Color Theory

Hue

A color’s family or name (e.g., red, green, purple, lime, aqua) directly linked to its wavelength.

Value (Luminance or Brightness)

The shade (darkness) or tint (lightness) of a color; areas in light appear brighter than those in shadow.

Saturation (Chroma)

The measure of a color’s purity or intensity, determining how vivid or dull it appears.

Color Scheme

The way different colors are combined to create effects and appeal in design.

Used to create visual effects, follow design principles or branding guidelines, and attract audience interest.

What is the purpose of color schemes?

Apply a Little Psychology

Colors can trigger emotions or reactions; for example, green evokes freshness or nature.

Know Your Audience

Different cultures interpret colors differently; for example, red symbolizes love in Western cultures but prosperity in Asian ones.

Adhere to Branding Standards

Color choices must follow brand rules or guidelines to maintain consistent communication.

Pantone Set

A standardized system (Pantone Matching System) used to match and reproduce specific colors accurately.

Pantone Dictionary

A set of non-digital tools used by designers to match specific colors accurately based on a standardized color numbering system called the Pantone Matching System.

Pantone Matching System

A standardized color numbering system.

Color Harmony

The concept of combining colors harmoniously to please the eye, often guided by the color wheel.

Monochromatic Scheme

A color scheme using one hue with its shades and tints.

Mono

One

Chroma

Color

Analogous Colors

Colors next to each other on the color wheel that create a rich, harmonious effect (e.g., red, red-purple, purple).

Complementary Colors

Colors opposite each other on the color wheel; they provide strong contrast and form neutral tones when mixed (e.g., red and green).

Color Triads

Three colors equally spaced on the color wheel that balance contrast and harmony (e.g., red, blue, yellow).

Split Complementaries

A main color combined with the two colors adjacent to its complement; provides contrast with less tension.

Warm Colors

Colors associated with heat or daylight, including reds, yellows, tans, and browns.

Cool Colors

Colors associated with night, water, or winter, including blue-greens, blue-violets, and greys.

Color Phenomenon

An unusual behavior or effect caused by color use that may impact visual design positively or negatively.

Simultaneous Contrast

Occurs when two opposing colors are placed side by side, creating a strong contrast effect that alters perception.

Induction

A variation of simultaneous contrast where background colors influence how nearby colors appear in size, hue, or alignment.

Afterimages

An effect where the eyes produce a complementary color image after staring at a hue for too long.

Color Vibrations

Occurs when two bright colors cause visual discomfort or “vibration” due to conflicting afterimages.

Color Deficiency (Color Blindness)

A visual condition preventing some people from distinguishing certain colors (e.g., red, yellow, green).