Chapter 5 Notes
Using Color Effectively
Part E
COLOR CHOICE AND DESIGN
Not only do designs in color get more attention than those without, but color itself can be a powerful tool to
help deliver the message to the reader. People tend to relate colors to certain feelings, though these
associations are mostly based upon culture. The following associations are based on Western culture.
COLOR ASSOCIATIONS
Color
Warm/Cool
Positive Response
Negative Response
Red
Warm
Authority, passion, courage
Fire, anger, danger
Orange
Warm
Cheerful, energetic, creative
Shock, unpleasantness
Yellow
Warm
Energetic, fun, golden
Cautiousness, fearfulness
Green
Cool
Safety, luckiness, nature
Guilt, greed
Blue
Cool
Calmness, faithfulness, justice, loyalty Sadness, loneliness
Violet
Cool
Royalty, intelligence, wisdom
Apprehension, loneliness
As you can see from the chart, warm colors tend to be associated with excitement and strong, expressive
emotions like anger or cheerfulness. Cool colors call less attention to themselves and can be overpowered by
warm colors like red or yellow. Neutral colors like black, white, gray, and brown can be used to make other
colors stand out or to tone them down. Neutral colors can be cool or warm; and they also have associations.
For example, black and gray are considered sophisticated or formal. Browns might be used to express
earthiness.
Like all elements of design, choose colors that are to likely to enhance your message rather than distract from it.
Make sure you also know which colors are most likely to appeal to your intended audience and how the
audience will interpret those colors.
Red
HOW DO I COMBINE COLORS EFFECTIVELY?
In 1666, Sir Isaac Newton first invented the color wheel that we are so
familiar with today. Using this color wheel, we can create a framework for
the colors you can safely and effectively use together.
The color wheel shows the relationship between different colors. The
following diagrams show the four most common color schemes. Whites,
blacks, grays, and browns are neutral and can be used in most color
schemes.
Tip: Cool colors like green, blue and purple, visually recede. Warm colors
like red, orange and yellow will advance toward the audience.
Warm
Advance
Cool
Recede
Violet
Orange
Blue
Yellow
Green
Chapter 5 Notes
Using Color Effectively
Part E
Red
Monochromatic: A monochromatic color scheme uses shades and tints
of only one color. To create contrast, different tints (lighter shades)
and tones (darker shades) are used.
Yellow
Red
Orange
Harmonious: Harmonious colors are side by side on the color wheel.
This color scheme is used most often in advertisements and sends an
elegant message.
Blue
Green
Red
Violet
Blue
Green
Complementary: A complementary color scheme uses colors that
are opposite each other on the color wheel. This can create a high
energy design that can be visually difficult to process. Use tints or
tones or these colors for maximum impact. Be careful of color
associations! Red-green combinations suggest the Christmas holiday
in Western culture.
Red
Split-complementary: Split-complimentary color schemes use one
harmonious and one complementary color. This means that two of
the colors used are next to each other on the color wheel, and one
color is opposite. The scheme is typically used to create contrast, but
can also be used in an elegant design.
Orange
Blue