1. Graphic Design and Colour

2. Humans are trichromats
We are able to see colours because of red, green and blue receptor cells in our retina. Each being sensitive to different light properties, or specifically, to red, green and blue colour.
Based on that and some other experiments, scientist estimate that we are able to see approximately 10 million different colors. If that sounds impressive, you might be surprised to hear that we are relatively color blind compared to some species. A Mallard Duck, for example, has 5 types of color receptors in their retina.  Might not sound like much but that’s nearly 170%  human color vision!

3. Colour systems
When painting, an artist has a variety of paints to choose from, and mixed colours are achieved through the subtractive colour method. When a designer is utilizing the computer to generate digital media, colours are achieved with the additive colour method.
Additive - is mixing light and is perhaps the most intuitive one. It allows you to create colours by mixing red, green and blue light sources in various intensities. The more light you add, the brighter the colour mix becomes, which is the reason this mixing process is called “additive”.
Essentially, this is the way we physically perceive colours, and the way we are accustomed to mixing colours through RGB computer model.

4. Two ways to create colours
Subtractive colour mixing means that one begins with white and ends with black; as one adds colour, the result gets darker and tends to black.

5. The Visible spectrum
Reproducing colour can be problematic with regard to printed, digital media, because what we see is not what we get.
Although a monitor may be able to display 'true colour' (16,000,000 colours), millions of these colours are outside of the spectrum available to litho printers. Since digital designs are generated using the RGB colour system, colours used in those designs must be part of the CMYK spectrum or they will not be reproduced with proper colour rendering.
Working within the CMYK colour system, or choosing colours from Pantone© palettes insures proper colour rendering.
Show example of Pantone book and CMYK book.

6. RGB verses CMYK CMYK spectrum in Photoshop RGB spectrum in Photoshop
Technically speaking, every device and printing process has its own color gamut, or a set of colors it can successfully reproduce. If you’re using RGB screens, you can mix some very bright and saturated colors.  If you have to print that out, your options get reduced to a limited color spectrum of a CMYK printer. And, if you saw a brochure printed with a beautiful Pantone colors, you’ll never be able to find  them on screen – they simply cannot be reproduced by RGB monitor.
CMYK spectrum in Photoshop
RGB spectrum in Photoshop

7. The Colour Wheel Consists of 3 primary colours Yellow, Blue and Red
Consists of 3 secondary colours Green, Orange and Purple
Consists of 6 tertiary colours (intermediate) yellow-orange, red-orange, red-purple, blue-purple, blue-green, and yellow-green
First invented by Sir Isaac Newton. The colour wheel helps you quickly grasp how colors relate to each other and which combinations work best through color wheel harmonies. Secondary colors are created by the equal mixture of two primary colors. For example, yellow and red make orange, red and blue make purple, and blue and yellow make green. On a color wheel, the secondary colors are located between two primary colors. When you blend secondary and primary colors together, you get what is called a tertiary color, or intermediate color.

8. Hue, saturation and value
Colour has three properties: hue, saturation and value (sometimes called lightness).
Hue is the term for the pure spectrum colours commonly referred to by the "colour names" - red, orange, yellow, blue, green violet - which appear in the hue circle or rainbow.
Saturation is how rich a hue is: neon colours are very saturated, while pastels are less saturated.
Value denotes how bright (i.e. how close to black or white) a colour is.

9. Tints, Shades, and Tones Tints - adding white to a pure hue:
Shades - adding black to a pure hue:
Tones - adding gray to a pure hue:
These terms are often used incorrectly, although they describe fairly simple color concepts. If a color is made lighter by adding white, the result is called a tint. If black is added, the darker version is called a shade. And if gray is added, the result is a different tone.

10. Tints, Shades, and Tones Use of complimentary colour Use of tints
Designed by Amber Designs

11. Complementary colours
Complementary colours lie opposite each other on the colour wheel.
The biggest possible contrast exists between two complementary colours.
The high contrast of complementary colours creates a vibrant look especially when used at full saturation. This colour scheme must be managed well so it is not jarring.

12. Complementary colours
Client: CXK
Project aimed at teenagers Complementary colours add contrast and vibrancy to appeal to the target audience.
Designed by Amber Designs

13. Stare at this for 30 seconds and then look at a white sheet of paper - what happens?

14. Analogous Colours
Colours located near each other on the colour wheel are known as analogous colours
They create serene and comfortable designs
Analogous color schemes are often found in nature and are harmonious and pleasing to the eye
Dunkin’ Donuts logo has a very successful logo design.  Its colours, orange and pink are analogous colors because they are next to each other on the color wheel.

15. Analogous Colours
Speech Link logo is produced using analogous colours.
Designed by Amber Designs

16. Analogous Colours
Dunkin’ Donuts logo is produced using analogous colours.

17. Purple is a complementary colour and adds contrast and vibrancy.
Heart of Kent Hospice newsletter using two analogous colours – blue and green.
Purple is a complementary colour and adds contrast and vibrancy.
Designed by Amber Designs

18. Using the Colour Wheel
Triadic colour scheme uses colours that are evenly spaced around the colour wheel
Split-Complementary colour scheme is a variation of the complementary colour scheme. In addition to the base colour, it uses the two colours adjacent to its complement. Less tension than complementary colours.
Rectangle colour scheme uses four colours arranged into two complementary pairs. This rich colour scheme offers plenty of possibilities for variation. Works best if you let one colour be dominant.
Square colour scheme is similar to the rectangle, but with all four colours spaced evenly around the colour circle. Again let one colour be dominant.
Triadic color schemes tend to be quite vibrant, even if you use pale or unsaturated versions of your hues. To use a triadic harmony successfully, the colors should be carefully balanced - let one color dominate and use the two others for accent.

19. Warm and cool colours
Warm colors are vivid and energetic, and tend to advance in space.
Cool colors give an impression of calm, and create a soothing impression.
White, black and gray are considered to be neutral.

20. Use of a neutral colour Client: Johnson Clarke Solicitors.
Use of a neutral colour to add contrast.
Designed by Amber Designs

21. Moore People brand marque uses two analogous, cool colours – blue and green. Plus pink which is a complementary, warm colour and adds contrast and vibrancy.
Designed by Amber Designs

22. The meaning of colour
Each colour has a meaning and subconsciously our brain is taking these in and processing them to determine our mood and thoughts. Below are the meanings and feelings that some of the most popular colours portray in our country.

23. Blue – trustworthy and stable
Cool blue is perceived as trustworthy, dependable, fiscally responsible and secure.
Strongly associated with the sky and sea, blue is serene and universally well-liked.
Blue is an especially popular colour with financial institutions, as its message of stability inspires trust.
Through the use of the color blue alone these logo represents confidence, trust, and loyalty.

24. Blue – trustworthy and stable
Would we trust this bank if the chosen brand colours had been different?

25. To conclude…
Plan your colour scheme carefully – experiment with different variations. Colour plays a huge role in memory recall, it stimulates all the senses, instantly conveying a message like no other communication method. It’s vital to ensure the colour scheme you choose will attract your target audience, whether it’s a visual identity or a festival poster.