1. lia s. Associates
COLOR IN EVERYDAY

2. Some key elements of Visual Brand Identity:
1. Name
2. Corporate slogan, tagline and/or descriptor
3. Logo
4. Color
5. Typeface
6. Visual style
7. Graphic motifs (Mascot, etc.)
8. Sound, smell, taste, touch
9. Packaging
10. Merchandise, environments, and signage
COLOR IN EVERYDAY
-Patt Matson & Knapp-

3. # COLORI
In the visual arts, color theory is a body of practical guidance to
color mixing and the visual impact of specific color combinations.
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4. The Color Wheel
An organization of color hues around a
circle, showing relationships between
colors considered to be primary colors,
secondary colors, complementary
colors, etc.
The color wheel or color circle is the
basic tool for combining colors. The first
circular color diagram was designed
by Sir Isaac Newton in 1666.
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5. What is primary color means?
Sets of colors that can be combined
to make a useful range of colors.
The primary colors normally used are
red, green, and blue.
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6. What is secondary color means?
A secondary color is a color made by
mixing two primary colors.
● Red + Yellow = Orange
● Yellow + Blue = Green
● Blue + Red = Violet
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7. What is tertiary color means?
Color made by mixing one primary
color with one secondary color.
● Red + Orange = Red-Orange
● Orange + Yellow = Amber
● Yellow + Green = Yellow-Green
● Green + Blue = Aquamarine
● Blue + Violet = Blue-Violet
● Violet + Red = Red-Violet
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8. What is warm color means?
Warm colors rev us up and get us
going. The warmth of red, yellow,
or orange can create excitement
or even anger.
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9. Warm Colors on a Photo
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10. What do cool colors mean?
Cool colors tend to have a
calming effect. At one end of the
spectrum they are cold,
impersonal colors. At the other end
the cool colors are
comforting and nurturing.
Blue, green, and the neutrals white,
gray, and silver are examples of
cool colors.
COLOR IN EVERYDAY

11. Cool Colors on a Photo
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12. 1. Monochromatic Color
2. Analogous Color
3. Complementary Color
4. Split Complementary Color
5. Triadic Color
6. Tetradic Split Color
Color Combinations
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13. What do monochromatic colors mean?
Colors that are shade or tint
variations of the same hue.
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14. Monochromatic Colors on a Photo
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15. What do analogous colors mean?
Analogous color schemes use
colors that are next to each other
on the color wheel.
They usually match well and
create serene and comfortable
designs.
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16. Cool Analogous colors on a Photo
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17. What do complementary colors mean?
Colors that are opposite each
other on the color wheel
are considered to be
complementary colors
(ex: red and green).
The high contrast of
complementary colors creates
a vibrant look especially when
used at full saturation.
This color scheme must be
managed well so it is not jarring.
COLOR IN EVERYDAY

18. Complementary Colors on a Photo
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19. What do split complementary colors mean?
The split-complementary color
scheme is a variation
of the complementary color
scheme. In addition to the base
color, it uses the two colors
adjacent to its complement.
This color scheme has the same
strong visual contrast as the
complementary color scheme,
but has less tension.
COLOR IN EVERYDAY

20. Split Complementary Colors on a Photo
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21. What do triadic colors mean?
The split-complementary color
scheme is a variation of the
complementary color scheme.
In addition to the base color,
it uses the two colors adjacent
to its complement.
This color scheme has the same
strong visual contrast as
the complementary color
scheme, but has less tension.
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22. Triadic Colors on a Photo
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23. What do tetradic colors mean?
The tetradic (double
complementary) scheme is
the richest of all the schemes
because it uses four colors
arranged into two complementary
color pairs.
This scheme is hard to harmonize,
if all four colors are used in equal
amounts, the scheme may look
unbalanced, so you should
choose a color to be dominant
or subdue the colors.
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24. Tetradic Colors on a Photo
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25. What do neutral colors mean?
Neutral usually means without color.
Neutral colors help to put the focus
on other colors or serve to tone down
colors that might otherwise be
overpowering on their own.
To some extent blacks, browns, tans,
golds, and beige colors are considered
warm. While white, ivory, silver, and
gray are somewhat cooler colors.
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26. Neutral Colors on a Photo
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27. What are tints, shades, and tones?
Tints, Shades, and Tones 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.
1. Tints - adding white to a pure hue:
2. Shades - adding black to a pure hue:
3. Tones - adding gray to a pure hue:
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28. Color Contrast
How color behaves in relation to other colors and shapes is a complex
area of color theory.
All of the center boxes are identical but somehow red appears
more brilliant against a black background and somewhat duller against the
white background.
In contrast with orange, the red appears lifeless; in contrast with blue-green,
it exhibits brilliance. Notice that the red square appears larger on black than
on other background colors.
BRANDING COLOR

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lia s. Associates