Chapter 5: Color
Why is simultaneous contrast effects important for the 5 P's?
, the formal qualities of color (hue, value, intensity, warmth, color scheme & optical effects) should be considered. Ex:selecting model for ad
What is achromatic color? What is chromatic color? Which does not appear on the color wheel?
Achromatic:A color that has no hue; that means it has no color i.e. black, white, or gray, neutral- not on color wheel Chromatic:Color exhibiting hue (with color), as opposed to achromatic color
What is an afterimage or after effect?
Afterimage or aftereffects can occur with colors, geometric patterns, and moving objects. When the scene before the eye changes, it takes a moment for the retina to readjust. During the change, some aspects of the 1st scene remain in view.
Why is color forecasting important? How far in advance do you need color forecasts?
Businesses need color trend information to provide inspiration, focus the upcoming line of products, remain consistent with others. For textiles or apparel, forecasts need be available 2 years prior to the season.
How are undertones important for the 5P's?
Choosing dyes for a print on a fabric (product) - similar undertones provide a better sense of blending between colors Selecting paint colors for a store interior (property) - warm or cool undertones can affect the pleasantness of the color- warm yellows Choosing the model (people) for the cosmetics ad or apparel ad (promotional activities) - a contrast between the undertones of the model and cosmetics can dull the radiance of the skin or not blend with the skin.
Understand symbolic qualities of color for the apparel industry.
Color Symbolism adds meaning to products and shopping experience. Brands frequently use color symbolism to build awareness and meaning. RED campaign Color names adds to the product of the brand Color of logos and branding are intentionalTo attract consumers & To create meaning
What are color systems or color notation systems? Why are they needed? Which of the 3 is used in the apparel and textile industry?
Color Systems combine exact notations of hue, value, and intensity to specify an individual color. Color Systems are used in industry to aid effective communication about what colors should be used Pantone, Munsell, Prang
What can color do for the 5P's?
Color can affect perceived value of a product Color can affect patronage intention toward a retailer Pleasing colors of Property or Product Presentation impact overall impressions of brand Colors can differentiate products and create a feeling of newness for the consumer
Understand expressive qualities of color
Color has the most powerful expressive potential. The expressiveness of color is witnessed through physiological and psychology responses.
Color
Color is the aspect of things that is caused by differing qualities of light being reflected or emitted by them.
Why is color mixing important to understand for ads?
Color mixing can be pleasing up close but not from far away or visa versa. Color mixing could be affective in the store but not in print advertising.
Understand the importance of color and cultures.
Color symbolism varies by culture. When developing international brands, differences in color meaning must be considered.
Double Complementary Scheme
Consists of 2 hues and their complements Red, Red-orange, Green, Blue-Green Hard to harmonize - cannot use all 4 colors in the same amounts Ex: Blue/Blue-Green and Orange/Red-Orange
Analogous Scheme
Consists of 2 or more hues side by side on the color wheel. Red, Red/Purple, Purple Have a more smoothly effect than complementary colors Ex:red-orange and
Triad Scheme
Consists of 3 hues equidistant from each other on the color wheel. Hint - all colors will be primary, secondary, or tertiary More arousing and more playful red, blue, yellow
Split Complementary Scheme
Consists of a hue and the two hues that flank its complement on the color wheel Similar to a triad scheme because it uses 3 hues Ex: purple, orange, green
Complementary Color Scheme
Consists of hues directly across from each other on the color wheel Red and Green, purple/yellow, orange/blue Combination of a primary and secondary hues OR 2 tertiary hues The most arousing of the schemes.
What is CMYK? What is it used for?
Cyan, Magenta, Yellow, Key=Black used for printing, to describe the printing process
What is hue? What are examples of hue? What is the difference between hue and color?
Hue is the name of the color on the color wheel Ex: red-orange, green- blue Color is a name used to describe a particular pigment mixture
What is intensity? What does it incorporate to change the hue?
Intensity is the purity, brightness, or saturation of a color. You can alter the intensity of a color by: Mixing the hue with gray Mixing the hue with a complement color - color directly opposite on the color wheel
What must professionals communicate about in terms of color?
Merchandise and design professionals must communicate color's qualities and use in branding
What are the 6 color relationships?
Monochromatic Analogous Complementary Triad Split Double Complementary
Monochromatic Scheme
Monochromatic colors are multiple tints, tones, or shades of a single hue. Has a calming effect BUT can become boring very easy Ex: blues and purples (wines)
What do gatekeepers need to do effectively in terms of color?
