A study on

Color as Science and Art.

Ginu George

ObjectivesDelving on the intricate perception of color psychology.To find the significance of color in varous segments of life.To understand the science and art aspect of color.

1What is color and how is it perceived?

Let’s start…..

Color is the perception of reflected light, expressed as hue, lightness, and saturation.

When light shines on an object, some colors bounce off the object and others are absorbed by it. Our eyes only see the colors that are bounced off or reflected.

Color ?

White Presence of all colors

Is the color of milk and fresh snow, the color produced by the combination of all the colors of the visible spectrum.

Absence and

presence of

color

Black Absense of colors

Is the color of coal, ebony, and of outer space. It is the darkest color, the result of the absence of or complete absorption of light.

2Color Theories

These are some of the various color theories

coined by the masters.

COLOR WHEEL

Examples

Analogous color schemeComplementary

color scheme

Triadic color scheme

Split complementary color scheme

Color is the perception of reflected light, expressed as hue, lightness, and saturation.

THE TRICHROMATIC THEORY• Proposed in the 19th

century by Thomas Young and Hermann von Helmholtz

• States that the retina's three types of cones are preferentially sensitive to blue, green, and red.

• RGB Concept – LMS theory.

Color Theories

• Trichromatic theory • Dimensions of colors

Dimensions of colorsHues denote qualities that can be differentiated by color words such as red, yellow, green, blue or purple.Value - V - BrightnessThis describes the relative brightness of colorsChroma - C - BrillianceApart from hue and brightness, colors can be differentiated by their brilliance or strength

Munsell’s Theory

The Munsell color system is a color space that specifies colors based on three color dimensions: hue, value (lightness), and chroma (color purity).

It was created by Professor Albert H Munsell in the first decade of the 20th century

Color is the perception of reflected light, expressed as hue, lightness, and saturation.

Color Theories

• Additive theory• Subtractive theory

Subtractive Color.  When we mix colors using paint, or through the printing process, we are using the subtractive color method. Subtractive color mixing means that one begins with white and ends with black; as one adds color, the result gets darker and tends to black. Additive Color.  

Additive colors

If we are working on a computer, the colors we see on the screen are created with light using the additive color method. Additive color mixing begins with black and ends with white; as more color is added, the result is lighter and tends to white. 

“Color is , on the evidence of language alone,very bound up with feelings

-Marion Miller

3Color

Psychology

COLOR SYMBOLISM, CULTURE,BRANDING

COLOUR EMOTION

S

color positive negative

RED courage, strength, warmth, energy, basic survival, 'fight or flight', stimulation, masculinity, excitement.

Defiance, aggression, visual impact, strain.

BLUE Intelligence, communication, trust, efficiency, serenity, duty, logic, coolness, reflection, calm.

considered bad for food,

Coldness, aloofness, lack of emotion, unfriendliness.

YELLOW Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity.

Irrationality, fear, emotional fragility, depression, anxiety, suicide.

ORANGE Physical comfort, food, warmth, security, sensuality, passion, abundance, fun.

Physical comfort, food, warmth, security, sensuality, passion, abundance, fun.

tables

color positive negative

GREEN courage, strength, warmth, energy, basic survival, 'fight or flight', stimulation, masculinity, excitement.

Defiance, aggression, visual impact, strain.

PINK Physical tranquillity, nurture, warmth, femininity, love, sexuality, survival of the species.

Inhibition, emotional claustrophobia, emasculation, physical weakness.

BLACK(NO COLOR)

Sophistication, glamour, security, emotional safety, efficiency, substance

Oppression, coldness, menace, heaviness.

VIOLET Spiritual awareness, containment, vision, luxury, authenticity, truth, quality.

Physical comfort, food, warmth, security, sensuality, passion, abundance, fun.

4Color In Design

Marketing and

Branding

BrandingResearch has reinforced that 60% of the time people will decide if they are attracted or not to a message - based on color alone

Color increases brand recognition by up to 80 percent.

Branding

⊙ 1. Natural and Universal Color Symbolism for Brands

FedEx's two different color schemes are the best examples of the "universal" symbolism of colors. Green communicates ground services; orange communicates the high energy and speed of air transportation.

Branding

2. Creative and Imaginative Color Symbolism

Some brands break with color traditions. T-Mobile's magenta (hot pink) is an unexpected color in the crowded cellular communications marketplace. Risky but it does succeed in creating a unique identity of the brands.

Blue –CleanlinessOrange - Dynamics

Color trade

marks and

design

Color Branding & Trademark RightsThe color of a brand is different from a color trademark. Even though a TM or ® symbol may appear on a brand's image, it does not mean there are any legal rights to the color or colors.The TM and ® marks on the Mc Donald's and Starbucks images below means that the company has claimed rights to the image (the symbol or word or combination of both).

