Basics of Color

COLOR THEORY                                                                                                 01/23/2022

Definition and Importance: Color theory is the combination of the art and science of using colors and how specific colors are perceived. Colors are quite a basic concept yet they offer so much room for creativity and innovation. Colors can be mixed or blended, matched, or contrasted to create a variety of feelings in the reader and convey certain meanings to them as well. The theory of color organizes colors on a color wheel and from there separates them into 3 main groups, primary colors, secondary colors, and tertiary colors.

Color Theory as a whole allows people to build a self identity by evoking a certain emotion whenever someone sees them or their work using a particular color. They also can be used to organize objects into specific categories and they of course help add a more aesthetically pleasing look to any product. In addition, color allows for products to be distinct from similar products and helps them become easily recognizable. In this blog I will study the basics of color, what meaning they specifically convey, what tools help manipulate color to do your bidding, and how color relates to my specific genre and magazine. 

First, I need to understand the categories and overall concept of colors before studying the emotions being conveyed by them and how they are used in different situations.

Primary Colors: There are 3 primary colors, Red, Yellow, and Blue. They are part of this group as no mixture of colors can combine to create any of these colors.

Secondary Colors: This group includes the colors Green, Orange, and Purple. They are here because the primary colors can be combined to create each of these colors.

Tertiary Colors: In this group you can find all of the more specific colors that were made from the collaboration between primary and secondary colors. Tertiary colors include Yellow-Orange, Red-Orange, Red-Purple, Blue-Purple, Blue-Green, and Yellow-Green. Although they all might have new names now these were the names that they were originally given upon creation.

Next, I'm going to look at some other key terms that will help me better understand colors in general.

Variations to hues: Shade, Tint, and Tone

First off, a hue is simply a pure color that is part of the color wheel. A number of things can be added to hues to slightly change their appearance and create variations/shades of that specific hue. For example, there is something called a shade. Shades add black to a hue in a way that causes the hue to become darker, more subtle, and less intense. On the other hand, a tint adds white to a hue which as a result makes it lighter, brighter and more powerful. The last thing that can cause a variation to appear is a tone which is very similar to a shade as it adds grey to a hue which serves the same purpose as a shade just not to the same effect.

Next, I am going to look at how certain colors can mix together to create unique color combinations. These combinations are also known as color schemes and for the most part are used to create a visually appealing or harmonious design that engages the reader in a balanced way in order for them to easily understand what they are currently looking at. Balance is key for color schemes, thus everything must have a logical structure so that the viewer is not bored or overwhelmed by the visual. There are 4 main color scheme formulas that I will explore, complementary, analogous, triadic, and monochromatic. Overall, artists use the color wheel to help make color schemes.

Complementary: Basically, this formula includes any 2 colors that are opposites on the color wheel. Take red and green as an example. In any design, a complementary color scheme will create a sharp contrast between the differing colors which as a result also create a sense of stability between the colors. This scheme is also very useful to make a particular image stand out above the rest. Consequently, this color scheme is very common at shopping malls as there are so many of the same type of stores so by using a complementary color scheme the shop will become more recognizable among the others which will then lead to an increase in customers. At the same time, overusing this color scheme might create a feeling of boldness around your work, it may also become boring and tiresome.

Analogous: An analogous formula is almost the complete opposite of a complementary formula since this formula covers any color combination that is between 3 similar colors that sit side by side on the color wheel. For instance, the combination of green, yellow-green, and yellow is considered an analogous color scheme. For the most part, 1 of the 3 colors dominates the other 2 who mostly assist the dominant color to create a beautiful visual experience. More specifically, one color supports while the other accents the dominant color. This color scheme is usually utilized by companies to engage the reader as well as instruct them on what to do in their store or on their website. The combination helps draw the audience's eye to specific parts of the store or website where key information is located.

Triadic: All in all, this color scheme is a mixture of the 2 previous color schemes because just like the complementary color scheme it develops maximum contrast and just like the analogous color scheme it establishes a sort of harmony between the colors. In addition, it is able to complete this simultaneously which is why it is even more impressive. In other words, the colors not only stand out individually but also mix to make the image as a whole become distinct as well. A triadic color scheme occurs when the 3 colors being used are evenly spaced along the color wheel in a way that creates a triangle if you connect the 3 colors with lines. The colors red-purple, yellow-orange, and light blue perfectly exemplify this color scheme.

