26/09/16 Colour Theory and Typography

Colour Theory

Colour theory creates a logical structure for colour.

Colour Wheel

The first circular diagram was developed in 1666 by Sir Isaac Newton, followed by numerous variations created from the studies of scientists and artists.

Terms:

• Analogous- colours next to each other on the colour wheel, (e.g. blue, green, lime)- serene and comfortable, found in nature- used by artists to create images harmonious and pleasing to the eye
• Complementary- opposite colours in the colour wheel, (e.g. red and green)- high contrast vibrant look, especially at full saturation- used to create dynamic images
• Split complementary- variation of the complementary colour scheme, (e.g. green, pink, orange)- useful for beginners, same visual contrast as complementary though less tension- commonly used in the fashion industry
• Triad- colours evenly spaced around a colour wheel, (e.g. green, purple, orange)- vivid and vibrant even with pale or unsaturated hues, makes beautiful contrasting shades, without the ombre or monochromatic styling- often used for decoration
• Tetradic- also known as the rectangle colour scheme, uses four colours in two complementary pairs- plenty of chances for colour variation, works best with one dominant colour, pay attention to the warm and cool colour balance- commonly used in designing clothing and furniture
• Monochromatic- all the tints, tones and shades of a single hue- tints achieved by adding white whilst tones and shades made by adding either grey or black, supports communication objectives through the use of connotative colour- used in design, such as for websites

Colour Meanings:

• White- innocence, purity, cleanliness, goodness, perfection- toothpaste: white product will result in white teeth
• Grey- reserved, neutral, serious, balanced, knowledge, wisdom- grey suits: formal appearance
• Purple- royal, mystic, creativity, luxury, wealth- Cadburys, Premier Inn: luxury products, luxury service
• Yellow- hope, cheerful, happiness, optimism, sunny, joy- McDonald's: good food, happy atmosphere
• Green- new, refreshing, renewal, peace, calming, verdant, nature, active, growth, health, envy- first aid:
• Black- sophistication, power, drama, elegance, formality, mystery, death- crows
• Pink- feminine, sweetness, healthy, romantic, innocence- breast cancer research
• Red- love, passion, intensity, energy, excitement, sexy, attention-getting, blood, danger, violence- rose (beautiful yet harmful)
• Blue- relaxation, calm, peaceful, tranquil, trustworthy, loyalty, sadness, patience, instructional, fresh- instructional signs, water labels

Ontology/ ontological point of view- perceived wisdom of what we've taught, e.g. grass is green, the sky is blue

https://brightside.me/article/the-ultimate-color-combinations-cheat-sheet-92405/

Typography

The placement of text.

Key Factors (subject terms):

• Typefaces (font families)
• Point size (font size)
• Line length
• Leading (line spacing)
• Tracking (letter spacing)
• Kerning (1-2 letter spacing)