WELCOME

Seminar on:

VISUAL EFFECTS OF COLOUR

By Jinu M Narayanan 1MJMC

INTRODUCTION
Over 50% communication is through visual Awareness level- high Speed visual objects than by audity elements. First visual then hearing and reading Business giants use colour- campaign Emotions in their customer and influence Demonstrates moods of the characters and emotional state

PSYCHOLOGY OF COLOUR
Field of study devoted to analysing the effect of colour on human behaviour and feeling
 complicated - symbolic meanings of colours in different culture.  For example, in western culture bride wears white to signify pure and innocent eastern culture-China, brides wear red for it represents happiness and fortunate

PRIMARY COLOURS

SECONDARY COLOURS

BASIC COLOUR THEORY

Formation Colour, of course, is simply visible wavelengths from the electromagnetic spectrum. Also part of the spectrum is infrared, ultraviolet, radio waves and x-rays. Black is not a color. Black is the absence of light.in olden times considered as colour. Experiments in physics proved that to be false. Black nevertheless has strong visual weight in an image or design.

Colours and Temperature

 White light actually -slight color cast-either the temperature of the source, or the wavelengths missing. Higher temperature light is bluer.  Lower temperature is redder.  color temperature -Kelvin scale.  Sunlight is about 5,500 degrees K.  Electronic flash is about 6,000 degrees K, so slightly blue. Incandescent light is about 3,000 degrees K, so orangeish.  Candle light is about 2,400 degrees K, so reddish.

COLOUR SYSTEMS
In addition to color cast, graphic artists and photographers -how color is generated by machines: computers, televisions, and printing presses. We generate colors in two ways: The additive system. The subtractive system

ADDITIVE COLOUR
The additive system begins with the absence of color, i.e., black, and adds colors to that to reach the color we want. It is based on three additive primaries: red, green, and blue (RGB system). Additive colour is used in projected systems, such as televisions and computer monitors, and movies.

MONITORS AND COLOURS

Most modern computer monitors can transmit true color, or 24-bit color Each channel (R, G, or B) contains 8 bits per channel that can transmit color. Eight bits means the channel can make eight combinations of on or off of the color, per pixel, 256 colors total.

COLOURS AND BITS

Eight-bit color also exists, 256 colors total. These are called web-safe colors, Sure to render accurately on anyones monitor. Nowadays we dont have to worry about that as much. (Below: 8-bit vs. 24-bit color.)

ADDITIVE VS SUBTRACTIVE
Additive color wont work for printing because we cant begin with black. print Paper- white. White, as we know, is all colours. So we cant add to all colours. We must subtract. Printing press cant generate the enormous number of colors available on a computer screen. We need to run a piece of paper through the press for each ink.

SUBTRACTIVE COLOUR CMYK

Printed colour, therefore, is based on the subtractive system. While the additive primaries (used to generate all colors ) are RGB, beginning with black the subtractive primaries are Cyan, Magenta, Yellow and Black (CMYK), and begin with white. Cyan=blue-green. Magenta=red-blue. Yellow=red-green. We can actually project the additive colors to produce the subtractive

SUBTRACTIVE COLOUR
Subtractive primaries are based on ink colors of CMYK. Black is abbreviated K by tradition, key color. In color printing, need black to make the other colors vibrant and snappy. So subtractive process is also called the fourcolor process, producing color separations, Colours used -process colors.

PROPERTIES OF COLOURS
Color theory can be related to color generation system or color harmony. Color harmony may be considered by three properties: Hue. Value. Saturation.

Hue is the name of the colour, determined by the wavelength of the electromagnetic spectrum. The Munsell color wheel sets up five primary hues: red, yellow, green blue and purple. Value is the degree of lightness or darkness of a color. In paint, we mix black to darken a color, called a shade, and white to lighten a color, called a tint. Saturation, or intensity is a measure of the colors perceived purity or brightness. Munsell called this chroma.

Colours and its effects

Reds tend to dominate in a design. Research shows the favorite color of most Americans is blue. Green in America is associated with bitterness; brown is associated with maleness i.e. sugar will tend not to sell in a green package, and womens cosmetics will tend not to sell in a brown package.

