Colour Theory

 Introduction 

Color theory, at its simplest, is the science and art of utilizing color. Established by Issac Newton when he created the color wheel, it explains how humans perceive color and how colors visually mix and contrast. The basis of color theory involves the three main types of colors: primary, secondary, and tertiary colors. The primary colors are red, blue, and yellow. Traditionally, they cannot be created by combining other hues. The secondary colors, made from mixing two primary colors, are green, orange, and purple. The tertiary colors, made from mixing a primary and secondary color, are yellow-orange, red-orange, red-purple, blue-purple, blue-green, and yellow-green. 

The properties of colors are hue, chroma, and lighting. Hue is how the color looks, or how it looks in its pure form. Chroma is how pure it is, whether there is shading (black added to the color), tint (white added to the color), or tones (grey added to the color). Finally, there is lighting. This is how pale or saturated a color looks. To understand color theory, it is important to know how the color wheel works. As you can see in the image above, on one side of the color wheel are the reds and yellows, basically all of the warm colors. On the other side of the color wheel, are the blues and greens, basically all of the cool colors. 

  

Models of Color Theory

There are two main models of color theory. They are the additive and subtractive models. The subtractive model is CMYK, which stands for cyan, magenta, yellow, key (black). The basic meaning of the subtractive model is that remove light by adding more color. This is the colors that are used on the ink cartilages of printers. When you combine cyan, magenta, and yellow, you will end up with the color black. The more of each color you add of the paper, the closer the color will get to black. The less you add of each color, the closer the color will be to white. This model can be seen in the image below.

The second model of color theory is the additive color model of RGB. This stands for red, green, and blue. In this model, you are mixing light. Different colors are created by mixing red, green, and blue light at different intensities. In this case, if you mix all three colors of light, you will get white. This model is commonly used in screens, TVs, and projectors. This model can be seen in the image below. 

Harmony 

Visually, harmony is a word that describes something that is pleasing to the eye. Creating harmony using color theory  forms a sense of equilibrium that aids in creating interest in the viewer. Harmony is achieved through a a variety of colors, combinations and schemes. One of the most basic ones is a monochromatic color scheme. In this, there is one base color, and the rest of the colors are shades, tints, and tones of the base color. A monochromatic color scheme does tend to lack contrast but it does usually looks clean, consistent, and polished. They are often used in charts and graphs, where a large amount of contrast is not necessary. An example of this can seen in the image on the right. As you can see, the base color is purple with the rest of the colors present being shades, tints, and tones. 

   

Another basic color combination is an analogues color scheme. In this, colors next to each other on the color wheel are used. In this color scheme, there tends to be one dominant color, one supporting colors, and one accenting color. Though there is contrast, it is usually much softer. It is create for creating color schemes with only warm colors, or only cool colors. For example, in the image on the left, there is an analogous color scheme that is mainly using the colors purple, blue, green, and yellow, all of which are next to each other on the color wheel.

       

Another well known color combination is the complementary color scheme. This scheme uses colors that are opposite each other in the color wheel. Some color combinations that are part of this color scheme are blue and yellow. This color scheme helps create a large amount of contrast, making it extremely powerful. It is best used when one color is dominant and the other color acts as an accent for the dominant color. An example of this can be seen in the image below. Purple and yellow are primarily used in this image, being two complementary colors. In this example, yellow is the dominant color with purple acting as an accent. 

 

Another well-known color scheme is triadic. This is a color scheme made up of three colors that are equidistant from each other on a color wheel. They tend to be high contrasting while still maintaining the same tone. They are extremely bright and dynamic, creating both contrast and harmony at the same time. An example of this can be seen in the image below. This image does show a high amount of contrast between the blue, yellow, and red but the image is still well balanced and harmonious. 