Monochromatic: In contrast to the previous 3, this color scheme is not a combination of multiple colors, instead it is a combination of the many variations of a single color. For example, a monochromatic combination could include all of the variations of the red hue in a way that is simple yet effective. The purpose of this color scheme is for the image to appear clean and calming.

Last but not least, thanks to the vast and easily accessible knowledge on the internet there is a long list of tools that people can use to easily convert their imagination into an image. There are also many helpful models and tips that if followed, can lead to more professional looking and consistent work.

Color Relations: An important aspect of color theory to take into account is how a particular color might behave with another color. Depending on the background that is placed behind the color, said color will appear different. On some backgrounds the color will seem duller and smaller while on other ones the color will exhibit a high brightness and will look a lot bigger. Furthermore, the shape and size that the shape is in will also affect how it is viewed so it is important to keep all of these factors in mind when creating an image so that it comes out in the way that you desired. This is so important because the color itself might change its shade or tint slightly in relation to its background. You also have to take into consideration the platform through which your product is being viewed and if that will have any effect on its appearance for the viewer.

60-30-10 Rule: This refers to a common technique that designers follow to make everything seem connected and balanced. It requires 3 colors and each color has a specific role and stands for one number so this rule almost completely aligns with the triadic color scheme. The main color will be used for around 60% of the image, the supporting color will take up 30% of the design, and the remaining 10% will be filled by the accenting color. Also when choosing these colors remember to use nature for inspiration and make sure that the colors you ultimately end up choosing match the tone or mood that you set for your specific image from the start. 

RGB: RGB is a kind of color model that is usually designed to be displayed electronically like on a computer. It is also known as the additive color model because the more colors added to this model, the brighter it gets and the closer the model gets to white. On the other hand, the less colors added the darker it gets and the closer it gets to black. In other words, as the model has a range of 0 to 255, if R=0, G=0, and B=0 the color would turn to black while if R=255, G=255, and B=255 the color would turn to white. Also before I forget R stands for red, G stands for green, and B stands for blue. This model is useful to add different colors with varying intensities together to create new colors. As aforementioned, this is especially helpful for electronic screens as most electronics use these colors specifically when making other colors, thus your design will appear the best if you utilize this model on electronics.

CMYK: In contrast to the RGB model, this model is known as the subtractive color model and it utilizes the colors Cyan, Magenta, Yellow, and Key which is known as black. Consequently, instead of adding colors to get to white, the opposite occurs with this model. Therefore, the more colors that are taken away the lighter and the closer to white it becomes and vice versa. To further differentiate itself from its counterpart this model also is, for the most part, applied to paper or physical surfaces. This is due to the model being very similar to painting as just like with painting the more colors that are added the darker the image becomes. It is important to remember that this model should be employed whenever you are dealing with a physical object so that when the design is produced it comes out accurate.

Adobe Color: It was previously known as Adobe Kuler but it is still regarded very highly by designers worldwide to design anything from a bar graph to a interior house design. Not only does this tool allow people to develop their own color schemes following the previously talked about standards and by applying the RGB model into the program, it also provides them with an immense collection of premade color schemes to choose from. Adobe Color is also free and easy to use with the ability to save certain themes into your account so that your progress is saved.

Adobe Illustrator Color Guide: Another tool from Adobe, and another homerun. This tool makes it even more basic for the user to build their own color scheme as they simply input a color and it will create around 5 color schemes automatically based on that one, singular color. In addition, it gives people multiple variations of the same color for each color in your particular color scheme. This tool does most of the work for you as long as you input the correct information. For example, if you alter the main color of your color scheme the rest of the colors in that scheme will change based on your alteration in order to better support, accent, or contrast the new main color. Once again it gives the ability to save their progress for later and it gives them even less work to do because they have access to a number of premade color schemes to use as inspiration for their own.

Microsoft PowerPoint Preset Color Guides: An alternative to using Adobe tools is using Microsoft products such as PowerPoint which enables people to work on design in an easy and effective environment. Like the previous 2 this tool also includes many premade color schemes to choose from, not to mention a very long list of preset colors that people can experiment with before making a final decision. Once you find the ideal color scheme you can then save it and use this tool to find the correct RGB code so that you can then input it into the program and produce your image.