Must be sensitive to colors in the surrounding environment and to the zeitgeist (spiri of the times) Surrounding environment + zeitgeist=Synthesized when identifying current trends and future color forecasts Though color forecasts are provided by forecasting companies, designers and merchandisers must interpret the forecasts for their brand.
What do promoters need to do effectively in terms of color?
Need good perception Need a good color sense Able to develop consumer environments that are consistent with product and the brand.
Know the breakdown of the Pantone notation.
Pantone is used in the textile and apparel industry Pantone number used for Trademarked colors for brands (Target red color) Notation Breakdown: First 2 digits = value of color (white (10) and black (19)) Second 2 digits = location on the color wheel (1-64) Last 2 digits = Saturation of color (1-64) 1=white, grey, black: 64= most intense color
What do Developers need to do effectively in terms of color?
Perceive difference in color Apply good color sense to create appealing color combinations Use good color memory to remember information from the environment Be aware of colors that remain basics for brand across seasons Know how to incorporate new colors that customers will like them.
What is color warmth? Which colors are warm and which are cool?
Pure hues on the color wheel can be divided into warm and cool colors Warm Colors: include the range of colors from red/purple, red, red/orange, orange, yellow/orange, yellow Cool Colors:include the range of colors from purple, blue/purple, blue, blue/green, green, yellow/green
Understand symbolic qualities of color.
Symbolic qualities of color are important and affect us as consumers more than we know. Physiological states - red: associated with high arousal conditions: anger or love Meanings from nature - red:related to blood and life Social conventions - white:western wedding gown/red -> eastern wedding gown
What is the color wheel? How many colors are on a traditional color wheel? What 3 types of hues does the color wheel include?
The color wheel organizes colors according to hue, value and intensity The color wheel typically has 12 colors The color wheel includes primary, secondary, and tertiary colors (hues)
Can contrast effects change? Know examples.
The same color may look different, depending on the adjacent colors. Ex: Gray -appears darker against white, but lighter against black
What is additive color systems? What are the primary colors? Color mixing begins with what? And ends with what?
There are different color systems for mixing light, pigments, and inks The differences require calibration to retain consistency across the 5 P's Primary colors are red, green, blue color mixing begins with black and ends with white
Know the difference between tone, tint, and shade. Be able to identify.
Tint: adding white Tone: adding gray Shade: adding black
What is value? What does it incorporate to change the hue?
Value is the 2nd component of a color Value incorporates lightness and darkness to the color -Mixing white (high) or black (low) with a color on the color wheel
What are optical color effects?
are interactions between colors during the process of perception that appear to alter colors or create new colors.
What are physiological responses?
changes in blood pressure, heart rate, and respiration, muscular tension or relaxation, and brain wave activity
What is the most important criterion for preference of many aesthetic forms including apparel?
color
What is color important to?
consumers, brands, brand identity
What are undertones?
created by mixing in small amounts of warm and cool pigments
Know the simultaneous contrast effects "intensity-size" and "value-distance" examples. Meaning know how changing the value or intensity can change the way we perceived the size or distance of the color.
intensity-size: blue and yellow value-distance: pink and burgundy
What are the 2 elements of design that are perceived through sight?
light
When do simultaneous contrast effects occur?
occur when differences in the value, intensity, or warmth/coolness of 2 colors placed next to each other are emphasized. Ex: tan skin
What is optical color mixing?
occurs when small dots of color appear to the eye as the blended color of 2 or more pigments. houndstooth
What are psychological responses?
pleasure, arousal, and dominance
What is an element of design? What are the 5 elements of design?
the building blocks of any aesthetic product; any unit or form that can be perceived by the senses sound, smell, sight, touch, and taste
What is color as internal experience?
the sensation from eye perception (sight) and brain interpretation of wavelengths that reach the eye.
What is subtractive color systems? What are the primary colors? Color mixing begins with what? And ends with what?
the system is used for painting and printing primary colors are cyan, magenta, yellow color mixing begins with white and ends with black
What is color as an external phenomenon?
the visible light spectrum of wavelengths radiating from a light source or reflecting surface.
How can you apply physiological responses and psychological or emotional responses to branding and store environments?
warm- arousing (red-stimulating) cool- calming(blue-purple is more relaxing high intensity- raises blood pressure neutrals- slows down body system dark values- depressing mood