The Meanings of Colors  

An imperative part of color theory are the emotions that certain colors evoke. The emotions that color evoke have a massive impact on the way that people perceive brands and companies. In addition to the emotions that colors evoke, what they are usually associated with can make an impact on the way a viewer may perceive a design. The meanings of colors stem not only from psychological effects and biological associations but also cultural environments. Depending on the culture, different colors are affiliated with certain events and emotions. For example, in Western countries black is the color of mourning while in Asian countries that color is white. This blog will be exploring the Western world's perception of colors, including what they mean and what they incite. It is important to note that different shades, tints, and tones of a color will create different emotions. The paragraphs below will outline the basic, more simplified meaning behind each color. 

Red

The color red is one that is associated with intense emotions, such as love and anger. The emotional response humans have to the color red is the reason that the phrase "seeing red" is used to describe when someone is incredibly angry. Red is also associated with power and danger, which can be seen through the use of red in stop signs. Due to the affiliation of red with all of these ideas, it is an extremely powerful color to use in branding. The boldness of red helps project strength, power, and confidence. A use of this color for its emotional connections can be seen clearly in the iconic masthead of the current affairs magazine Time. As seen in the magazine cover below, the color red is not only used in the masthead of the magazine but as a border too. The use of the color red draw's the viewers attention to the cover due to the power it is projecting. In addition, due to the associations of the colors red, a sense of desire is created in the viewer to learn more about what has been showcased and highlighted on the cover through the bold red border. 

Orange

With the color orange being a secondary color, made from combining red and yellow, it mixes the emotions that both colors create. Orange combines the heat and power of the color red with the playfulness and joy associated with the color yellow. Orange is a color that is confident but not associated with luxury. It communicates activity and energy, giving off a more youthful tone. Due to this, orange is not typically seen used by luxury brands, rather by those that are energetic, youthful, and vibrant. The color orange is used by Nickelodeon, a company whose target audience is children and young teens. As seen below, the logo is a bright orange. With the target audience of the brand being the younger generation, the color orange is used to create a vibrant, fun, and youthful atmosphere. This makes marketing the brand much more efficient as just a look at the logo creates emotions that lead customers to want to explore more. 

Yellow

The color yellow is one that catches the eye, but not in the way a color like red does. Being the color of the sun and smiles, it is a color that evokes happiness and joy in the viewer. It is full of positivity and hope, exemplifying youthfulness. It can also be a color that indicates caution, as it is used in life vests and caution tape. Yellow is used in a variety of brands that span across the spectrum, from Best Buy to National Geographic. One of the most iconic uses of the color yellow in branding would be in the McDonald's logo. The bright yellow m in the McDonald's logo helps create an atmosphere of fun, happiness, and positivity, one that is extremely family friendly. With McDonald's target audience being younger people and families, the use of yellow helps attract customers due to its psychological effects. 

Green 

The color green, seen in money, leaves on trees, and in the grass, is one that is commonly associated with nature. Linked to the growth and rebirth due to its immense presence in spring, it helps represents both stability and prosperity. With its correlation to money and nature, this color relaxes people, making them less worried about the instabilities of like. Depending on the shade, this color can represent different things. A lighter, brighter shade can represent growth while a darker one can represent wealth. Many well-known brands use the color green in their logos, from Starbucks to Spotify. For example, in the magazine cover below, the main image primarily utilizes the color green, displaying a large, rolling field full of flowers. The use of the color green in this nature-oriented scene creates a feeling of peace and prosperity, one that is further exemplified by the larger image itself. The color green, in this case, helps increase the emotions created in the image displayed as a whole, 

Blue

The color blue is that of the ocean and of the sky. It is calming and serene, helping to convey both intelligence and reliability. Historically, the color blue has been associated with may different areas of life, business, art, royalty and more. Due to its historical connections, blue can also be used represent authority, such as that of the police. It is important not to forget that the the color blue can also be said to represent depression and sadness. Thus the phrase, "feeling blue" being a common one. One must remember that the shade of blue does matter as it can completely change the emotions being displayed. A dark blue can show power while a light blue can create a peaceful atmosphere. Blue is used in the logos of many companies including Lowe's, American Express, and Skype. The magazine cover below has used the color blue immensely to establish a sense of trust between the reader and the writer. With the cover story of the magazine being one regarding fake news, the use of the color blue displays that readers can depend upon the magazine and rely upon it as it is trustworthy, unlike the instances they are going to outline in the issue. 

