1. Note that the best designs look good in black
and white. If your design needs color to look
better, then it is not a strong design. Color
should support and add emphasis to a design.
We will go into more detail on the design
element of color in a later unit, but some
important points about color include:
•Color is a powerful visual force.
•Color attracts more attention.
•Color creates unity and consistency.
•Color attracts attention and increases
visibility.
•Color adds emphasis.
•Color conveys attitude and mood.
Color
Fundamentals of Design
Unit 4: Color
Module 1: Learning the Vocabulary of Color

2. Fundamentals of Design
Unit 4: Color
Module 1: Learning the Vocabulary of Color

3. Fundamentals of Design
Unit 4: Color
Module 1: Learning the Vocabulary of Color
Color Terminology
 Hue
 Saturation
 Brightness
 Value
 Tint
 Shade
 Additive Color (RGB)
 Subtractive Color (CMY)
 CMYK
Hue is what indicates the appearance of
red, green, blue, etc. in objects.
An understanding of color terminology
will lead to better application of color in
your designs.

4. Fundamentals of Design
Unit 4: Color
Module 1: Learning the Vocabulary of Color
Color Terminology
 Hue
 Saturation
 Brightness
 Value
 Tint
 Shade
 Additive Color (RGB)
 Subtractive Color (CMY)
 CMYK
Saturation defines how “dense”,
“intense”, “concentrated,” or “pure” a
color is.
An understanding of color terminology
will lead to better application of color in
your designs.

5. Fundamentals of Design
Unit 4: Color
Module 1: Learning the Vocabulary of Color
Color Terminology
 Hue
 Saturation
 Brightness
 Value
 Tint
 Shade
 Additive Color (RGB)
 Subtractive Color (CMY)
 CMYK
Brightness is the strength of a color in terms
of intensity.
• Whites & yellows = High brightness
• Browns & grays = Medium
• Black = Low brightness
The brightness of a background color can
create the illusion of depth for a foreground
color.
An understanding of color terminology
will lead to better application of color in
your designs.

6. Fundamentals of Design
Unit 4: Color
Module 1: Learning the Vocabulary of Color
Color Terminology
 Hue
 Saturation
 Brightness
 Value
 Tint
 Shade
 Additive Color (RGB)
 Subtractive Color (CMY)
 CMYK
Value is the light and dark shade of a
color.
An understanding of color terminology
will lead to better application of color in
your designs.

7. Fundamentals of Design
Unit 4: Color
Module 1: Learning the Vocabulary of Color
Color Terminology
 Hue
 Saturation
 Brightness
 Value
 Tint
 Shade
 Additive Color (RGB)
 Subtractive Color (CMY)
 CMYK
Tinting a color makes it lighter
by adding white.
An understanding of color terminology
will lead to better application of color in
your designs.

8. Fundamentals of Design
Unit 4: Color
Module 1: Learning the Vocabulary of Color
Color Terminology
 Hue
 Saturation
 Brightness
 Value
 Tint
 Shade
 Additive Color (RGB)
 Subtractive Color (CMY)
 CMYK
Shading a color makes it darker by
adding black.
An understanding of color
terminology will lead to
better application of color
in your designs.

9. Fundamentals of Design
Unit 4: Color
Module 1: Learning the Vocabulary of Color
Color Terminology

10. Fundamentals of Design
Unit 4: Color
Module 1: Learning the Vocabulary of Color
Color Terminology
 Hue
 Saturation
 Brightness
 Value
 Tint
 Shade
 Additive Color (RGB)
 Subtractive Color (CMY)
 CMYK
These are red, green, and blue.
They are used to create color on
items that project light, such as
computers and televisions. You add
red, green and blue to get white
light; therefore, we call these the
additive primaries.
An understanding of color terminology
will lead to better application of color in
your designs.

11. Fundamentals of Design
Unit 4: Color
Module 1: Learning the Vocabulary of Color
Color Terminology
 Hue
 Saturation
 Brightness
 Value
 Tint
 Shade
 Additive Color (RGB)
 Subtractive Color (CMY)
 CMYK
When you subtract one of the colors from the other
three additive colors, you are left with another color.
•RGB minus RED leaves CYAN.
•RGB minus GREEN leaves MAGENTA.
•RGB minus the BLUE leaves YELLOW.
The subtractive primaries are the colors used in
printing. (Magenta, cyan and yellow.) When
combined together magenta, cyan and yellow
make black.
An understanding of color terminology
will lead to better application of color in
your designs.

12. Fundamentals of Design
Unit 4: Color
Module 1: Learning the Vocabulary of Color
Color Terminology
 Hue
 Saturation
 Brightness
 Value
 Tint
 Shade
 Additive Color (RGB)
 Subtractive Color (CMY)
 CMYK
CMYK refers to the 4 ink colors used by the printing
press to reproduce full-color photographic images.
• C is cyan—blue, M is magenta— red, Y is
yellow, and K is black, which is the key plate or
keyline color.
• The four inks are placed on the paper in
layers of dots that combine to create the
illusion of many more colors.
An understanding of color terminology
will lead to better application of color in
your designs.