Color is one of the most fulfilling elements in our lives and plays an important part in our visual experiences. The following are some interesting statistics drawn from substantial research:
- Color increases brand recognition by up to 80 percent
- Color increases memory by helping us process and store images more efficiently than black and white ones
- Ads in color are read up to 42 percent more often then the same ads in black and white, therefore, engaging readers and increasing participation
- Color can improve readership by 40 percent, learning from 55 to 78 percent and comprehension by 73 percent
- 90 percent of people surveyed feel color can assist in attracting new customers
- 83 percent of people surveyed believe color makes them appear more successful
Basic Color Theory
Color can be a complicated thing. This information will assist you in your understanding of color, what it is and how it works.
The Color Wheel
The color wheel is the basic tool for combining colors. It is designed so virtually any colors you pick from it will look good together. There are names for all of these colors, which are important to know.
Primary Colors
Red, yellow and blue are the base colors for every other color on the color wheel. Hence, the name “primary”. When you mix two primaries together, you get a secondary color. Note the triangular positioning of the primary colors on the color wheel and how the secondary colors are next to them.
Secondary Colors
Orange, green and purple are the colors you get when you mix primary colors together. They’re located in-between the primary colors to indicate what colors they’re made from. Notice how green is in-between yellow and blue.
Tertiary Colors
These are those “in-between” colors like blue-green and red-orange. They’re made by mixing one primary color and one secondary color together. There can be endless combinations of tertiary colors, depending on how they’re mixed.
Color Harmony
Complimentary Color Scheme
Colors opposite each other on the color wheel are considered to be complementary colors. The high contrast of complementary colors creates a vibrant look especially when used at full saturation. This color scheme is tricky to use in large doses, but works well when you want something to stand out. Example website: AT&T
Analogous Color Scheme
Analogous color schemes use colors that are next to each other on the color wheel. They usually match well and create calm and comfortable designs. Make sure you have enough contrast when choosing an analogous color scheme by using one color to dominate and a second to support. Example website: Zendesk
Triadic Color Scheme
A triadic color scheme uses colors that are evenly spaced around the color wheel. Triadic color schemes are usually vibrant, even if you use unsaturated versions of your hues. Colors within this scheme should be carefully balanced by letting one color dominate and using the other two for accent.
Split-Complimentary Color Scheme
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.
Rectangle (Tetradic) Color Scheme
The rectangle or tetradic color scheme uses four colors arranged into two complementary pairs. This rich color scheme offers plenty of possibilities for variation and works best if you let one color be dominant. It is also important to pay attention to the balance between warm and cool colors. Example website: Flourish Web Design
Square Color Scheme
Similar to the rectangle, the square uses four colors but evenly spaced around the color wheel. Square color schemes work best if you let one color be dominant. It is also important to pay attention to the balance between warm and cool colors.
Helpful Links for Picking Color
Blog Resources
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