Purple

Being a secondary color that is a mix of red and blue, this color, similarly to orange, combines the emotions associated with both colors. It is both warm and cool, combing the strength and passion of red with the serenity of blue. Historically, purple has been associated with royalty with the color appearing luxurious and full of prestige. This is due to the cost of purple dye. It could only be afforded by the wealthy monarchy leading to this perception. Purple is also very mysterious and spiritual however. Monarchs were usually thought to be descendants of gods leading to the religious association. Purple is important in many religions from Buddhism to Judaism. As mentioned with many other colors, different shades produce different feelings. A lighter shade is more feminine and nostalgic while a darker one may be more luxurious. Many brands use the color purple in their logos including Hallmark and Cadbury. The magazine color below uses the color purple in an interesting yet effective way. Purple is used in the COVID 19 virus particles that dominate the cover. In this instance, the color purple creates a sense of mystery which is only heightened by the title which relates to the survival of humanity through a second wave, a situation where humanity had not clue what was to come next. 

Pink

The first thing that comes to mind when the color pink is thought of is little girls and cotton candy. Pink, due to it's correlation with femininity, is a color that is inherently sweet and cute. It communicates a sense of playfulness and approachability. As always, the the intensity of the color greatly impacts its meaning. A dusty shade can be more sentimental or romantic while hot pink may be extremely youthful. Many companies utilize the color pink in their logos including T Mobile and Barbie. In the magazine cover seen below, the use of the color pink as the background of the main image creates a a sense of approachability, that this issue is a bit more light-hearted and playful. Accenting the dogs through the use of the color pink, this issue of the magazine more effectively markets itself.

Brown

Brown is a natural color, earthy, bringing to mind agriculture and the outdoors. Due to it's affiliation to Mother Nature, it, like green, creates a sense of stability and support. Brown creates a sense of warmth, tradition, dependability, and heritage. It is a wholesome color, one that gives off an atmosphere that is simple and durable, yet honest. Many brands use the color brown in their logos such as Louis Vuitton, Nespresso, and UPS. As seen in the logo below, the color brown creates a sense of warmth and tradition, an aspect that is eagerly searched for in the world of chocolate. In addition, it creates an honest yet simple atmosphere which helps further market the product as people look for comfort in chocolate.

Black

This is versatile color is one that is the most used in graphic design. It is associated with elegance and power. It is bold yet somewhat mysterious. The neutrality of the color creates a sense of unapproachability and exclusivity. Black can be sophisticated but can be connected with death and evil too. It is a color that is classic and used almost everywhere. Some brands that use black in their logos would be The New York Times, Coach, and Prada. As seen in the logo below, Gucci, a high-end designer fashion brand primarily uses the color black in their logo. Considering their status, using black sends exactly the message that they are intending, which is that they are exclusive and sophisticates, not for everyone. 

White

Seen in clouds, architecture, and flowers, the color white is almost everywhere. The color, one often connected to purity, is key in minimalism. It is simple, clean, and modern being the most neutral color. It is the perfect base for more exciting, bold colors. It gives a sense of innocence and perfection. Many brands use the color white in their logos including BBC and Apple. As seen in the magazine cover below, the color white is primarily used to create a sleek yet simple look, one that is minimalistic. It creates a sense of perfection and slight innocence. 

Multicolor

Depending on the colors used, different emotions can be created. A monochromatic color scheme creates style and focus while a colorful scheme creates a playful, informal, and creative atmosphere. It can indicate diversity, like in the Olympics logo. Many companies use this color scheme including NBC and Crayola. One of the most iconic uses of this can be seen in the logo of Google, which is displayed below. The multiple colors display that Google is not only inclusive but innovative, playful, and creative.

Tips, Tricks, and Technology

Some tips and tricks to help make design easier are:

1) Match the colors you use to the mood of your topic

        To elaborate, define what kind of emotions you want conveyed through your design. Do you want it to be elegant or simplistic? Do you want it to be dark and powerful or light and cheerful? Once you know what mood you want to create, pick your colors.

