Adative color method
-computer uses 3 colors to show all colors (RGB) light generated colors
Primary
-pigment generated colors: red, yellow, blue
-light generated colors: green, red, blue
subtractive color mix all together = brown/black
additive color=white light
Secondary
-mix of primary colors
-orange purple green
tertiary
-mix of secondary colors
ROYGIV
-visible color spectrum, measured in nanometers
-lisht travels in waves colors have diff wave length and height
-can create colors to bright to print
adobe illustrator warns you of print result
Ed Roth's Orbitron, one light with three lights=one white light
dark color=recedes
light = closer
warm
-yellow, red, orange
cool
-green, blue, indigo
Color mixing
RGB-red green blue light generated model
RGY-pigment, red yellow blue
CMYK-cyan magenta yellow black, print process model
Color Models
Monochrome-tints shades tones single hue
Grey scale-black and white only
Web safe RGB-hexadecimal compatible
internet=standerd with web safe RGB
Modification
tints-add white to pure hue
shades-add black to a pure color
tone-add grey to a pure hue
Color Harmony
complementary (colors across color wheel)
split complementary-line across+2 to the side
analogous=neighbors (3)
triad-triangle across color wheel
tetradic-rectangle across
quadrilateral-square across
Color palets-diff can invoke mood, location, emotion
-russian poster art
-beach
-veggies
-fruit
-earth
-pop art
-earth
color properties
-cool
-warm
-bright
-dark
-saturated
-desaturated
Color intensity
-changes in relation to surrounding color red to white vs red to pink
Color associations
-types of color associations are universal to all people
cultural/psychological color associations
why color matters
-73% purch decisions now made in store
catching shoppers eye
-incresses brand recognition by up to 80%
color affects appetite
-blue rare occurence in nature
-no appetite response to blue food
color affects pink
-pink tranquilizing color=drains energy
-used in prisons, holding cells, opposing team locker rooms (now illegal)
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