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The influence of colours

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Presentation on theme: "The influence of colours"— Presentation transcript:

1 The influence of colours
Color Theory

2 Plan: Introduction. Color Education. About Light.
The Measurement of Color. Color Meaning. Color Associations.

3  Introduction. In art and anthropology, color symbolism refers to the use of color as a symbol throughout cultures and religions. Color psychology is a field of psychology devoted to analyzing the effect of color on human behavior and feeling, distinct from phototherapy (the use of ultraviolet light to cure infantile jaundice). It is important not to confuse color psychology with color symbolism. For example, symbolically, red may be used to denote danger, largely due to the fact that reds have the illusion of appearing nearer than other colors and, therefore have greater impact. In color psychology, on the other hand the colors of danger are yellow and black. In color symbolism, green denotes envy in many cultures, while in color psychology, it is associated with balance.

4 Color Education. Visible Spectrum
Color is generally defined as the characteristic of any object that’s described in terms of hue, lightness, and saturation. In 1666 Sir Isaac Newton, (Mr. Gravity) through experiments with a prism, laid a scientific foundation for understanding color. Newton showed that a prism could break up white light into a range of colors, which he called the spectrum. Visible Spectrum

5 Newton noted that the spectrum was continuous, but decided to use seven color names (red, orange, yellow, green, blue, indigo, and violet) by analogy with the seven notes of the musical scale. Although Newton stated that there were seven colors in the spectrum, he realized that colors other than those in the spectral sequence do exist, but noted that: All the colors in the universe which are made by light, and depend not on the power of imagination, are either the colors of homogeneal lights (i.e., spectral colors), or compounds of these.

6 Color Wheel Tertiary colors Primary Colors Secondary Colors
There are three categories for color types. First, primary colors consist of red, blue, and yellow. Combinations (or as Newton put it “compounds”) of these fall into the other two categories: secondary colors and tertiary colors. Color Wheel Tertiary colors Primary Colors Secondary Colors

7 There are three attributes that sufficiently distinguish one color from all other perceived colors. First, the hue is that aspect of color usually associated with terms such as red, orange, yellow, and so on. Second, saturation (also known as chroma, or tone) refers to relative purity. When a pure, vivid, strong shade of blue is mixed with a variable amount of white, weaker or paler blues are produced, each having the same hue but a different saturation. Lastly, light of any given combination of hue and saturation can have a variable brightness or intensity, which is dependent on the level of energy present. Chromatic, nonchromatic, and achromatic colors are visible to the human eye. Chromatic colors are the ones defined by Newton (e.g. red, indigo, yellow). Examples of nonchromatic colors are brown, pink, and magenta. Achromatic colors are applied to black, grey, and white. Britannica Online states that according to some reports, humans can distinguish some 10 million colors, all of which derive from two types of light mixture: additive and subtractive. Additive mixture involves the addition of spectral components and subtractive mixture concerns the subtraction (or absorption) of parts of the spectrum.

8 The three additive colors are red, green, and blue
The three additive colors are red, green, and blue. By additively mixing these colors in varying amounts almost all other colors can be produced. Moreover, when the three primary colors are mixed together in equal amounts white is produced. Subtractive color mixing involves the absorption and selective transmission or reflection of light. This usually happens when mixing colorants like pigments or dyes or when colored filters are used to cover a beam of light.

9 About Light. In the field of physics, color is associated specifically with electromagnetic radiation of a range of wavelengths visible to the human eye. The radiation of these wavelengths comprises that portion of the electromagnetic spectrum also known as the visible spectrum (i.e. light). Light, a small piece of the electromagnetic spectrum is the only visible form of electromagnetic radiation. Light has common characteristics with both waves and particles. It can be thought of as a stream of minute energy packets radiated at varying frequencies in a wave motion. A wavelength (the distance between corresponding points of two consecutive waves) is often expressed in units of nanometers (or 1 nm = 10^-9 meters).

