The designer in the digital age, of course, does not need to be limited to colors that can be obtained from paints, inks or other pigments, although much can also be learned from the approach to color in works of art. The human eye can distinguish millions of different shades, but sometimes even a combination of two colors can be a daunting task.
Amazing color features
This is because the choice of shades for design is very subjective and requires certain knowledge. So what do designers who want to create a beautiful color palette that can make a client happy? Whether you want it or not, the best color combinations go beyond just personal preferences, as they have an amazing ability to influence mood, emotions and perception, acquire cultural and personal significance and attract attention - both consciously and unconsciously.
The task of designers and marketers is to balance the complex functions of colors to create an attractive and effective palette of color combinations. This is where a basic understanding of color theory comes in handy. It can help to understand which tones are well combined (or not) and what effect various combinations within the given design will create.
Color wheel: color combination
At school, at drawing lessons, children go through this topic, so everyone is probably familiar with its stripped-down form: red, yellow and blue basic tones. The traditional color wheel consists of 12 tones and is often used by artists. This is a simple visual way to understand the relationship of colors.
The main task that the color wheel performs is a combination of colors. Mixing the basic or primary shades (yellow, blue and red) forms secondary: green, purple and orange. Combining them with the main tone allows you to get the third level of the circle - tertiary colors. These include red-orange, orange-yellow, yellow-green, green-blue, blue-violet and violet-red. Primary and secondary tones are part of the visible spectrum, or the colors of the rainbow. Their order is easy to remember using the mnemonic phrase โEvery hunter wants to know where the pheasant sitsโ: red, orange, yellow, green, blue, blue and violet.
This way of understanding color is known as the subtractive model, which consists in mixing pigments, such as paints or inks, and is used both in the traditional color wheel and in the CMYK system used in printing equipment. It differs from the additive model, which consists in mixing light of different frequencies (for example, on a computer or TV screen), consisting of a different set of primary colors: red, green, blue (RGB).
Graphic editors use a different version of the color wheel. Any shade can be selected using its hex code.
Terminology
Before drawing up palettes, you need to master the terminology that will help to understand the different types of shades:
- color tone is a synonym for color and traditionally refers to one of 12 colors;
- brightness: the degree of remoteness of the color tone from black;
- lightness: the proximity of the tone to white;
- Saturation - the intensity or purity of the color (the closer the hue approaches gray, the less saturated it is).
The best color combinations
From the color wheel, a number of classic palettes that have been used by artists for many centuries can be distinguished. For most design decisions, one dominant color should be selected from these schemes - by the number of its use or by its allocation from other tones - one or more accents:
1. Monochrome scheme: the use of different brightness, lightness or saturation of tones of the same color in the range from light to dark. An example of a successful monochrome combination is red with black and white. This design provides a slim and conservative design. Blue and white - a classic combination of Chinese porcelain IX century. and French textiles of the XVIII century.
2. A similar pattern: colors located side by side on the color wheel. It is universal, and it is easy to apply when developing projects. An example is the combination of violet with blue-violet.
3. Complementary scheme: tones located at opposite ends of the color wheel are used. For example, blue and orange, red and green. Complementary colors have high intensity and contrast, but they are difficult to apply harmoniously and balanced in their pure form, because they can easily be encountered in the design.
4. Split-complementary scheme: any tone of the color wheel plus two colors bordering on its complement. For example, yellow with green and red-violet. This pattern also has strong visual contrast, although weaker than the previous one. Provides the best color combinations for beginners in design, as it is difficult to spoil.
5. Triad scheme: any three tones evenly distributed on a color wheel. Provides a fairly vivid combination, even if the tones are pale and unsaturated. For successful use, it is necessary to achieve full balance - one color should become dominant, and the other two - accents.
