this ppt contains color theories and concepts, color psychology , color in design, color trademarks, colors of religion.

1. A study on Color as
Science and
Art.
Ginu George

2. ObjectivesDelving on the intricate perception of
color psychology.
To find the significance of color in
varous segments of life.
To understand the science and art
aspect of color.

3. 1
What is color and
how is it
perceived?
Let’s start…..

4. Color is the perception of reflected light, expressed as hue, lightness, and
saturation.
When light shines on an object, some colors bounce off the object and others are
absorbed by it. Our eyes only see the colors that are bounced off or reflected.Color ?

5. White Presence of
all colors
Is the color of milk
and fresh snow, the
color produced by the
combination of all the
colors of the visible
spectrum.
Absence
and
presence
of color
Black Absense of
colors
Is the color of coal,
ebony, and of outer
space. It is the
darkest color, the
result of the absence
of or complete
absorption of light.

6. 2
Color Theories
These are some of the
various color theories
coined by the masters.

7. COLOR WHEEL

8. Examples
Analogous color
schemeComplementary
color scheme
Triadic
color scheme
Split complementary color
scheme

9. Color is the perception of reflected light, expressed as hue, lightness, and
saturation.
THE TRICHROMATIC THEORY
• Proposed in the 19th
century by Thomas Young
and Hermann von
Helmholtz
• States that the retina's
three types of cones are
preferentially sensitive to
blue, green, and red.
• RGB Concept – LMS
theory.
Color
Theories
• Trichromatic theory
• Dimensions of colors
Dimensions of colors
Hues denote qualities that can be
differentiated by color words such
as red, yellow, green, blue or
purple.
Value - V - Brightness
This describes the relative brightness
of colors
Chroma - C - Brilliance
Apart from hue and brightness, colors
can be differentiated by their brilliance
or strength

10. Munsell’s
Theory
The Munsell color system
is a color space that specifies
colors based on three color
dimensions: hue, value
(lightness), and chroma
(color purity).
It was created by
Professor Albert H
Munsell in the first
decade of the 20th
century

11. Color is the perception of reflected light, expressed as hue, lightness, and
saturation.
Color
Theories
• Additive theory
• Subtractive theory
Subtractive Color.
When we mix colors using paint, or
through the printing process, we
are using the subtractive color
method. Subtractive color mixing
means that one begins with white
and ends with black; as one adds
color, the result gets darker and
tends to black. Additive Color.
Additive colors
If we are working on a computer, the
colors we see on the screen are
created with light using the additive
color method. Additive color mixing
begins with black and ends with white;
as more color is added, the result is
lighter and tends to white.

12. “Color is , on the evidence of
language alone,very bound
up with feelings
-Marion Miller

13. 3
Color Psychology
COLOR SYMBOLISM,
CULTURE,BRANDING

14. COLOUR
EMOTIONS
color positive negative
RED courage, strength, warmth,
energy, basic survival, 'fight or
flight', stimulation, masculinity,
excitement.
Defiance, aggression,
visual impact, strain.
BLUE Intelligence, communication,
trust, efficiency, serenity, duty,
logic, coolness, reflection,
calm.
considered bad for food,
Coldness, aloofness, lack
of emotion,
unfriendliness.
YELLOW Optimism, confidence, self-
esteem, extraversion,
emotional strength,
friendliness, creativity.
Irrationality, fear,
emotional fragility,
depression, anxiety,
suicide.
ORANGE Physical comfort, food, warmth,
security, sensuality, passion,
abundance, fun.
Physical comfort, food,
warmth, security,
sensuality, passion,
abundance, fun.

15. tables
color positive negative
GREEN courage, strength, warmth,
energy, basic survival, 'fight or
flight', stimulation, masculinity,
excitement.
Defiance, aggression,
visual impact, strain.
PINK Physical tranquillity, nurture,
warmth, femininity, love,
sexuality, survival of the
species.
Inhibition, emotional
claustrophobia,
emasculation, physical
weakness.
BLACK
(NO
COLOR)
Sophistication, glamour,
security, emotional safety,
efficiency, substance
Oppression, coldness,
menace, heaviness.
VIOLET Spiritual awareness,
containment, vision, luxury,
authenticity, truth, quality.
Physical comfort, food,
warmth, security,
sensuality, passion,
abundance, fun.

17. 4
Color In
Design

18. Marketing
and
Branding

19. Branding
Research has reinforced that
60% of the time people will
decide if they are attracted or
not to a message - based on
color alone
Color increases brand
recognition by up to 80 percent.

20. Branding
⊙1. Natural and Universal Color Symbolism for Brands
FedEx's two different
color schemes are the
best examples of the
"universal" symbolism
of colors. Green
communicates ground
services; orange
communicates the high
energy and speed of air
transportation.

