Color Theory Four-Color Printing CMYK RGB Designing with Color What color is used for is more vital than what it looks like A Few more Terms

Color Theory

Color is defined as a phenomenon of light or visual perception that enables one to differentiate otherwise identical objects and the aspect of object and light sources that may be described in terms of hue, lightness, and saturation. Hue is the name by which we identify a color, value is the degree of lightness or darkness in a color, and saturation is a measure of a color’s purity and brightness. One color trick is to utilize complementary colors which intensify the picture.

Four-Color Printing

The additive color model involves three colors of light- red, green, and blue. When combined, the three colors of light make white. When there is no light present, black is seen. The three colors of light are combined in various ways to make other colors. This model is used for electronic design. The subtractive color model involves cyan, magenta, and yellow. When combined, they create black. These colors combine to make other colors as well. This model is used for print.

The color wheel is made up of primary colors (red, yellow, and blue), secondary colors (adjacent combinations of the primary colors), and tertiary colors (adjacent combinations of the primary and secondary colors). These colors, when arranged on a wheel, are divided into many different color schemes. Complimentary colors are those directly opposite of each other on the wheel. Triadic schemes involve three equidistant colors. Monochromatic schemes contain varying values of a certain color. Color invokes certain thoughts and emotions in viewers, and the designer uses those impressions to their advantage to design effectively.

When printing there are two different types of color systems used. CMYK which is cyan, magenta, yellow and black separates the colors and then lays them down so that they can be applied on top of each other in layers. Match systems which are a different type of printing color and are used when there is a solid color or background. The colors come from ink formulas that have been given to the printer. These types of colors are also used in electronic media. Match colors are usually more vibrant than CMYK

CMYK

CMYK (cyan, magenta, yellow, and black) are the colors used in four-color printing, but why is “k” the letter used for black. The key plate is a plate that prints the color that all the other colors key to—black. Technically, the “k” doesn’t stand for black, but stands for “key”.

When printing with four-colors, you need to rasterize your image—which turns all the pixel information into halftone dots. Printing the first color isn’t a problem. Printing the second, third, and fourth colors is where the problems arise. If you print the dots one on top of the other, you get a moiré pattern—which is more like a waffle pattern than colors. Moiré patterns are when two screen colors are laid down at close to the same angle and clash.

You need to separate three of the components by 30 degree increments. Now comes the tricky part. Where do you place the fourth color? We see black as the darkest, yellow as the lightest, and cyan and magenta in-between. Since yellow is the lightest, it can slide in between any two of the other colors, about 15 degrees away from them. It causes a moiré patter, but we don’t see it. So, yellow is the least visible color and goes in at 0 and 90 degrees—the most visible angle. Black, the most visible color, goes in at 45 degrees—the least visible angle. Magenta and cyan are placed 30 degrees to either side of black, one at 15 degrees and the other at 75 degrees.

RGB

Web design and multimedia design use the RGB color scheme because red green and blue are the colors that are easy to project. RGB can be converted into the hexadecimal numbers that the web uses and thus is a good color scheme to use when creating for the web.

Designing with Color

Since color is a visual language, it is more than just choosing something that looks good and placing it in our design. We must consider what color our primary design is going to be, then carefully choose a backgrounD that compliments it. For instance, if we wish to make a bold statement then a bright color on a dark background will accomplish this goal. If our message is supposed to be calming, then the choice of soft colors like blues or green will do a much better job. Another important aspect to consider is the budget, time and ability to reproduce the design in the chosen colors.