6. Tetradnaya, or double complementary: consists of two complementary pairs. This scheme is extremely attractive, but more difficult to use than one pair of complementary colors, since a greater number of tones are more difficult to balance. When using this scheme, you should choose one color as the dominant one and adjust the saturation, brightness and lightness of the shade of some or all of the tones so that they provide the best color combinations in different parts of the design.
Inspiration
In addition to color wheel combinations, nature offers many ready-made solutions for harmonious color schemes.
Options for combining colors include taking into account their temperature (hot or cold), saturation (bright colors often look young, while pale ones look vintage), moods (bright and funny, dark and serious), themes (location, season, holiday) and other qualities.
Another great technique for finding color can be to seek inspiration from various historical periods and artistic movements: the warm, light tones of the impressionists; bright, unexpected combinations of post-impressionists; soft, earthy Art Nouveau colors; bright, bold shades of pop art.
Color psychology
Color surrounds us. Whether we understand it or not, it plays a big role in our daily lives. Have you seen an orange or yellow road sign on the road today? He attracted attention for a reason. Color has an amazing connection with our moods and emotions.
But not everyone feels the color the same way. The meaning and symbolism that we associate with different tones are very dependent on the influence of the cultural and social groups to which we belong. Here are some common meanings associated with primary colors in Western culture.
Red
This color conveys many different ideas depending on the context. Associating with fire, it can symbolize heat or danger. Since red is the color of blood, it is considered an energetic, lively tone, therefore, it is associated with heart affairs, and sometimes with violence.
Alternative meanings: in some eastern cultures, red symbolizes luck and prosperity and is the color worn by brides on their wedding day. Throughout the world, red is associated with various political movements and symbolizes the revolution.
In branding: often denotes strength, confidence and power and is very noticeable.
Orange
Also being the color of fire, orange combines the warmth of red with the vigor of yellow and symbolizes activity, energy and optimism. Also related to harvest or fall.
Alternative meanings: In India, saffron, which has a yellowish tint of orange, is considered sacred. In Japan, color symbolizes love.
In branding: often represents youth and creativity. Gold, which is also a shade of orange or yellow, symbolizes luxury and high quality.
Yellow
As the color of the sun, it often symbolizes the happiness, vitality, friendliness and freshness of spring. In addition, in certain contexts, it may transmit a warning signal or a warning of caution. Some variations (especially unsaturated and with a greenish tint) look painful or unpleasant, which is not surprising, since historically yellow is sometimes associated with the disease and quarantine.
Alternative meanings: in some East and Asian cultures, yellow is associated with a high origin or status. In parts of Africa and Latin America, this tone is the traditional color of mourning.
In branding: a clear or bright yellow tone attracts attention, but can cause anxiety or even be poorly noticeable (for example, white text on a bright yellow background or vice versa), if used carelessly.
Green
It is the color of nature, vegetation and growth. It often symbolizes health, freshness, or natural qualities. Dark green can represent wealth and stability.
Alternative meanings: among cultures practicing Islam, green is a sacred color. It is also associated with Ireland, St. Patrick's Day and the happy four-leafed.
In branding: brands or products presented as โgreenโ (natural, healthy, environmentally friendly, organic, etc.) often use natural colors such as green and brown.
Blue
The color of the sea and sky, it often symbolizes peace and purity. Unlike more energetic and warm tones, blue is perceived as calming. In some cases, it can represent sadness or depression.
Alternative meanings: in Middle Eastern cultures, blue traditionally protects against evil. Because of its association with heaven, in many cultures, color symbolizes immortality and spirituality.
In branding: blue is widely used and is one of the most versatile colors. It usually symbolizes reliability, safety and stability. The tone is especially popular in corporate contexts, as it is perceived as having serious, conservative and professional qualities.
Purple
Traditionally associated with nobility, grandeur or honor. Thus, he possesses spiritual, mystical or religious connotations.
Alternative meanings: in many cultures around the world, the combination of purple symbolizes nobility or wealth, however in Thailand and parts of South America it is associated with mourning.
