BMMC 102: Printing Technology – Aesthetics of Digital Colour and Colour Schemes

Color Wheel
A color wheel is an abstract illustrative organization of color hues around a circle, which
shows the relationships between primary colors, secondary colors, tertiary colors etc.
A Color Wheel is divided into 2 broad sections. Section A consists of Warm Colors or
Colors which are very bright like Red, Orange, Yellow, etc. Section B consists of Cool
Colors or Colors which are less bright like Blue, Green, Purple, etc.

Warm Colors

Cool Colors

Color Schemes
There are a number of predefined color scheme standards that
make creating new schemes easier, especially for beginners. Below
are the traditional schemes

1. Monochromatic Color Scheme

Monochromatic color schemes are made up of different tones,
shades and tints within a specific hue. These are the simplest color
schemes to create, as they’re all taken from the same hue, making it
harder to create a jarring or ugly scheme (though both are still
possible).

Diagram of Monochromatic Color Scheme

BMMC 102: Printing Technology – Aesthetics of Digital Colour and Colour Schemes

2. Complementary Color Scheme

It is a Color scheme that helps us to combine colors. In this model
if we choose a Warm color, we choose the opposite Cool color to
complement it. This model is a highly contrasting color
combination model. Example of such a color combination is Blue
and Orange.

Diagram of Complementary Color Scheme

3. Analogous Color scheme

It is a color scheme which is a group of three colors that are next to
each other on the color wheel. These are neighboring colors in the
Color Wheel. An analogous color scheme creates a rich,
monochromatic look. It creates a look that has a certain
temperature as well as proper color harmony. However, this Color
scheme lacks contrast and is less vibrant than complementary
schemes. Examples of this Color Scheme are Yellow and Orange.

Diagram of Analogous Color Scheme

BMMC 102: Printing Technology – Aesthetics of Digital Colour and Colour Schemes

4. Triadic Color Scheme

Triadic schemes are made up of hues equally spaced around the 12-
spoke color wheel. This is one of the more diverse color schemes.
They can be difficult to do well, but add a lot of visual interest to a
design when they are.

Diagram of Triadic Color Scheme

Some terms related to Digital Color

1. Hue

It is the purest form of Color i.e. without Tint or Tone. When the sun’s rays fall on the
Prism the rays are separated into VIBGYOR HUES.
Digitally Hue is measured in a scale of -180 to 180 degrees. Each degree within this
range forms a Hue of Color.

Diagram of Hue
BMMC 102: Printing Technology – Aesthetics of Digital Colour and Colour Schemes

2. Tint
A tint is the mixture of a color with white. It increases lightness in Color.

3. Shade
Shade is the mixture of a color with black. It reduces lightness.

4. Tone
Tone is produced either by the mixture of a color with gray, or by both tinting and shading.

Diagram of Tint, Tone and Shade

5. Saturation
It is the "colorfulness of an area judged in proportion to its brightness", which in effect is the
perceived freedom from whitishness of the light coming from the area.

Diagram of Saturation
BMMC 102: Printing Technology – Aesthetics of Digital Colour and Colour Schemes

6. Opacity
It is the amount of transparency in a Color. It is measured in a scale of 100, where a value
of 0 means fully Transparent and a value of 100 means fully Opaque.

Diagram of Opacity

Colour Psychology

Choose appropriate colors

All colors have different associations, and it’s important to consider what types of
emotions you want to evoke in your viewers. Your color choices have to be on point,
because the colors are the first thing that viewers notice in a large banner.

Colors can also be subjective, and have different associations in different cultures, so
make sure to study you target audience when selecting your colors. Below is a list or
colors and the kinds of emotions they typically evoke in viewers.

Red

Associated with danger, passion, anger, excitement, speed, and love. The most
powerful color and attractive to all audiences, also known to stimulate appetite. Use
in moderation.

Orange

Associated with vitality, happiness. Not as overpowering as red and it energetic, inviting
and friendly (it’s a great color for a call-to-action button.)

Yellow

Associated with humor, sunshine, optimism, energy. Touches of yellow can capture a
viewer’s attention and it’s even more energetic than orange and red and should be used
judiciously – too much yellow is irritating to a viewer’s eyes because it reflects the
lightest of any color.
BMMC 102: Printing Technology – Aesthetics of Digital Colour and Colour Schemes

Green

Associated with health, freshness, wealth, the environment, growth, nurturing, and
new beginnings. It’s the easiest color on the eyes.

Blue

Associated with safety, trust, clarity, serenity, intellect, formality, elegance,

truth, refreshment, coldness, masculinity.

Purple

Associated with luxury, royalty, extravagance, wisdom, magic, ambition, femininity,

and creativity. It has a soothing, calming effect on a viewer.

Pink

Associated with love, sweetness, femininity, and babies. The most feminine color.

Black

Associated with exclusivity, evil, mystery, power, prestige, grief, and formality. It’s traditional,
and corporate and black text on a white background is the most readable color combination.

White

Associated with purity, cleanliness, modernity, sterility, simplicity, honesty,

innocence and goodness.

Brown

Associated with nature, wood, leather, and humility. Balances out stronger colors, and
good for background colors and textures.

Gray

Associated with neutrality and practicality. When used as a background it intensifies

other colors.