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ColorCommunication 337

Normal Vision

This Isn’t Color-Blind Vision

Deuteranope

red/green color deficit

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Protanope

red/green color deficit

Tritanope

blue/yellow deficit (very rare)

Seeing Color: Cones

Color Blindness

• Approximately 10% of men are fully or partly color blind

• Approximately 0.1% of women are fully or partially color blind

• Red, green, or blue cones in retina are either faulty or missing

1931 CIE Chromaticity Chart

Typical Monitor Gamut

Typical Color Gamut

Wavelength (nanometers)

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Color in Marketing

Color Standards

Color Standards Violated

Color Standards Violated

Cool & Warm Colors

Warm ColorsCool Colors

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Cool & Warm Colors

Color Absorption (Subtractive)

Subtractive Color Model (Old)

Primary: Yellow

Primary:Red

Primary:Blue

Subtractive Color Model (New)

Primary: Yellow

Primary:Magenta

Primary:Cyan

Additive Color Model

Primary: Blue

Primary:Green

Primary:Red

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Primary Colors (Traditional)

Secondary Colors (Traditional)

Tertiary Colors (Traditional)

Hue

HUE = a pure color with no white or black added

Saturation

100%80%60%40%20%0%

SATURATION = the vividness or purity of a color

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Tint

100%80%60%40%20%0%

TINT = a hue with WHITE added

Shade

100%80%60%40%20%0%

SHADE = a hue with BLACK added

Tone

100%80%60%40%20%0%

TONE = a hue with GRAY added

Color Context

Picking Colors

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Harmonious Color Schemes

• Monochromatic

• Analogous

• Complementary

• Triadic

Monochromatic Color Schemes

• Uses a single base color

• Extended through tints and shades

• Produces cohesive color theme

Monochromatic Colors

Base color + tints & shades

Specifying in Photoshop

Monochromatic Page

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Analogous Color Schemes

• Uses base color and two adjacent colors

• Vary tints & shades of secondary colors

• More nuanced than monochromatic scheme

Analogous Colors

Base color + adjacent colors

Analogous Page

Complementary Color Schemes

• Hues are opposite each other on color wheel

• Use complimentary color only for accents

• Often grabs attention; vibrant

Complementary Colors

Base color + opposite color

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Complementary Page

Split-Complimentary Colors Schemes

• Base color and two colors adjacent to its complementary

• Less tension than with complimentary

Split-Complimentary Colors

Base color and complimentary color ± 30º

Split-Complimentary Page

Triadic Scheme

• Colors equally spaced around color wheel

• Combines balance and contrast

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Triadic Colors

Base color + 2 others 120º apart

Triadic Page

Picking Colors Naturally

Colors from Nature

Colors from Nature

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Colors from Nature

Color Studies

Color Studies

Color Studies

Color Studies

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Color Studies

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