GEI006 –

Visual Graphics Design

• Color immediately attracts attention. It is one of the first things we see.

• Very young children will group objects by color instead of size or shape. • An
interior designer may use rose -red walls to increase emotional warmth or use
blue walls in a daycare to encourage calm.
• Bright Yellow and Magenta may make an poster more eye -catching with contrast.
• Color is a very complex but powerful Element of Art & Design
• Color theory is the art and science of color interaction and effects.
• In The Art of Color, Johannes Itten lists the following approaches to color
theory.
• Physics
• Chemistry
• Physiology
• Psychology
• Color theories create a logical
structure for color. For example,
if we have an assortment of
fruits and vegetables, we can
organize them by color and place
them on a circle that shows the
colors in relation to each other.

• Johannes Itten was one of the first people to define

 and identify strategies for successful color
combinations.
• Through his research he devised seven methodologies
for coordinating colors utilizing the hue's contrasting
properties.
• These contrasts add other variations with respect to
the intensity of the respective hues; i.e. contrasts may
be obtained due to light, moderate, or dark value.
• The physicist studies electromagnetic
wavelength in order to measure and
classify color.
• The chemist works with the molecular
structure of dyes and pigments, and
seeks to produced highly permanent
colors and excellent paint consistency.
• The physiologist investigates
the effects of color and light on
our eyes and brain
• The psychologist studies the
expressive effect of color on
our mind and spirit.

• The artist needs to take all of

the
approaches into consideration
 when
using color.
• Like the physicist, the artist uses color
wavelengths to create various effects

• Like the chemist, the artist must be aware of the safety and permanence
of dyes and pigments.
• When using color to create the illusion of space, the artist puts into
practice theories developed by physiologist.
• Communication and Expression are strongly affected by the psychological
 effects of color

• The two major color systems we use are:

• Additive Colors (RGB)
Created using beams of light
• Subtractive colors (RYB)
Created when white light is reflected off a pigmented or dyed surface

• The primaries of Additive Color are Red, Green, and Blue.

 • Green + Blue = Cyan
• Red + Green = Yellow
• Blue + Red = Magenta
• Red + Green + Blue = White
• The colors you see on a computer, television screen, and projection are
created by light.
• Used by Lighting Designers, Videographers, and Website Artists.

• Process colors are a subtractive color system that we use in print media.
• The Primaries of Process colors are Cyan (Blue), Magenta (Red), Yellow,
 and Black
• The process color system is typically used for mass production.
• Each color is laid down on the paper through a separate roller. •
The final image is created as the colors overlap.

• Color interaction is the way colors influence one another.

• Colors are never seen in isolation.
• Depending on the associations we have with a color, lighting, and the
surrounding colors, our perception of the color is affected.
• A blue sheet of paper may remind us of the sky or the ocean.
Incandescent lighting may create a warm orange glow.
• A blue sheet of Paper next to an orange sheet seem more vivid.
Simultaneous contrast refers to how the perception of a color is altered by
a surrounding color.
 Each Pair of Boxes have the same
color in the center, but the colors
appear different due to the
surrounding colors.

• Color theory encompasses a

multitude of definitions, concepts
and design applications - enough
to fill several encyclopedias.
 However, there are three basic categories of color theory that are logical
and useful : The color wheel, color harmony, and the context of how colors
are used.

• A color circle, based on red, yellow and blue, is traditional in the field of
art.
• Sir Isaac Newton developed the first circular diagram of colors in 1666.
• Since then, scientists and artists have studied and designed numerous
variations of this concept. Differences of opinion about the validity of one
format over another continue to provoke debate. In reality, any color circle
 or color wheel which presents a logically arranged sequence of pure hues
has merit.

In traditional color
theory (used in
paint and pigments), primary colors
are the 3 pigment colors that cannot
be mixed or formed by any
combination of other colors. All other
colors are derived from these 3
hues.

• Green, orange and purple

• They are created by mixing two
primary colors

• Yellow-orange, red-orange, red

purple, blue-purple, blue-green &
 yellow-green
• These are the colors formed by
mixing a primary and a secondary
color. That's why the hue is a two
word name, such as blue-green,
red-violet, and yellow-orange.

Primaries (inner triangle)

Secondary (out triangles)
Tertiaries are located between the Primaries and
Secondaries on the wheel.

• Itten’s color contrast. https://worqx.com/color/itten.htm

• Basic Color Theory. https://www.colormatters.com/color-and
design/basic-color-theory