Discussion QuestionsKatherine Meeks

Discuss questions 1 – 4 after watching the video once through. Discuss questions 5-9 after some preliminary instruction on color schemes, hues, tints, tones, shades, and

emotional connections to color. I would have students do the activities on these topics, so they can explore these terms on their own, before having a class discussion.

Discuss question 10 at the very end of the Color Theory Unit.

1. What does primary mean? So what do you think primary color means? What does secondary mean? So what do you think secondary color means?

Primary means first. Primary colors are the colors that an artist would begin with to make all other colors. Secondary means following. Secondary colors are the ones that can be created by mixing the primary ones.

2. Find 1:14 (still 1) and compare it to 0:52 (still 2). What colors do you see in the television screen? Notice that they are different than the primary colors we saw in the color wheel. How does light mix differently than pigment? How was the yellow that can be seen at 0:58 (still 3) created? How is it created in painting?

The primary colors of paint (meaning they can be mixed to create all other colors) are red, yellow and blue, but the individual dots of color on the television are red, green, and blue. Light is a combination of wavelengths, while pigment is designed not to reflect certain wavelengths. From the third still, I can see that green and red form yellow, blue and red form magenta, and green and blue form cyan. Red, green, and blue form white. Yellow cannot be created from pigments, because it is a primary color. (Trick question!)

3. Why do you think colored Christmas lights are almost always red, green, and blue? (0:49 or still 1)

Still 1 Still 2 Still 3

Since Christmas lights are often made of the three primary colors of light, the eye sees the widest possible range of color.

4. We’ve discussed pigment color theory and light color theory, but which is more important for artists? (Take answers, and then show this image). How does this image change your mind?

Pigment color theory and light color theory work together to present an image to the eye. The lighting in the environment the work was created as well as the one it is displayed or photographed in play a large role in informing the final work. I feel they are equally important to artists.

5. Evaluate this advertisement based on color theory. Does it use primarily primary or secondary colors? Does it use bright, saturated hues, or tints, tones, and shades of hues? Does it use a particular color scheme? Does it use primarily warm, cool, or neutral colors? Does color choice reflect a deeper meaning? How do all these choices relate to the content? Why do these choices help sell the product?

This advertisement uses tints of hues, which gives it a soft, soothing feel. The blues and greens form an analogous color scheme and are cool colors, which are

calming. The designer is reflecting not only the softness of the cotton material, but also the universal association of green with nature and the environment.

6. Evaluate this advertisement based on color theory. Does it use primarily primary or secondary colors? Does it use bright, saturated hues, or tints, tones, and shades of hues? Does it use a particular color scheme? Does it use primarily warm, cool, or neutral colors? How do all these choices relate to the content? Why do these choices help sell the product?

This advertisement uses mostly primary colors, which are much more powerful. It also uses very bright, saturated hues (red and yellow), which grab the viewer’s attention, especially against the contrasting black background. These warm colors are some of the loudest colors that demand attention. This advertisement is designed to capture the viewer’s attention and convey the message of strength that can be seen in the text in order to sell Doritos.

7. Evaluate this advertisement based on color theory. Does it use primarily primary or secondary colors? Does it use bright, saturated hues, or tints, tones, and shades of hues? Does it use a particular color scheme? Does it use primarily warm, cool, or neutral colors? How do all these choices relate to the content? Why do these choices help sell the product?

This advertisement uses tints of red and shades of violet and blue, which expresses both the soft, feminine qualities of perfume juxtaposed with power and mystery. The analogous colors harmonize well while the opposing warm and cool colors further juxtapose the softness and darkness. Violet is universally the color of romance and mystery. These choices help sell perfume by visually illustrating how the perfume will make the user feel.

8. Evaluate this advertisement based on color theory. Does it use primarily primary or secondary colors? Does it use bright, saturated hues, or tints, tones, and shades of hues? Does it use a particular color scheme? Does it use primarily warm, cool, or neutral colors? How do all these choices relate to the content? Why do these choices help sell the product?

This advertisement is dominated by the color red, which is a warm primary color and a bright, saturated hue. These characteristics make the

advertisement loud and attention grabbing. Red is a color of extremes, from passion to violence to anger. Red is used here to be extremely captivating to the viewer and demand attention.

9. Evaluate this advertisement based on color theory. Does it use primarily primary or secondary colors? Does it use bright, saturated hues, or tints, tones, and shades of hues? Does it use a particular color scheme? Does it use primarily warm, cool, or neutral colors? How do all these choices relate to the content? Why do these choices help sell the product?

This ad for women’s footwear uses a neutral gray background with a splash of violet. This monochromatic color scheme heavily emphasizes the product by using only a dominant color. Most of the shoe is the bright violet hue, with a small amount of both tint and shade. The tint of violet is soft and light, just like the shoe, while the shades of violet remind the viewer of the power the shoe creates.

10. Is it appropriate to use subconscious color meaning in advertising? Are advertisers fooling the viewer, or are they just making logical choices to sell a product? What responsibilities do consumers have?

I personally feel advertisers have every right in the world to use color to help sell their product, but I feel it is our responsibility as consumers to be aware of these tactics. Color has so many universal emotional connections, but the selection of color is logical. Consumers must ensure that their purchases are logical, too.