Design - Colour Theory

~COLOR THEORY~
-primary, secondary, tertiary
-primary = red, yellow. blue
-secondary = orange, green, purple
-tetiary = mixes of secondary
-ROYGBIV = visual colour spectrum
red yellow blue = pigment generated/subtractive, while red green blue = light generated/additive
-dark colour recedes, light colour advances
warm = yellow, red, orange
cool = green, blue, violet
CMYK = cyan, magenta, yellow, black
-print process model
COLOUR MODES
-monochrome - tints/shades/tones of single hue
-greyscale - black and white only
-websafe rgb - hexadecimal compatible
COLOUR MODS
-tints- white to pure hue
-shades- black to pure hue
-tones- grey to pure hue
COLOUR HARMONY
-complimentary
-split complimentary
-analagous
-triad
-tetradic
-quadrilateral
-PALLATES - groups of harmonious colours invoking a certain mood, location, or emotion
PROPERTIES
-cool. warm, bright, dark, saturated, desaturated
-COLOUR INTENSITY - changes in relation to its surrounding colour
WHY COLOUR MATTERS
73 & of purchasing decisions are made in-store
-catching the shoppers eye and conveying information effectively are crucial to successful rates
-colour increases brand recognition by up to 80%
-colour also effects appetite = blue is a rare occurance in nature, thus we rarely have an appetite response to blue food
-colour also effects the mind = pink is a tranquilizing colour that drains your energy, so its used in prisons, holding cells, and opposing team locker rooms