10 The wavelengths that make up visible light range from about 400 nm at the violet end of the spectrum to 700 nm at the red end. In an interesting side note, the limits of the visible spectrum are not exact for the human race. All humans have different exact upper and lower limits within the spectrum. As wavelengths get shorter the spectrum extends to include ultraviolet and continues through X-rays, gamma rays, and cosmic rays. As wavelengths get longer infrared rays (which can be felt as heat), microwaves, and radio waves are included in the spectrum.

11 The Measurement of Color.
The measurement of color is known as colorimetry. It is difficult to describe the color of a specific spectral energy distribution because the eye perceives only a single color for any given energy distribution. So, to measure color it is necessary to express color measurements using a perception-related method. One method is called the tristimulus system. This system is based on visually matching a color under standardized conditions against the three primary colors (red, green, and blue). The three results (called tristimulus values) are expressed as X, Y, and Z respectively. Such data can be graphically represented on a chromaticity diagram.

12 Diagram Chromaticity

13 Color Meaning.  Red Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love. Red is a very emotionally intense color. It enhances human metabolism, increases respiration rate, and raises blood pressure. It has very high visibility, which is why stop signs, stoplights, and fire equipment are usually painted red. In heraldry, red is used to indicate courage. It is a color found in many national flags. Red brings text and images to the foreground. Use it as an accent color to stimulate people to make quick decisions; it is a perfect color for 'Buy Now' or 'Click Here' buttons on Internet banners and websites. In advertising, red is often used to evoke erotic feelings (red lips, red nails, red-light districts, 'Lady in Red', etc). Red is widely used to indicate danger (high voltage signs, traffic lights). This color is also commonly associated with energy, so you can use it when promoting energy drinks, games, cars, items related to sports and high physical activity. Light red represents joy, sexuality, passion, sensitivity, and love. Pink signifies romance, love, and friendship. It denotes feminine qualities and passiveness. Dark red is associated with vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath. Brown suggests stability and denotes masculine qualities. Reddish-brown is associated with harvest and fall.

14 RED

15 Orange Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. To the human eye, orange is a very hot color, so it gives the sensation of heat. Nevertheless, orange is not as aggressive as red. Orange increases oxygen supply to the brain, produces an invigorating effect, and stimulates mental activity. It is highly accepted among young people. As a citrus color, orange is associated with healthy food and stimulates appetite. Orange is the color of fall and harvest. In heraldry, orange is symbolic of strength and endurance. Orange has very high visibility, so you can use it to catch attention and highlight the most important elements of your design. Orange is very effective for promoting food products and toys. Dark orange can mean deceit and distrust. Red-orange corresponds to desire, sexual passion, pleasure, domination, aggression, and thirst for action. Gold evokes the feeling of prestige. The meaning of gold is illumination, wisdom, and wealth. Gold often symbolizes high quality.

16 Orange

17   Yellow Yellow is the color of sunshine. It's associated with joy, happiness, intellect, and energy. Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. Yellow is often associated with food. Bright, pure yellow is an attention getter, which is the reason taxicabs are painted this color. When overused, yellow may have a disturbing effect; it is known that babies cry more in yellow rooms. Yellow is seen before other colors when placed against black; this combination is often used to issue a warning. In heraldry, yellow indicates honor and loyalty. Later the meaning of yellow was connected with cowardice. Use yellow to evoke pleasant, cheerful feelings. You can choose yellow to promote children's products and items related to leisure. Yellow is very effective for attracting attention, so use it to highlight the most important elements of your design. Men usually perceive yellow as a very lighthearted, 'childish' color, so it is not recommended to use yellow when selling prestigious, expensive products to men – nobody will buy a yellow business suit or a yellow Mercedes. Yellow is an unstable and spontaneous color, so avoid using yellow if you want to suggest stability and safety. Light yellow tends to disappear into white, so it usually needs a dark color to highlight it. Shades of yellow are visually unappealing because they loose cheerfulness and become dingy. Dull (dingy) yellow represents caution, decay, sickness, and jealousy. Light yellow is associated with intellect, freshness, and joy.

