Aesthetics and Branding Quiz 1

Objective or Local Color

factual or “real” representation, not interpreted by the thoughts and feelings of the artist

Subjective or Symbolic Color

thoughts and feelings of the artist rather than a factual or “real” representation.

Primary Colors

Colors that cannot be made by mixing any colors and alternately when mixed together make every color (red, yellow, blue)

Secondary Colors

Colors achieved by mixing two primary colors together

Tertiary Colors

Colors achieved by mixing a primary and a secondary color together

Additive Color Mixing

happens with light-based media like film, computer screens, and TVs. The primary colors used in light mixing are red, green, and blue (RGB)

Subtractive Color Mixing

refers to the use of pigments. The primary colors used in paint mixing are red, yellow, and blue (RYB)

Tint

A color with white added to it to make it lighter and more desaturated

Shade

A color with black added to it to make it darker and more desaturated

Tone

A color with gray added to it to make it lighter and more desaturated.

Saturation

Color that is bright, intense, or pure, don’t confuse lightness with brightness

Value

Lightness or darkness of a color, or chroma.

Monochromatic Color Scheme

Using tints, tones, and shades of only one color in a color scheme

Analogous Color Scheme

Colors that are similar to one another with variation. Located next to each other on the color wheel, they share a similar temperature range

Complementary Color Scheme

Opposite in temperature, located opposite each other on the color wheel

Triadic Color Scheme

Achieved by placing an equilateral triangle over the color wheel

Color Psychology of 10 Colors in presentation 3.1

Positive Space (Figure)

A mark or form in a design that seems to take up space

Negative Space (Ground)

The area in a design that is perceived as empty or background

Golden Ratio

A proportion of approximately 1 to .618

Unity

Commonality among the elements

Rhythm

Creates a repeating unit of measurement that sets up a pleasing beat

Repetition

A base unit repeated consistently (horizontally, vertically, or diagonally, or a combination of these)

Pattern

A design or design element that displays a consistent and predictable repetition of element(s).