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Measuring Colour

Module Code TFA1110
MODULE TITLE
FOUNDATION STUDIO
BA/BSc MULTI-MEDIA DESIGN & VIRTUAL REALITY DESIGN – Year One
Tutors – Rob Lycett, Dave Goodall, Isil Onol

Measuring Colour

Introduction

Write an essay outlining your understanding of how colour theory can be useful to you as a graphic designer. You will need to research colour wheels, psychology, art history [painting]…….

Illustrate your essay with your own images [compositions] and correctly credited source materials. At the end of the essay provide a bibliography.

Post on your blog and print a hard copy [A4 bound] for submission in week 11.
Assessment criteria
(a) Concept Development
Successful exploration of a problem or theme is demonstrated through the development and documentation of appropriate creative concepts and alternatives (Learning Outcomes A-F)
(b) Aesthetics and Language
Creative decisions are made in response to thematic projects and are based on appropriate aesthetic criteria. The ability to discuss these in relation to the work produced and other diverse sources is demonstrated (Learning Outcomes A-F)
(d) Integration and Synthesis
Demonstrate awareness of the need to reconcile conceptual/critical issues with the contexts of production and use (Learning Outcomes A-F)

Research

Before starting this essay, I did have some knowledge as to what colour theory was. This was due to my background from using imaging applications and the like. In the past my images were made from what colours I thought looked and worked well together and people would usually say I had ‘an eye for colour’. I usually used different shades of one colour with other colours that worked together in harmony without one colour ‘drowning’ the other out, however, on initial research at the beginning of this project, I was amazed as to how much there is to know about colour theory. Many studies have been done on this with vast amounts of pages on different section of colour theory. Colour theory could also be confused with colour psychology, which is actually quite different.

Colour Theory
"Colour Theory is a set of principles used to create harmonious colour combinations. Colour relationships can be visually represented with a colour wheel — the colour spectrum wrapped onto a circle.


The colour wheel is a visual representation of colour theory:

According to colour theory, harmonious colour combinations use any two colours opposite each other on the colour wheel, any three colours equally spaced around the colour wheel forming a triangle, or any four colours forming a rectangle (actually, two pairs of colours opposite each other). The harmonious colour combinations are called colour schemes – sometimes the term 'colour harmonies' is also used. Colour schemes remain harmonious regardless of the rotation angle.


Classic colour schemes supported by Colour Wheel Pro:

Monochromatic Colour Scheme
The monochromatic colour scheme uses variations in lightness and saturation of a single colour. This scheme looks clean and elegant. Monochromatic colours go well together, producing a soothing effect. The monochromatic scheme is very easy on the eyes, especially with blue or green hues.

Analogous Colour Scheme
The analogous colour scheme uses colours that are adjacent to each other on the colour wheel. One colour is used as a dominant colour while others are used to enrich the scheme. The analogous scheme is similar to the monochromatic, but offers more nuances.

Complementary Colour Scheme
The complementary colour scheme consists of two colours that are opposite each other on the colour wheel. This scheme looks best when you place a warm colour against a cool colour, for example, red versus green-blue. This scheme is intrinsically high-contrast.

Split Complementary Colour Scheme
The split complementary scheme is a variation of the standard complementary scheme. It uses a colour and the two colours adjacent to its complementary. This provides high contrast without the strong tension of the complementary scheme.

Triadic Colour Scheme
The triadic colour scheme uses three colours equally spaced around the colour wheel. This scheme is popular among artists because it offers strong visual contrast while retaining harmony and colour richness. The triadic scheme is not as contrasting as the complementary scheme, but it looks more balanced and harmonious.

Tetradic (Double Complementary) Colour Scheme
The tetradic (double complementary) scheme is the most varied because it uses two complementary colour pairs. This scheme is hard to harmonize; if all four hues are used in equal amounts, the scheme may look unbalanced, so you should choose a colour to be dominant or subdue the colours.”
Src : www.color-wheel-pro.com



Colour Psychology

“What is Colour - The Physics and The Biology

In the physical world, there are no colours; there are only light waves of different wavelengths. When our eyes look at an object, we see light reflected from the object. The normal human eyes have the ability to distinguish among hundreds of such bands of wavelengths as they are received by the sensory cells (cones) of the retina. This ability makes it possible for us to perceive the world in colour.