The color of a brand is different from a color trademark. Even though a TM or ® symbol may appear on a brand's image, it does not mean there are any legal rights to the color or colors.The TM and ® marks on the Mc Donald's and Starbucks images below means that the company has claimed rights to the image (the symbol or word or combination of both).

Color trademark

 What colors cannot be trademarked?One of the basic principles of color trademark laws in the US is that a functional color cannot be trademarked. In other words, if a company makes lawn mowers, they can't "own" green because green is the color of lawns and is therefore a functional color.

A color trademark is different. In this case, the color is the brand. The use of the color in a market sector is protected by trademark. For example, when you see chocolate candy in a purple wrapper, you know it's Cadbury: when you see a turquoise box for jewelry, you know it's from Tiffany & Co

A color trademark is different. In this case, the color is the brand. The use of the color in a market sector is protected by trademark. For example, when you see chocolate candy in a purple wrapper, you know it's Cadbury: when you see a turquoise box for jewelry, you know it's from Tiffany & Co

Product packagi

ngWhite Packaging In color psychology, white is the blank canvas waiting to be written upon. It relates to innocence, equality and new beginnings. As a packaging color it is safe, basic, unadventurous and conservative, but a good choice where you want to create the impression of cleanliness, purity, efficiency or simplicity.

.

Green is a color of balance and harmony of the mind, the body and the emotions. In color psychology it relates to security, wealth and growth.For packaging colors, green suggests natural, organic and healthy, a good color to use for environmentally friendly products.Dark green implies wealth, luxury and professional quality. Adding some silver adds elegance and sophistication.Muted greens suggest environmentally safe and wholesome.Mid green packaging is appropriate for organic and ecological products, wholefoods, garden and golfing products.Add decoration or printing in other colors that will attract your target market

Product packagi

ng

Black is the color of power, authority and control. It tends to stand out when used as a packaging color as it makes products appear heavier and more expensive and transmits a higher perceived value.

honesty and reliability, strength and unity. When used in your packaging colors it communicates trust and reliability in the product.

The darker the blue, the more professional, serious and conservative the product will be perceived to be. The lighter the blue the softer and more creative the product will be perceived to be.Blue can indicate a product that will contribute to the buyer's relaxation and calmness. Younger people often see blue to be a color for more mature people so avoid its use if trying to capture the youth market, unless you choose the brighter, more neon or electric blues.

Product packagi

ngRed Packagingred means energy, action, passion, excitement and strength.Using red for your packaging colors draws attention to your product, stimulates the senses and excites the potential purchaser.Dark reds are perceived as professional and luxurious, while bright reds are more exciting and energetic and generally of lower perceived value than dark reds

Metamerism Metamerism is a phenomenon that

occurs when a color swatch and a sample match in one light source but not in another. Metamerism is almost inevitable with some colors and less of a problem in others.

Tips to overcome

metamerism

Here are a few tips to help you assess color in the retail environment:

1) Always compare the sample (the dress) to the standard (the color book) in the same light source2) Avoid spotlights, 3) Use a white card or white paper to cover color swatches surrounding the target swatch4) Hold the standard (target swatch) and the sample (dress) at a 30-degree angle to overhead lighting.5) Buttons and other small samples are more easily influenced by the color of the standard. The bigger the sample, the better.6) Don't look at a color for more than 5 seconds at a time when assessing. The brain compensates for color differences perceived by the eye after a few seconds.

Color and Culture

5Colors

of Religio

n

IslamSacred color of islam : Green [Khuran cover, Paradise-green andGold.]Peace and mourning- White

The colors of the flags of many Muslim nations feature at least two of four colors that were used to symbolize the dynasties that ruled sprawling Middle Eastern empires white, black, green, and red became the defining colors of Muslim nations

Christianity Sacred color of christainity:White, blue,

Purple Black- death-Good friday Red : Jesus’Death ;Gray-ash

]White is a symbol of purity, innocence and holiness. It is the liturgical color for the Christmas and Easter seasons

HinduismSacred color of hinduism:SaffronMourning color – white Festival –yellow,greenRed –purity, passion

Swamijis, distinguished in society, are recognized by bright saffron colored robes that symbolize fire, purity and the Supreme Being Hindus celebrate all colors during Holi, a religious holiday to greet the arrival of spring.

BuddhismColor concept of Buddhism: Rainbow conceptMourning color Black blur represents tranquillity,ascension,the infinite.White represents purity and fertility.'

] The most prominent color concept in Buddhism is that of the rainbow body, which is the highest level of meditative achievement wherein the body is transformed into pure light

Thankyou!