Fundamentals of Understanding Color Theory

The fundamentals of

understanding color theory

In color theory, colors are organized on a color wheel and grouped into 3
categories: primary colors, secondary colors and tertiary colors. More on
So why should you care about color theory as an entrepreneur? Why can’t
you just slap some red on your packaging and be done with it? It worked for
Coke, right?
Color theory will help you build your brand. And that will help you get more
sales. Let’s see how it all works.
Understanding color
People decide whether or not they like a product in 90 seconds or less. 90% of
that decision is based solely on color.
Color is perception. Our eyes see something (the sky, for example), and data
sent from our eyes to our brains tells us it’s a certain color (blue). Objects
reflect light in different combinations of wavelengths. Our brains pick up on
those wavelength combinations and translate them into the phenomenon we
call color.
When you’re strolling down the soft drink aisle scanning the shelves filled with
82 million cans and bottles and trying to find your six-pack of Coke, what do
you look for? The scripted logo or that familiar red can?
People decide whether or not they like a product in 90 seconds or less. 90%
of that decision is based solely on color. So, a very important part of your
branding must focus on color.
RGB: the additive color mixing model

Additive color mixing. If you (like me) have a hard time wrapping your head
around how red and green mix together to make yellow.
Humans see colors in light waves. Mixing light—or the additive color mixing
model—allows you to create colors by mixing red, green and blue light
sources of various intensities. The more light you add, the brighter the color
mix becomes. If you mix all three colors of light, you get pure, white light.
TVs, screens and projectors use red, green and blue (RGB) as their primary
colors, and then mix them together to create other colors.
Why should you care?

Let’s say you have a very distinct brand with a bright yellow logo. If you post
the logo on Facebook, Twitter or your website and don’t use the correct color
process, your logo will appear muddy instead of that bright yellow. That’s why,
when working with files for any screen, use RGB, not CMYK.
CMYK: the subtractive color mixing model

Any color you see on a physical surface (paper, signage, packaging, etc.)
uses the subtractive color mixing model. Most people are more familiar
with this color model because it’s what we learned in kindergarten when
mixing finger paints. In this case, “subtractive” simply refers to the fact that
you subtract the light from the paper by adding more color.
Subtractive color mixing is pretty close to the paint mixing we did in
grade school. This video does a great job visualizing the “subtractive”
part of it.
Traditionally, the primary colors used in subtractive process were red,
yellow and blue, as these were the colors painters mixed to get all other
hues. As color printing emerged, they were subsequently replaced with
cyan, magenta, yellow and key/black (CMYK), as this color combo
enables printers to produce a wider variety of colors on paper.
Why should you care?
You’ve decided to print a full-color brochure. If you’re investing all that
money into your marketing (printing ain’t cheap!), you expect your printer
is going to get the colors right.
Since printing uses the subtractive color mixing method, getting accurate
color reproduction can only be achieved by using CMYK. Using RGB will
not only result in inaccurate color, but a big bill from your printer when
you’re forced to ask them to reprint your entire run.
The color wheel

I don’t know about you, but when I was a kid, the best part about going
back to school in the fall was getting that new, pristine 64-count box of
Crayola crayons. The possibilities seemed endless. Until I’d inevitably
lose the black crayon.
Understanding the color wheel and color harmonies (what works, what
doesn’t and how color communicates) is just as exciting as that new box
of crayons. No really.
Being able to understand the terms and processes that go along with
color will help you knowledgeably communicate your vision with your
designer, printer, or even (maybe) an Apple Store Genius.
Color wheel basics
The first color wheel was designed by Sir Isaac Newton in 1666 so
it absolutely predates your introduction to it in kindergarten. Artists and
designers still use it to develop color harmonies, mixing and palettes.
The color wheel consists of three primary colors (red, yellow, blue),
three secondary colors (colors created when primary colors are mixed:
green, orange, purple) and six tertiary colors (colors made from primary
and secondary colors, such as blue-green or red-violet).
Draw a line through the center of the wheel, and you’ll separate the
warm colors (reds, oranges, yellows) from cool colors (blues, greens,
purples).
Warm colors are generally associated with energy, brightness, and
action, whereas cool colors are often identified with calm, peace, and
serenity.
When you recognize that color has a temperature, you can understand
how choosing all warm or all cool colors in a logo or on your website can
impact your message.
Hue, shade, tint and tone

Let’s go back to that 64-pack of crayons from our first day of school.
(Remember “raw umber”? What is an umber anyway, and is it actually
better raw than cooked?) Anyway, you might be wondering, how we got
from the twelve colors on our original color wheel to all those crayons?
That’s where tints, shades, and tones come in.
Simply put, tints, tones and shades are variations of hues, or colors, on
the color wheel. A tint is a hue to which white has been added. For
example, red + white = pink. A shade is a hue to which black has been
added. For example, red + black = burgundy. Finally, a tone is a color to
which black and white (or grey) have been added. This darkens the
original hue while making the color appear more subtle and less intense.
Color schemes
Let’s talk schemes. We’re talking color schemes. Using the color wheel,
designers develop a color scheme for marketing materials.
Complementary colors
Complementary colors are opposites on the color wheel—red and green,
for example.
Because there’s a sharp contrast between the two colors, they can really
make imagery pop, but overusing them can get tiresome. Think any
shopping mall in December. That being said, using a complementary
color scheme in your business marketing offers sharp contrast and clear
differentiation between images.
Analogous colors
Analogous colors sit next to one another on the color wheel—red,
orange and yellow, for example. When creating an analogous color
scheme, one color will dominate, one will support and another will
accent. In business, analogous color schemes are not only pleasing to
the eye, but can effectively instruct the consumer where and how to take
action.
The Tostitos website uses an analogous color scheme. Notice the bright
orange navigation bar draws the eye to explore the site, and accent-
colored links at the bottom direct hungry consumers with the munchies
to “Buy Online.”
Triadic colors
Triadic colors are evenly spaced around the color wheel and tend to be
very bright and dynamic.
Using a triadic color scheme in your marketing creates visual contrast
and harmony simultaneously, making each item stand out while making
the overall image pop.
Burger King uses this color scheme quite successfully. Hey, is it
lunchtime yet?
But really, why should you care about color theory?
Two words: branding and marketing.
No wait, three words: branding, marketing and sales.
With this basic knowledge about colors and color schemes, you’re
prepared to make effective branding decisions. Like what color your logo
should be. Or the emotions that colors evoke in a consumer and the
psychology behind color choices on your website.
Think it doesn’t matter? Take a look at this article on color combinations
from hell. It just hurts.
Not only can knowledge of color theory guide you in your own marketing,
it can also help you better understand what your competition is doing

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The fundamentals of

understanding color theory

Why should you care?

CMYK: the subtractive color mixing model

The color wheel

Hue, shade, tint and tone

No wait, three words: branding, marketing and sales.

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