Now that I've finally covered all of the basic theory of and rules of color, I will now explore the psychology behind color, and how they create meaning and feeling within the audience.

Color Symbolism: First of all there are 3 main categories that are associated with a main, overall feeling. These categories are warm colors, cold colors, and neutral colors. This "temperature" really influences the effect that the color has on the viewer. Warm colors include red, orange, yellow etc. and usually cause people to feel energetic, bright, happy, and an urge to take massive action due to their similarity to fire and the sun. Cold colors include green, blue, purple, etc. they are related to a sense of calm, peace, professionalism, and serenity as a result of them being associated with nature and water. The last category are neutral colors and they are primarily used as background colors which add a level of sophistication to any image. Their meaning is also influenced by the color that they are placed behind. Neutral colors are colors like black, white, etc. In total, every specific color falls under one of these categories so their unique meaning will always be connected or similar to the main, overall feelings. Remember that each specific color's meaning might vary depending on context and the location or culture but these are their typical North American meanings.

RED: The color red is a hot color that is mainly associated with love, passion, power, and danger. For instance, stop signs are red to signify danger while the carpet at award shows is red to show how powerful the people on it are. Red is a very common color that is very useful to make something stand out, though at times it can become overwhelming. It is a tremendously versatile color that can mean a number of different things depending on its shade or tint as the brighter reds can symbolize energy while the darker ones show elegance. Red can also be negative with the common association being blood and death.

Some companies that use red include news corporations similar to CNN and TIME as they both want to seem important and passionate about what is occurring around the world. The beverage industry also includes a lot of red as they want to show how they put love into their products and how their products give you more energy to live life to the fullest extent.

ORANGE: Orange is very similar to red in many respects. First of all, it is a very enthusiastic and positive color that makes people want to take action. Also due to its relation to the fall and the seasons, it can be used to connect a product to change and health as the seasons are a long cycle of progression and vitality. In contrast to red, it is not so powerful and it is overall more friendly than red which allows it command the audience's attention while not overwhelming them.

Many companies that mainly target the youth of society or those who are adventurous use this color like Nickelodeon and Harley Davidson. Both companies want to appear friendly for the younger generation or for those young at heart. They also want to have a positive social image that embraces change.

YELLOW: This is the brightest and most joyful color out of the warm color category. As a result of it sharing the same appearance as the sun, this color warms anyone up and creates a feeling of cheerfulness inside of them which is very helpful when designing an image. Just like red it is a color that can signify deceit or danger while still being very adaptable depending on the situation. Dark yellows make people think of history while the bright ones are the complete opposite and are commonly used when designing  children products.

Lays, Snapchat, and Best Buy are just a few of the companies that utilize the color yellow on their logo and throughout their business. Lays is attempting to show how they might have been around for a long time by having a slightly dark logo, but they still are very appealing especially for kids as shown by the rest of the chip bag which is in a brighter yellow. Best Buy on the other hand is attempting to seem intellectual as a business and they want to mimic the feeling that their customers get when they purchase a product from them. Not only does Snapchat want to target young people by putting yellow into their company, they also are trying to create a more positive social media environment that attracts even more customers.

GREEN: The first cold color that I will explore is green. This color is found everywhere in nature, thus it has a strong connection with anything to do with nature. For instance, the color green symbolizes growth, prosperity, and starting over. Green is the combination of yellow and blue so it shares some characteristics with its parents and combines them. Green is very calming like the color blue while still being generally bright and energetic which can cause people to sense envy or inexperience as green is not choosing what to be and instead is being told what to do based on its two primary parents that seem a lot better than green.

Green is used by a wide variety of companies ranging from animal-related or food-related companies like Animal Planet and Whole Foods Market to car or music companies like Land Rover and Spotify.

Although it is quite obvious that Animal Planet and Whole Foods Market want to show their strong fondness and love for nature with everything that they do, they are also trying to show how ambitious they are and will continue to be in their respective industries. At the same time, Land Rover and Spotify are both parts of highly competitive industries so by using the color green they can show how their company is a new beginning for their industry and how it is a culmination of all of the growth that the industry has experienced in the past. They also can express the fact that their businesses are continuously growing and are attempting to become more sustainable or eco-friendly.