Naming a Colour - The Psychology

But what do we mean when we say the sky is "blue" and the roses are "red"? While our eyes are able to distinguish among hundreds of wavelengths, our lexicon is far more limited. A colour name refers to our perception of the prototype of a range of wavelengths. For example, while the word "red" refers to colours that have more red attributes than orange attributes, and the word "orange" refers to colours that have more orange attributes than red attributes, there really is no clear-cut distinction. Psychological perception of colour is a subjective experience. Therefore, the wavelengths referred to by two people using the same colour name almost always differ. On the other hand, however, due to the biological bases of our colour vision, there is a high degree of universality in the use of colour terms across cultures and languages.

Physiological Effects of Colour

Vision is not the only form of physiological reaction humans have to wavelengths. Preliminary scientific studies show that red radiation is more likely to produce epileptic seizures than blue light. Furthermore, when blood pressure, respiration, heart rate, and eye blink frequency are measured, the colour red resulted in the highest frequency, white lower, blue lowest. But does colour have effect on our emotions and behaviour? The answer is yes. But in terms of what kind of effect and how it effects, findings are inconclusive. Our reactions to colours are led by a combination of biological, physiological, psychological, social and cultural factors.
Certain colour effects seem more universal, such as that of "warm" and "cool" colours. Warm colours generally include magenta, red, orange, yellow, and yellow-green. They speed up our perception of time and produce feelings that are warm, cosy, and inviting. These colours are associated with excitement, happiness and comfort. Cool Colours generally include violet, blue, light blue, cyan and sea green. Emotions associated with these colours range from calm and peace to sadness, withdrawal and repression.
Colours often have different symbolic meanings in different cultures. For example, white is the colour for weddings in western societies but for funerals in traditional Chinese culture; red is associated with rage in America but with happiness in China. In American fashion and decoration, blue is for boys while pink is for girls, which is a symbolic use of colour that are not shared by many cultures.

The Use of Colour - Applied Psychology

In fashion, advertising, and presentations, colour is one of the most effective tools. Psychologists have suggested that colour impression can account for 60% of the acceptance or rejection of that product or service.”

Src : http://psychology.about.com/library/weekly/aa031501a.htm



Implementation

So, the basics of colour psychology and theory have been outlined above, but how could a graphic designer utilise these facts for real? Well depending on what type of design and what target audience you are creating an image for you would utilise different facts, although you should still aim to use what you think looks right, ‘the eye for colour’. For example, say I was to create a flyer for a lively, upbeat night club. I would start using a bright, vivid colour. So, to relate that to the colour psychology, it should, in theory create a warm comforting response. That would be the basis of the image. As I progressed through making the image I would concentrate on using the triadic colour scheme as it continues the theme of a strong colour scheme, but of one that is not too contrasting but more harmonious.

In relation to my compositions

When creating my compositions, I took the three primary colours as a basis for three of the images and then green as the final colour. Throughout each image I decided that I would use a monochromatic colour scheme, as I thought that each image when on its own would look harmonious, yet when placed alongside the other three would still stand out in its own right.

When creating the images I also came along another concept from a quote that I used in one of the images as some basic typography. This was the concept of linking colours and emotions to definitions of words. For example: Devil; passion, aura, lust, hectic, love affair.

Conclusion

My conclusion is relatively simple. If you are starting to work with images professionally, or even if you are simply striving for self perfection, take into account the basics of colour theory and colour psychology until you have learnt and understood them, but always go with what you think looks decent. This will come to you more and more throughout the many images you will create, as with anything, practice makes perfect.

Bibliography

Sites that I have used in this project;

http://www.color-wheel-pro.com
http://psychology.about.com/library/weekly/aa031501a.htm
http://www.color-wheel-pro.com/color-meaning.html
http://www.webwhirlers.com
http://www.worqx.com

posted by D3v @ 9:42 AM 0 comments links to this post   

Composition_4_Green

"Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money.

Green has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance. Sometimes green denotes lack of experience; for example, a 'greenhorn' is a novice. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety; it is the color of free passage in road traffic.

Use green to indicate safety when advertising drugs and medical products. Green is directly related to nature, so you can use it to promote 'green' products. Dull, darker green is commonly associated with money, the financial world, banking, and Wall Street.

Dark green is associated with ambition, greed, and jealousy.
Yellow-green can indicate sickness, cowardice, discord, and jealousy.
Aqua is associated with emotional healing and protection.
Olive green is the traditional color of peace."
Src : www.color-wheel-pro.com/color-meaning.html

To me green reminds me of the lake district where there is also a vast abundance of the colour naturally. Green is a peaceful natural colour that relaxes and calms me, although be it synonymous with standard colour theory.

posted by D3v @ 10:23 AM 0 comments links to this post   

Composition_3_Red

"Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.