21. Branding
2. Creative and Imaginative Color Symbolism
Some brands break with color traditions. T-Mobile's
magenta (hot pink) is an unexpected color in the crowded
cellular communications marketplace. Risky but it does
succeed in creating a unique identity of the brands.
Blue –Cleanliness
Orange - Dynamics

22. Color trade
marks and
design
Color Branding & Trademark Rights
The color of a brand is different from a color trademark. Even though a
TM or ® symbol may appear on a brand's image, it does not mean
there are any legal rights to the color or colors.
The TM and ® marks on the Mc Donald's and Starbucks images below
means that the company has claimed rights to the image (the symbol
or word or combination of both).
The color of a brand is different from a color trademark. Even though a TM or ® symbol
may appear on a brand's image, it does not mean there are any legal rights to the color or
colors.The TM and ® marks on the Mc Donald's and Starbucks images below means that
the company has claimed rights to the image (the symbol or word or combination of both).

23. Color
trademark
What colors cannot be trademarked?
One of the basic principles of color trademark laws in the US is that a
functional color cannot be trademarked. In other words, if a company
makes lawn mowers, they can't "own" green because green is the
color of lawns and is therefore a functional color.
A color trademark is different. In this case, the color is
the brand. The use of the color in a market sector is
protected by trademark. For example, when you see
chocolate candy in a purple wrapper, you know it's
Cadbury: when you see a turquoise box for jewelry, you
know it's from Tiffany & Co
A color trademark is different. In this case, the color is
the brand. The use of the color in a market sector is
protected by trademark. For example, when you see
chocolate candy in a purple wrapper, you know it's
Cadbury: when you see a turquoise box for jewelry,
you know it's from Tiffany & Co

24. Product
packaging
White Packaging
In color psychology, white
is the blank canvas waiting
to be written upon. It
relates to innocence,
equality and new
beginnings.
As a packaging color it is
safe, basic, unadventurous
and conservative, but a
good choice where you
want to create the
impression of cleanliness,
purity, efficiency or
simplicity.
.
Green is a color of balance and harmony of the
mind, the body and the emotions. In color
psychology it relates to security, wealth and
growth.For packaging colors, green suggests
natural, organic and healthy, a good color to use
for environmentally friendly products.
Dark green implies wealth, luxury and
professional quality. Adding some silver adds
elegance and sophistication.Muted greens
suggest environmentally safe and wholesome.
Mid green packaging is appropriate for organic
and ecological products, wholefoods, garden and
golfing products.Add decoration or printing in
other colors that will attract your target market

25. Product
packaging
Black is the color of
power, authority and
control. It tends to
stand out when used
as a packaging color
as it makes products
appear heavier and
more expensive and
transmits a higher
perceived value.
honesty and reliability, strength and unity. When
used in your packaging colors it communicates
trust and reliability in the product.
The darker the blue, the more professional,
serious and conservative the product will be
perceived to be. The lighter the blue the softer
and more creative the product will be perceived
to be.Blue can indicate a product that will
contribute to the buyer's relaxation and
calmness. Younger people often see blue to be
a color for more mature people so avoid its use
if trying to capture the youth market, unless you
choose the brighter, more neon or electric blues.

26. Product
packaging Red Packaging
red means energy,
action, passion,
excitement and strength.
Using red for your
packaging colors draws
attention to your product,
stimulates the senses
and excites the potential
purchaser.Dark reds are
perceived as professional
and luxurious, while
bright reds are more
exciting and energetic
and generally of lower
perceived value than
dark reds

27. Metamerism
Metamerism is a phenomenon that occurs
when a color swatch and a sample match
in one light source but not in another.
Metamerism is almost inevitable with some
colors and less of a problem in others.

28. Tips to
overcome
metamerism
Here are a few tips to help you assess color in the retail
environment:
1) Always compare the sample (the dress) to the standard (the color
book) in the same light source
2) Avoid spotlights,
3) Use a white card or white paper to cover color swatches
surrounding the target swatch
4) Hold the standard (target swatch) and the sample (dress) at a 30-
degree angle to overhead lighting.
5) Buttons and other small samples are more easily influenced by
the color of the standard. The bigger the sample, the better.
6) Don't look at a color for more than 5 seconds at a time when
assessing. The brain compensates for color differences perceived
by the eye after a few seconds.

29. Color and Culture

30. 5
Colors of
Religion

31. Islam
Sacred color of islam : Green
[Khuran cover, Paradise-green and
Gold.]Peace and mourning- White
The colors of the flags
of many Muslim nations
feature at least two of
four colors that were
used to symbolize the
dynasties that ruled
sprawling Middle
Eastern empires white,
black, green, and red
became the defining
colors of Muslim nations

32. Christianity
Sacred color of christainity:White, blue,
Purple Black- death-Good friday Red : Jesus’
Death ;Gray-ash
]White is a symbol of
purity, innocence and
holiness. It is the
liturgical color for the
Christmas and Easter
seasons

33. Hinduism
Sacred color of hinduism:Saffron
Mourning color – white Festival –yellow,green
Red –purity, passion
Swamijis, distinguished
in society, are
recognized by bright
saffron colored robes
that symbolize fire,
purity and the Supreme
Being Hindus celebrate
all colors during Holi, a
religious holiday to
greet the arrival of
spring.

34. Buddhism
Color concept of Buddhism: Rainbow concept
Mourning color Black blur represents
tranquillity,ascension,the infinite.White
represents purity and fertility.'
] The most prominent
color concept in
Buddhism is that of the
rainbow body, which is
the highest level of
meditative achievement
wherein the body is
transformed into pure
light

35. Thankyou!