Some general guidelines for choosing color: Differences will be emphasized. For example, yellow surrounded by green will tend to appear more yellow; surrounded by yellow it will tend to appear more green. This is the rule of simultaneous contrast

Warm colors appear to advance; cool colors appear to recede. We can use this perception to add a feeling of dimension

RED

Associated with all things intense and passionate, danger, fire, energy and excitement Symbol for violence, blood and war High visibility used for road signs Indicates courage used in many countries' flags China - indicates celebration or luck India - colour of purity (used in weddings) Most of the ads uses the colour red

Light red represents joy, sexuality, passion, sensitivity, and love. Pink signifies romance, love, and friendship. It denotes feminine qualities and passiveness. Dark red is associated with vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath. Brown suggests stability and denotes masculine qualities. Reddish-brown is associated with harvest and fall.

YELLOW

Colour of sunshine Indicates energy, optimism, joy, hope and warmth Seen before other colours when placed against black Symbol of spontaneity and impulsiveness Dull yellow is associated with decay, sickness, jealousy and deceit Asia - symbol of royalty and sacredness

Dull (dingy) yellow represents caution, decay, sickness, and jealousy. Light yellow is associated with intellect, freshness, and joy.

BLUE

Depth and stability colour of the sky and sea Symbol of freedom Associated with tranquillity, wisdom and loyalty Symbolic of cleanliness, technology and security Slows human metabolism calms and soothes Masculine colour China - associated with immortality

Hindus - the colour of Krishna Jews - holiness Middle East - protective colour Associated with enthusiasm, attractiveness, stimulation, creativity and warmth Increases oxygen supply to the brain; an invigorating effect Symbol of fall and harvest Ireland - religious significance (Protestant

Blue is a masculine color; highly accepted among males. Light blue is associated with health, healing, tranquility, understanding, and softness. Dark blue represents knowledge, power, integrity, and seriousness.

ORANGE
Associated with enthusiasm, attractiveness, stimulation, creativity and warmth Increases oxygen supply to the brain; an invigorating effect Symbol of fall and harvest Ireland - religious significance (Protestant)

Dark orange can mean deceit and distrust. Red-orange corresponds to desire, sexual passion, pleasure, domination, aggression, and thirst for action. Gold evokes the feeling of prestige. The meaning of gold is illumination, wisdom, and wealth. Gold often symbolizes high quality.

GREEN

Associated with Nature, youth, fortune and vigour Also associated with feelings of envy and jealousy Sharp and acute not a relaxing colour Connotes inexperience (a greenhorn) Darker green associated with money Improves vision The colour of Islam

Dark green is associated with ambition, greed, and jealousy. Yellow-green can indicate sickness, cowardice, discord, and jealousy. Aqua is associated with emotional healing and protection. Olive green is the traditional color of peace.

PURPLE

Connotes royalty, nobility, wealth and extravagance Symbolic of wisdom, magic and arrogance Associated with mourning 75 percent of pre-adolescent children prefer purple to all other colours Light purple evokes romantic and nostalgic feelings. Dark purple evokes gloom and sad feelings. It can cause frustration.

PINK
Universal love Quiet color A pink carnation means "I will never forget you". Pink is a combination of red and white. Pink provides feelings of caring, tenderness, self-worth and love, acceptance

GRAY
Associated with security and solid Connotes maturity, old age and dignity Symbolic of conservativeness and boredom

BROWN
Associated with Earth, home and comfort India - the colour of mourning

WHITE
Connotes purity, simplicity and faith Associated with clinical elements hospitals Colour of perfection Represents peace or virginity colour of doves and snow respectively Japan - white carnations signify death In advertising, white is associated with coolness and cleanliness - colour of snow

BLACK
Gothic representations death and evil Symbol of grief Associated with power, mystery and fear Positive connotations - elegance and class Aggressive and strong colour

CONCLUSION

Colour can influence our emotions, our actions and how we respond to various people, things and ideas Bright red and yellow are hot colors, indicative of fire, and they stimulate excitement

The best colours for advertising are those that make people comfortable or stimulate their senses. A colour scheme that incorporates warm colours encourages people to linger, leading restaurants to choose deep burgundy, burnt orange, and similar colours Hot colours are some of the best colors for advertising when it comes to products like fast food.

THANK

YOU!!!