Red is a very emotionally intense color. It enhances human metabolism, increases respiration rate, and raises blood pressure. It has very high visibility, which is why stop signs, stoplights, and fire equipment are usually painted red. In heraldry, red is used to indicate courage. It is a color found in many national flags.

Red brings text and images to the foreground. Use it as an accent color to stimulate people to make quick decisions; it is a perfect color for 'Buy Now' or 'Click Here' buttons on Internet banners and websites. In advertising, red is often used to evoke erotic feelings (red lips, red nails, red-light districts, 'Lady in Red', etc). Red is widely used to indicate danger (high voltage signs, traffic lights). This color is also commonly associated with energy, so you can use it when promoting energy drinks, games, cars, items related to sports and high physical activity.

Light red represents joy, sexuality, passion, sensitivity, and love.
Pink signifies romance, love, and friendship. It denotes feminine qualities and passiveness.
Dark red is associated with vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath.
Brown suggests stability and denotes masculine qualities.
Reddish-brown is associated with harvest and fall."
Src : www.color-wheel-pro.com/color-meaning.html

to me red is a colour of beauty, that reminds me of speed, this is probably due to my love of Italian sports cars and bikes. Red is also a sensuous colour that inspires passion. It also can be quite and evil colour usually relating to disaster.

posted by D3v @ 10:23 AM 0 comments links to this post   

Composition_2_Blue

"Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven.

Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquility and calmness. In heraldry, blue is used to symbolize piety and sincerity.

You can use blue to promote products and services related to cleanliness (water purification filters, cleaning liquids, vodka), air and sky (airlines, airports, air conditioners), water and sea (sea voyages, mineral water). As opposed to emotionally warm colors like red, orange, and yellow; blue is linked to consciousness and intellect. Use blue to suggest precision when promoting high-tech products.

Blue is a masculine color; according to studies, it is highly accepted among males. Dark blue is associated with depth, expertise, and stability; it is a preferred color for corporate America.

Avoid using blue when promoting food and cooking, because blue suppresses appetite. When used together with warm colors like yellow or red, blue can create high-impact, vibrant designs; for example, blue-yellow-red is a perfect color scheme for a superhero.

Light blue is associated with health, healing, tranquility, understanding, and softness.
Dark blue represents knowledge, power, integrity, and seriousness.."
Src : www.color-wheel-pro.com/color-meaning.html

To me blue is a cold colour that is synonymous with winter and death. It also reminds me of a time when i was young and in primary school on kind of nature expedition, seeing the lilac coloured fox gloves.

posted by D3v @ 10:22 AM 0 comments links to this post   

Composition_1_Yellow

This composition is the first one that i have created. I set out to create four completely different looking compositions for four different colours, with the end result being a composition of images combined with effects and my skills with the overall apearance of my chosen colour. Three of four compositions are primary colours.

I then also decided to go a step furthur by adding certain quotes from various people that i found at the graphic design exhibition in London. These quotes are not necessarily to do with colour theory but grahics in general.

"Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. Yellow is often associated with food. Bright, pure yellow is an attention getter, which is the reason taxicabs are painted this color. When overused, yellow may have a disturbing effect; it is known that babies cry more in yellow rooms. Yellow is seen before other colors when placed against black; this combination is often used to issue a warning. In heraldry, yellow indicates honor and loyalty. Later the meaning of yellow was connected with cowardice.

Use yellow to evoke pleasant, cheerful feelings. You can choose yellow to promote children's products and items related to leisure. Yellow is very effective for attracting attention, so use it to highlight the most important elements of your design. Men usually perceive yellow as a very lighthearted, 'childish' color, so it is not recommended to use yellow when selling prestigious, expensive products to men – nobody will buy a yellow business suit or a yellow Mercedes. Yellow is an unstable and spontaneous color, so avoid using yellow if you want to suggest stability and safety. Light yellow tends to disappear into white, so it usually needs a dark color to highlight it. Shades of yellow are visually unappealing because they loose cheerfulness and become dingy."
src : www.color-wheel-pro.com/color-meaning.html

To me yellow is a bright lively colour that sometimes, but not purely, symbolises happiness and joy. Yellow reminds me of a time when i was in France as i remember seeing vast amounts of it via sunflower fields, never since have i seen such an abundance of this colour.

posted by D3v @ 10:15 AM 0 comments links to this post