BLUE: The phrase, "I'm feeling blue," is a very good representation of one of the many meanings behind this water related color. Just like water the lighter blues can signify a kind of natural tranquility while in other cases the darker blues exemplify confidence, reliability, and strength which are all key traits held by water. Not to mention, blue has a spiritual connection at times so it is regarded as a very energizing color in many places worldwide. Before I forget, just like I mentioned at the start of this section, the color blue in many people's minds can mean sadness or even a lack of emotion which is overall a very negative connotation of this color.

Companies that have a role in the everyday life of a customer are very likely to use the color blue in order to appear reliable and always available in case of emergencies or problems. This is why companies like Facebook or Walmart use the color blue. They also use it to appear financially responsible and confident that they are the best option for their customers. On the other hand, companies like Boeing and Ford both are responsible for the safety of their customers in their specific vehicles whether that is in a plane or in a car. To rephrase it, both companies want to give their consumers a calm and peaceful experience while using their strong products.

PURPLE: Unlike the rest of these colors, purple is best used sparingly so that it gives off a sense of luxury and royalty when it does appear. Throughout history, this color has been seen as the color of royalty and wealth as the dyes needed to make this color were extremely expensive so only the best could afford it. In addition, the designs that were made with this color were very creative and romantic, especially those with a lighter tone or shade. Purple acquired these meanings from its parents, the color red and blue so you may see some similarities in appearance and symbolism.

Previously, I said that purple is usually meant to represent royalty so companies like Cadbury or Hallmark use the color purple to express their opinion of themselves and attempt to convince others that they are more luxurious and produce higher quality products than their competitors. They also make products that are associated with romance like chocolates and cards which by using the color purple they can share this fact without having to say anything. Over time, their products have also become very creative and original which is another reason behind them considering themselves to be the luxury alternative in their industry. You may also realize that there are a smaller number of companies that use the color purple since like I said, it is better used rarely but deliberately so that it shows royalty. Hallmark even has a crown on their logo further cementing their "royalty" status.

BLACK: As it is the strongest neutral color, black is related to power and formality while also being thought of as a representation of evil and mystery. It can be used efficiently in edgier or elegant designs alike though it is usually utilized in typography or as background color that contrasts with a warm color. It is also helpful when attempting to make more negative space in an image and can help control the audience's focus on something in particular.

Adidas, Louis Vuitton, and Sony are just a few of the powerful and popular companies that contain black in their logos and in their company as a whole. Black adds a level of formality to each of these corporations in an elegant manner that allows them to remain traditional while still leaving room for mystery and creativity. The consumer will also know that they are doing business with a powerful and sophisticated company that values a combination of tradition and originality.

WHITE: In complete contrast to black, white can be seen as a symbol for purity, goodness, and simplicity which allows it to be used very commonly as a background as well as the main color. Though, white will typically appear alongside black in designs whenever it is supposed to be the main part of the design, it is maybe the most popular background out there especially with cold colors. It is a very easy color to use as it is so basic and can help bring focus to the other components of any display. It can also mean safety in the right context, more specifically when people think of it to be the color of dentistry and healthcare.

Many of the companies mentioned above like Adidas alternate between using white as the background and black as the text and vice versa. Many other companies like Audi for instance can convey a feeling of simplicity while being very helpful and important. It also emphasizes safety and goodness in their products and business approach overall which are both appealing to the customer.

Now that we have explored the meaning behind certain colors we can investigate what specific colors are commonly used in my genre and why.

Sports Magazines:

In sports magazines, the main colors used are a combination of warm and neutral colors like red, yellow, black and white. In other words, an analogous or monochromatic color scheme containing warm colors is typical for a sports magazine. This is due to the fact that sports in general are about passion, energy, and happiness among other key aspects. Therefore, a sports magazine attempts to recreate this feeling by using these colors along with neutral colors to put a focus on these emotions. Not only do the neutral colors help guide the reader's attention to certain elements in the magazine, they also add a sense of formality to the magazine and show that sports as a whole are very simple and good for those who experience them. Let's take a look at the major publications that I looked at earlier for the conventions of sports magazines and see what colors they use.

ESPN: This magazine brand uses a simple, white background behind their main image and a masthead as well as coverlines that are warm colors, in this case it is orange and yellow. By using a white background it allows all of the focus to be on the main image (sports) and by using the color orange or yellow the friendly and enthusiastic feeling that people get when playing a sport comes out along with the innocence and positivity of not having to worry about anything while playing sports. Additionally, the black hue is present in the text to show the power and influence of the sports industry and how at times sports are mysterious due to you never knowing the outcome of a certain match. This magazine is also very formal and more serious as this tone is implied by using darker shades or tones of the warm colors orange and yellow.

