Colour theory and psychology

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Tammie Lister @karmatosed

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“In the visual arts, color theory is a body of practical guidance to color mixing and the visual effects of a speciﬁc color combination.” en.wikipedia.org/wiki/Color_theory

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“…light and darkness, brightness and obscurity, or if a more general expression is preferred, light and its absence, are necessary to the production of colour… Colour itself is a degree of darkness.” brainpickings.org/2012/08/17/goethe-theory-of-colours

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The colour wheel

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Primary colours

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Secondary colours

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Tertiary colours

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Hue

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Expanding

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Saturation

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Tint Shade

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Tone

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Monochromatic

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Complementary

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Split Complementary

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Analogous

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Triadic

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Tetradic

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Neutrals

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Josef Albers http://en.wikipedia.org/wiki/Josef_Albers

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Frederick Spratt http://en.wikipedia.org/wiki/Frederick_Spratt

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“ It is not for nothing that we say we are ‘feeling blue’ or ‘seeing red’.” thephilosophersmail.com/perspective/the-psychology-of-colour

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nytimes.com/1982/10/19/science/color-has-a-powerful-effect-on-behavior- researchers-assert.html

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blog.kissmetrics.com/how-colors-affect-conversions 92.6% of people say visual dimension is the #1 inﬂuencing factor over their purchase decision

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blog.kissmetrics.com/how-colors-affect-conversions 26% higher recognition for full colour adverts

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blog.kissmetrics.com/how-colors-affect-conversions +$23 million for Heinz Ketchup by changing call to action button from red to green

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business-applications.ﬁnancesonline.com/review-of-famous- company-logos

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http://en.wikipedia.org/wiki/Color_vision

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Western: Danger, love, anger

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China: Good luck, wedding, happiness

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India: Purity, wealth, fertility

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Western: Happiness, cowardice, hazard

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China: Sacred, royalty, masculine

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Greece: Sadness

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Western: Conservative, calm, masculine

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Mexico: Mourning, trust, serenity

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“Working with color while designing is really about creating another dimension in your medium. Choosing a successful palette creates a foundation for adding meaning and hierarchy to your design. “ robots.thoughtbot.com/Its-only-color

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colourlovers.com color.adobe.com/create/color-wheel jxnblk.com/colorable/demos/text 0to255.com