In branding: dark shades of purple are often a symbol of luxury, and lighter and brighter ones are popular with women and children.
The black
Like red, this color has many (sometimes conflicting) meanings. It can represent power, luxury, sophistication and exclusivity. On the other hand, black symbolizes death, evil or mystery. In clothes, it is a symbol of formality or mourning and sorrow (since mourning is traditionally worn at a funeral).
Alternative values: in some countries in Asia and Latin America, black is considered a masculine color. In Egypt, it means rebirth. In many cultures, color is associated with magic, superstition or bad luck, as well as with the inexplicable or unknown.
In branding: black is so widely used that it has almost become neutral, although it can symbolize the above depending on the context. Many designs are simply black and white (knowingly or simply to save on color printing).
White
Like the color of light and snow, white often symbolizes purity, innocence, goodness or perfection (traditionally worn by brides), but also means rigor or sterility.
Alternative values: in China, white is the color of mourning. In many cultures, it stands for peace - the white flag is a universal symbol of ceasefire or surrender.
In branding: white often communicates simplicity, purity or modernity. Designers looking for the aesthetics of minimalism often use a lot of white.
Color in design
Choosing a combination of colors is more than choosing two or three shades and distributing them in equal proportions throughout the design. Their effective application has much in common with balance, and the more tones used, the more difficult it is to achieve.
This concept is most easily embodied by dividing selected colors into prevailing and accents. The dominant tone will be the most visible and most often used in design, while one or more emphasis will complement and balance it. Paying attention to the interaction of colors - the presence or absence of contrast, how the adjacent tones look, what kind of mood a combination of colors and shades creates, etc. - will help to precisely select the perfect palette for design purposes.
The generally accepted rule for using the main three-color palette is the โ60-30-10โ rule. This approach is often used in interior decoration, but can also be effectively applied to web design or printing. It is enough to devote 60% to the dominant color, and give the remaining 30% and 10% to two accents. A good example explaining this rule is a men's suit: a jacket and trousers account for 60% of the color of clothing, a shirt occupies 30%, and a tie makes up the remaining 10%. All together provides a balanced, elegant appearance.
Another way to preserve the simplicity and balance of the palette is to use brightness and lightness (or lighter and darker versions of the selected tone). In this way, you can expand your color choice without overwhelming design inconsistency.
Color in marketing and branding
Brand recognition is highly dependent on color. It is enough to think about Coca-Cola, Facebook or Starbucks, and it will be easy to recall the tones with which these brands are associated.
A study at the University of Winnipeg showed that people's initial judgments about products are largely based on color (60โ90% of the estimate). This means that the tone in design is not only an artistic choice, but also the most important business decision that affects everything from consumer perception of the brand to product sales.
However, when choosing a color scheme for a logo, it is not necessary to adhere to traditions, symbols or stereotypes. There is no protection from fools or quick rules. More important is how the tone is used in the design and in harmony with the market context of the brand and its character.
RGB vs CMYK
When working on a print project, a computer monitor cannot display colors the way they look on paper. What you see is not what you get, because digital monitors and printers use two different systems: RGB and CMYK. The first refers to small dots of red, green, and blue light that combine to form visible colors on the screen; the second means cyan, magenta, yellow, and black to create color prints. Since RGB uses a wider spectrum than CMYK, some designers initially create a print project in RGB to save more color options and convert the finished design to CMYK before printing.
For this reason, they need a tool that provides a stable color when working with both systems - for example, when developing a logo for a website and printing it on a business card. One such system is the Pantone Matching System (PMS). In it, tones can be matched for websites and printing (as well as for various types of printing surfaces) to provide the same look.
Color: understand, explore and love it!
Designers specialize in the study of color theory, psychology, or neurobiology - complex subjects that are at the intersection of art and science. But this is part of what makes this profession such an interesting and such an effective tool in the market. Although this guide only outlines the basic areas, it is hoped that it will help to make more informed and more effective color choices for personal or professional projects.