18 Yellow

19 Green Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money. Green has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance. Sometimes green denotes lack of experience; for example, a 'greenhorn' is a novice. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety; it is the color of free passage in road traffic. Use green to indicate safety when advertising drugs and medical products. Green is directly related to nature, so you can use it to promote 'green' products. Dull, darker green is commonly associated with money, the financial world, banking, and Wall Street. Dark green is associated with ambition, greed, and jealousy. Yellow-green can indicate sickness, cowardice, discord, and jealousy. Aqua is associated with emotional healing and protection. Olive green is the traditional color of peace.

20 Green

21 Blue Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquility and calmness. In heraldry, blue is used to symbolize piety and sincerity. You can use blue to promote products and services related to cleanliness (water purification filters, cleaning liquids, vodka), air and sky (airlines, airports, air conditioners), water and sea (sea voyages, mineral water). As opposed to emotionally warm colors like red, orange, and yellow; blue is linked to consciousness and intellect. Use blue to suggest precision when promoting high-tech products. Blue is a masculine color; according to studies, it is highly accepted among males. Dark blue is associated with depth, expertise, and stability; it is a preferred color for corporate America. Avoid using blue when promoting food and cooking, because blue suppresses appetite. When used together with warm colors like yellow or red, blue can create high-impact, vibrant designs; for example, blue-yellow-red is a perfect color scheme for a superhero. Light blue is associated with health, healing, tranquility, understanding, and softness. Dark blue represents knowledge, power, integrity, and seriousness.

22 Blue

23 Purple Purple combines the stability of blue and the energy of red. Purple is associated with royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic. According to surveys, almost 75 percent of pre-adolescent children prefer purple to all other colors. Purple is a very rare color in nature; some people consider it to be artificial. Light purple is a good choice for a feminine design. You can use bright purple when promoting children's products. Light purple evokes romantic and nostalgic feelings. Dark purple evokes gloom and sad feelings. It can cause frustration.

24 Purple

25 White White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection. White means safety, purity, and cleanliness. As opposed to black, white usually has a positive connotation. White can represent a successful beginning. In heraldry, white depicts faith and purity. In advertising, white is associated with coolness and cleanliness because it's the color of snow. You can use white to suggest simplicity in high-tech products. White is an appropriate color for charitable organizations; angels are usually imagined wearing white clothes. White is associated with hospitals, doctors, and sterility, so you can use white to suggest safety when promoting medical products. White is often associated with low weight, low-fat food, and dairy products.

26 White

27   Black Black is associated with power, elegance, formality, death, evil, and mystery. Black is a mysterious color associated with fear and the unknown (black holes). It usually has a negative connotation (blacklist, black humor, 'black death'). Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious color (black tie, black Mercedes). In heraldry, black is the symbol of grief. Black gives the feeling of perspective and depth, but a black background diminishes readability. A black suit or dress can make you look thinner. When designing for a gallery of art or photography, you can use a black or gray background to make the other colors stand out. Black contrasts well with bright colors. Combined with red or orange – other very powerful colors – black gives a very aggressive color scheme.

28   Black

29 Color Associations. Conclusion.
Associations with color are defined by our senses, language, objects (or forms), and personality characteristics. Color conveys moods which attach themselves to human feelings and our psychic make-up in an almost automatic fashion. This section presents the results of color associations… Trust Security Speed Cheap Least Favorite Color High Quality High Technology Male Favorite Color Reliability Courage Fear Fun Favorite color Female Favorite Color Conclusion.

30 Back Trust.

31 Back Security.

32 Back Speed.

33 Back Cheap.

34 Back Least Favorite Color.

35 Back High quality.

36 Back High Technology.

37 Back Reliability.

38 Back Courage.

39 Back Fear.

40 Back Fun.

41 Back Favorite color.

42 Back Female Favorite Color.

43 Back Male Favorite Color .

44 Conclusion. The most important aspect of color in daily life is probably the one that is least defined and most variable. It involves aesthetic and psychological responses to color and influences art, fashion, commerce, and even physical and emotional sensations. It’s important to understand that the psychological perception of color is subjective, and only general comments about its characteristics and uses are going to be made.

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