blood pressure, making Stimulates mental activity and boosts mood (e.g.,
people feel excited. McDonald's, Snapchat).
Common in fast food (McDonald's, KFC, Coca-Cola) Creates a sense of warmth and friendliness, making
because it stimulates hunger. brands feel approachable.
Used for sales promotions and “limited-time offers”
to create urgency.

Orange: Energy, Enthusiasm, Playfulness

Encourages action and impulse purchases (e.g.,
Amazon, Fanta).
COLOR EMOTIONS

Neutral Colors (Black, White, Gray, Brown) – Balance & Gray: Neutrality, Timelessness, Maturity
Sophistication. Used by corporate brands (e.g., Mercedes-Benz) to
create a sense of stability.
Black: Elegance, Power, Mystery
Used by luxury brands (e.g., Chanel, Nike) to signal Brown: Reliability, Earthy, Comforting
exclusivity. Used by brands like UPS, Hershey’s to convey
Creates a sense of authority and professionalism. strength and tradition.

White: Simplicity, Cleanliness, Purity

Common in medical and tech brands (e.g., Apple,
Tesla) to show innovation and minimalism.
 COLOR
HARMONY
COLOR HARMONY

It involves the pleasing arrangement of colors to create Complementary: Complementary colors are located
visually appealing compositions. It helps to create opposite each other on the color wheel, such as red and
balanced and harmonious visuals that evoke specific green, blue and orange, or yellow and purple.
emotions, convey messages effectively, and engage Complementary color schemes create high contrast and
viewers. vibrancy, making them visually striking. They can be used
to create emphasis and focal points in designs.
Color harmony is based on the relationships between
colors. Analogous: Analogous colors are adjacent to each other
on the color wheel, such as red, orange, and yellow or
Different color combinations create various visual blue, green, and teal. Analogous color schemes are
effects and evoke different emotions. The color wheel is harmonious and create a sense of unity and cohesion.
a useful tool for understanding these relationships. They are often used in designs where a subtle, soothing
Common color relationships/schemes include palette is desired.
complementary, analogous, triadic, etc.
Triadic: Triadic color schemes consist of three colors Tetradic: Tetradic color schemes involve four colors
evenly spaced around the color wheel, forming an arranged into two complementary pairs, forming a
equilateral triangle, such as red, yellow, and blue or rectangle on the color wheel, such as red, green, blue,
orange, green, and purple. Triadic color schemes are and yellow. Tetradic schemes offer a rich and diverse
vibrant and balanced, offering a wide range of palette, providing ample opportunities for creating
possibilities for creating visually appealing compositions. dynamic and engaging designs.

Split-Complementary: Split-complementary color Monochromatic: Monochromatic color schemes

schemes are similar to complementary schemes but with involves using variations of a single color to create a
one color and the two adjacent to its complement. For visually cohesive and harmonious composition. This
example, pairing red with teal and green. Split- color scheme is characterized by its simplicity, elegance,
complementary schemes offer the contrast of and subtle variations in tone, shade, and tint.
complementary colors while providing a more nuanced
and balanced palette.
Write a case study analysis
on how color affects a luxury
brand versus a budget brand.
ACCESS WORKBOOK
You are on your Keep exploring, keep
practicing, and keep
showing up.

way to being an
amazing designer
CHUKWU ADAEZE VICTORIA
BRAND DESIGNER & STRATEGIST