SPORTS ILLUSTRATED: This brand decided to be more unique and used the warm color red as their background and the color of the main image's costume, and left black for the coverlines and white for the masthead. Although the excessive use of red is a bit overwhelming it stresses the passion and love for sports that many readers share and how at times this passion just like the color red overwhelms you. Unlike the last magazine that was more analogous, this one is more monochromatic as it is not just one shade of red but multiple which shows unison between fans and teammates while still contrasting their differing opinions and playstyles. It also attracts the audience's eye as it uses a red as the background which expresses the importance of the topics in the magazine. Furthermore, the effect of the colors being shared between the cover and the main image's costume is very satisfying and once again the use of black and white creates a level of sophistication and purity for the magazine. This magazine also breaks the traditional conventions of using a neutral color as a background which is similar to how many players, such Mohamed Salah who is the main image, have broken tradition and become legends.

WORLD SOCCER: Last but not least, this magazine has gone back to basics and decided to utilize a white background with a little bit of black typography in addition to an analogous color scheme between red and yellow. Overall, this creates a more playful and happy looking magazine that shows the creative and beautiful side of sports. Yellow is utilized very well in this magazine because by incorporating darker and lighter yellows they show how sports are for both the elderly and the youth of society. The color red is also used less so that the magazine appears more friendly and open than Sports Illustrated and the decrease of black text allows the magazine to feel less professional and more relaxed which is the point of sports. Lastly, just by simply viewing the cover the reader is immediately immersed into the magazine and becomes a little happier thanks to the warm colors.

My Magazine: I for one would use an analogous color scheme of warm colors, most preferably one that included red, with black and white used as text and the background at times. For my cover I would make a yellow masthead and a red background in order to make my magazine appear distinct among other sports magazines. This would convey a powerful and enthusiastic tone that shows how passionate I am about sports. This should make other people who love sports find this magazine appealing especially when they see the main image who will be a well-known player and whose costume will be the same color as the masthead and coverlines (white) with a yellow shirt, white pants and socks, and black shoes. This will create a sense of uniformity around the cover while still keeping that nice contrast which is similar to a football stadium's aura that includes fans, but a divide is formed between the supporters of the opposing teams. The white coverlines will keep the layout simple and make everyone see the goodness in the magazine and its mission to connect fans together and educate them. At the same time, the coverline's descriptions will be in black to create a slight tone of formality for the magazine when doing a tactical analysis while still making sure that the environment is energetic and enjoyable when mentioning breaking news, interviews, or great plays. Inside the magazine the background will be mostly white with black text and the color scheme will appear around the text to make the magazine more fun and cheerful. Also key parts like pull quotes or drop caps might be in a color that is part of the color scheme in order to place an importance on it and pictures will be outlined by the colors as well. All in all, I'm trying to make a magazine that is formal while being fun and cheerful so that anyone and everyone can enjoy the magazine which is also implied through the use of different shades of yellow. I obviously want my magazine to stand out so by using only warm colors along with a couple of neutral ones I will be able to do just that and much more afterwards.

Works Cited:

• Cartwright, Bethany. “Color Theory 101: A Complete Guide to Color Wheels & Color Schemes.” HubSpot Blog, 22 June 2021, https://blog.hubspot.com/marketing/color-theory-design.

• Chapman, Cameron. “Color Theory for Designers, Part 1: The Meaning of Color.” Smashing Magazine, Smashing Magazine, 28 Jan. 2010, https://www.smashingmagazine.com/2010/01/color-theory-for-designers-part-1-the-meaning-of-color/. 

• Decker, Kris. “The Fundamentals of Understanding Color Theory.” 99designs, 99designs, 7 July 2020, https://99designs.com/blog/tips/the-7-step-guide-to-understanding-color-theory/#:~:text=Color%20theory%20is%20both%20the,or%20contrast%20with%20each%20other.&text=In%20color%20theory%2C%20colors%20are,secondary%20colors%20and%20tertiary%20colors.

• Morton, J.L. “Basic Color Theory.” Basic Color Theory, Color Matters, 2011, https://www.colormatters.com/color-and-design/basic-color-theory.