MORE color

PROPERTIES:

Value--> The light/darkness of a color (also tone). Knowing value provides the designer another compositional edit.

• Can be used to exaggerate the meaning. When there are changing values, the eye is guided in and around through a visual composition. Distant objects appear lighter in nature which help create an illusion of space and depth.

Saturation--> Intensity or saturation is brightness or dullness of a color. It's the measure of colors purity, brightness or grayness. Saturation is amount of gray in the color. Brightness is amount of WHITE in a color... color little or no saturation contains large amounts of white.

• Desaturated light colors are seen as friendly
• Desaturated dark colors are seen as formal
• Saturated colors are seen as exciting

Hue--> Color in its purest form. YELLOW BLUE RED. It's how we see light being reflected from an object at a specific frequency.

• Hue is the most ABSOLUTE of the three

COLOR: Most powerful communicative element in graphic design language. Provides:

• visual energy and variety
• attracts attention
• group disparate elements
• reinforces meaning
• enhances visual composition
• conveys: attitude and emotion
• increases visual interest and can reinforce meaning and organization of elements in any visual composition
• communicates immediately without words
• color association

"Color is a place where our brain and the universe meet" -Paul Klee (1879-1949)

Without even knowing it we are receiving messages to our brain about objects or things we view because of their colors. These messages are very emotional. Color choices can make or break a product or business. Color choices must be well thought out and researched. My research has brought me to this quote: "Colors, like features, follow the changes of the emotions." - Pablo Picasso

Color psychology--> 

• "Color is a powerful communication tool and can be used to signal action, influence mood, and cause physiological reactions. Certain colors can raise blood pressure, increase metabolism, or cause eyestrain." - about.com
• Colors in the red area of the color spectrum are known as warm colors and include red, orange and yellow. These warm colors evoke emotions ranging from feelings of warmth and comfort to feelings of anger and hostility. - about.com
• Colors on the blue side of the spectrum are known as cool colors and include blue, purple and green. These colors are often described as calm, but can also call to mind feelings of sadness or indifference.
• Chromotherapy is sometimes referred to as light therapy or colourology and is still used today as a holistic or alternative treatment. - about.com
• Red was used to stimulate the body and mind and to increase circulation.
• Yellow was thought to stimulate the nerves and purify the body.
• Orange was used to heal the lungs and to increase energy levels.
• Blue was believed to soothe illnesses and treat pain.
• Indigo shades were thought to alleviate skin problems.