2) Stick to three or four colors 

        

        Keeping your design to three or four colors makes it clean and not extremely overwhelming. If you are going to use more than three or four colors, add textures to help tone the design down a bit. 

3) Bring in colors from nature

        

        There are an endless number of beautiful color combinations present in the environment. Not only are they easily accessible, but they are free sources of inspiration. Instead of searching the internet for hours, just look out the window. 

4) Contrast your colors

    

        Pick colors that are contrasting. This will help draw more attention to the design. Complementary colors are usually contrasting so if you ever need a design to pop, look no further.

5) Use of color wheel

        Using a color wheel makes picking color combinations much faster. There are many online color wheels you can use including the one provided by Canva and Rabid Tables. Other technologies you can use to help with your design include the themes in PowerPoint, Canva's design platform, and Adobe. 

Use of Color Theory In Current Affairs Magazines 

As shown in multiple examples when explaining the meanings of colors, this theory is frequently applied in news magazines. The colors most often used in this genre of magazines is blue, red, black and white. The reason they use the color red to is not only to draw attention to the magazine but to project confidence and power to its readers. This can be seen clearly in this magazine cover from Newsweek that used red to highlight their message and make it more powerful, making readers intrigued. The color blue is used by this genre of magazines to display intelligence, reliability, and trust to the audience. This can be clearly seen from the image below from Bloomberg Business. The use of blue displays that the magazine is reliable and that the reader can trust the information being given. In addition, it creates an atmosphere of intelligence around the magazine, making it ore likely that the reader will buy it, as they will trust it. 

                                                          

The color black is used in this genre to create a sense of elegance and sophistication. With the target audience of news magazines being the educated, the color black is used to help create an aura of sophistication, one that will attract their target audience. For example the Newsweek cover above uses the color black to create an atmosphere of sophistication. Creating this somewhat exclusivity through the black helps draw the attention of the target audience. The color white is used in their genre to depict innocence and perfection. As you can see on the cover of Bloomberg Business in the image above, the font is white adding a sense of innocence to the trust, intelligence and reliability that has been developed by the color blue. 

The reaction that is intended by the reader is curiosity. Such intrigue leads to people wanting to learn more about what is being depicted on the cover of the magazine. This, in turn, leads to people, specifically the targeted audience of educated adults buying the magazine and reading it. In all, color theory has more of an effect on our perception then we realize. The psychology behind it is incredibly fascinating and useful in the marketing of products. It is important to understand color theory in order to make your designs more impactful and efficient.

Works Cited

Cartwright, Bethany. “Color Theory 101: A Complete Guide to Color Wheels and Color Schemes.” Hubspot, 22 June 2021, blog.hubspot.com/marketing/color-theory-design.

Decker, Kris. “The Fundamentals of Understanding Color Theory.” 99designs, 7 July 2020, 99designs.com/blog/tips/the-7-step-guide-to-understanding-color-theory/#:%7E:text=Color%20theory%20is%20both%20the,or%20contrast%20with%20each%20other.&text=In%20color%20theory%2C%20colors%20are,secondary%20colors%20and%20tertiary%20colors.

“What Is Color Theory?” The Interaction Design Foundation, www.interaction-design.org/literature/topics/color-theory. Accessed 20 Jan. 2022.

Morton, J. L. “Basic Color Theory.” Color Matters, www.colormatters.com/color-and-design/basic-color-theory. Accessed 20 Jan. 2022.

Busche, Laura. “10 Color Inspiration Secrets Only Designers Know About.” Canva, www.canva.com/learn/color-tips. Accessed 24 Jan. 2022.

Lundberg, Anna. “Color Meanings and the Art of Using Color Symbolism.” 99designs, 10 Nov. 2021, 99designs.com/blog/tips/color-meanings.

Marshall, Sarah. “Color Meaning and Symbolism: How to Use the Power of Color.” Canva, www.canva.com/learn/color-meanings-symbolism/#blue. Accessed 24 Jan. 2022.