1. Additive Color- using white light to create color
1. TV uses additive color to form the colors on the screen
2. Subtractive Color- creating color with pigment manipulation
1. Secondary hues of additive colors are the primary hues of the subtractive color (cyan (blue), magenta (red) and yellow)
3. Definitions
1. Hue- color based upon a name or formula
2. Saturation- purity of color
3. Intensity- the value of the primary and secondary hues
4. Johannes Itten- Seven Contrasts of Color
1. Value- the difference between basic color
2. Hue- what distinguishes one color from another.
3. Saturation- juxtaposition of hues with different levels of purity. Purity is only changed by adding black, white or gray
4. Complement- two hues directly opposite on the color wheel
5. Temperature- a warm-cold difference between hues
6. Size- quantities of color
7. Simultaneous contrast- a complementary color that the eye creates to make up for the lack of the color in the design
5. Color Meanings
1. Purple- royal, sophisticated
2. Blue- expansive, serene, reliable
3. Green- growth, nature, life giving
4. Yellow- sunlight, citrus, energy
5. Orange- active, appetizing, hot
6. Red- festive, exuberant, romantic, danger, blood, imagination

What color is used for is more vital than what it looks like

Black and white or color? Its a major question when it comes to creating comics. Picture and word express a lot but adding color can add a whole new dimension. Colors can easily portray actions and emotions. We already apply blue to being sad and red to being mad and so forth. Through combining our association with pictures and words with how we perceive color, comic creators are better able to get there creative ideas expressed to their audience. For example in an action comic like Superman, when Superman attacks a bad guy his attacking punches are accented with a slight red to show his anger towards the villain. Certain color combinations determine the theme of the entire comics. Bright primary colors are used for main stream comics and super hero comics. While darker subtle colors are used in more serious comics. Comic creators are trying to get there ideas express in a way we understand them and by adding color we are one step closer to understanding what another person thinks.

1. Pick colors w/ purpose and harmony (related by hue, saturation, and/or value).
2. Colors play tricks. Same color looks different depending on its background.
3. Colors affect interpretation: (ex: Blue for boy, pink for girl).
4. Different Colors appeal to different people. (Ex: women prefer warm and light colors).
5. Use Color boldly, decisively, strongly to be most powerful and noticed.
6. “Color’s most obvious difference is its most valuable asset”
7. Rank info by importance, by amount of color.
8. Choose background color 1st.
9. Color main text to emphasize.
10. Develop a color language for personality, meaning, continuity, (Use no more than 4 colors. One color for background.)
11. To give text immediate priority, use white type on dark backgrounds, and black type on light backgrounds.

I have found it interesting that colors are more than just a visual appearance; they can evoke emotions and moods. This influence by colors changes from culture to culture. A good example is the color white. White in the Western culture symbolizes purity and innocence, while in China it symbolizes death. It is important to know the psychology of colors in order to communicate well with your intended audiences.

1. Red – is bright and exciting. It is the color of passion, violence, and supreme confidence. Dark blood red suggests violence whereas bright clear red means festivities like Christmas
2. Orange – orange is very similar to red when it is used in a bright way. A darker, rustier orange gives off the feelings of autumn and reminds the viewer of fall.
3. Yellow – this is a positive energy color. It is cheerful and implies happiness and optimism.
4. Green – green makes people think of nature and growth. It is a stable color that reassures people.
5. Blue – blue means boy in peoples eyes. It is a color of dignity. People are reminded of the sky and water when they see the color blue. Brighter blue colors suggest youthfulness, strength, and positive energy.
6. Purple – purple is connected to loyalty. The darker colored purples refer to sophistication. The lighter purples are considered favorite feminine colors
7. Gold – stability, quality, and high society. When gold is used it means high class
8. Silver – silver gives the impression of advancements in technology and industry. It reminds people of stainless steel and circuitry.

A Few more Terms

Value describes the lightness or darkness of a visual element. The relationship between two elements in this respect is called value contrast. Most text is black with white background. This helps create the most contrast between elements.
Hue is the name of a color.
Shade, tone, and tint are different aspects of value.
Saturation is the brightness or dullness of a color (bright or dull).
Primary Colors

1. Red
2. Green
3. Blue

Subtractive Primary Colors (such as those in paint pigment/ink).

1. Red
2. Yellow
3. Blue

Researching the elements of your design will help you make the appropriate selection of colors, and contrast that present the mood, personality, and feelings that best represent the brand/group you are designing for.

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