Properties of colours, Hue, Saturation, Values, Types, Theories, Colour wheel

1. Design Principles
Part - 3
Colours
Created by
Mr. D. SARAVANAN., MFA
Assistant Professor,
SRM Institute of Science and
Technology, Ramapuram Campus,
Ramapuram, Chennai.

2. Colour:
Colour is the response of the eye to
differing wavelengths of radiation within
the visible spectrum. The visible
spectrum is what we perceive as light
and we see all the reflected
wavelengths of light as colour.When all
the wavelengths in the visual spectrum
are absorbed we see black and when
all are reflected we see white. When
some are absorbed and some are
reflected we see different colours of the
spectrum.

3. Properties:
Colour is described in three ways; by name, how pure and its value.
For example, pink, crimson and brick are the variations of red colour;
that is each hue is distinct and differentiated by its chroma,
saturation, intensity and value.
Hue: Hue refers to the dominant color family. Hue refers to the origin of
the colors we can see. Red, green, blue, yellow, and orange are a few
examples of different hues.The different hues have different
wavelengths in the spectrum.

4. · Value: Basically the light and dark of a hue is known as value.
When adding white to a hue makes it lighter and increases its value or
luminance and adding black makes it darker and reduces the value or
luminance.
· Saturation: Saturation refers to the degree of purity of a hue.
It’s similar to chroma, where pure hues are highly saturated and when
gray is added then the colour becomes de-saturated.

5. · Tint & Shade: Tint is the result of adding white to a hue to produce a
lighter hue and Shade is the result of adding black to a hue to produce a
darker hue.
· Chroma: Chroma refers to the purity of a hue in relation to gray. When
there is no shade of gray in a colour that colour has a high chroma. Adding
shades of gray to a hue reduces its chroma. All true colours are known as
‘chromatics’ (science of colours). Black and white is called ‘achromatic’
because theoretically black and white has no colours. Black is the absence
of all colours and white is the presence of all colours.

7. Types of Colours:
Primary Colours: Primary colours are defining colours of wheel. In traditional colour
wheel, primary colours are red, blue and green.
Secondary colours: Secondary colours are three colours that are created by mixing
primary colours. In traditional colour wheel, secondary colours are yellow, Magenta
and cyan.
Tertiary colours: Tertiary colours are colours between each primary and secondary
colour. In traditional colour wheel, tertiary colours are red-violet, blue-violet, blue- green,
yellow-green, yellow-orange, and red-orange are tertiary colours.

8. Colour Theory:
Colour theory is both the science and art of using colour. Colour depends on
the wavelength of light. The normal eye has a sensation of colours from long
wavelength to Red through Orange, Yellow, Green and Blue at the short
wavelength to Violet at the end.When light of one colour is added to light of
another such as by projection on to a white screen, then the combination of
colours is called Additive Colours. When one or more colours are removed
from white light when light pass through filter is called Subtractive Colours.

10. Additive theory:
The additive primary colours of light are Red, Green and Blue. These colours
cannot be produced by mixture of any other colours. If three projectors are
setup so that they will project on the same screen overlapping each other,
the fundamental of adding colours can be incorporated.
That is placing a Blue light in one projector and projects it on to the screen.
In a second projector place a Green light and project it on to a screen,
overlapping the part of Blue. It will be noticed that wherever colors
overlapping on the screen results a new color called ‘Cyan’ (bluish green) is
projected.

11. A Red slide placed in the third projector and
projected on the same screen so that red
overlaps on the other two colours Blue and
Green. When Red overlaps on Blue, new colour
‘Magenta’ (purplish red) is produced. When the
Red overlaps the Green, a new colour called
‘Yellow’ is produced. Where all these three
colours overlap, a new colour ‘White’ is
produced. The spectrum primary colours are
Red, Green and Blue. The additive secondary
colours are Cyan, Magenta and Yellow.

12. Subtractive theory:
The subtractive theory deals about colour combination in printing on white
paper. The image subtracts certain colours and transmits other colours. The
colours of the subtractive theory are Cyan, Magenta and Yellow.
If Cyan filter is placed between the lights it will subtract Red. The Magenta filter
will subtract Green and Yellow filter will subtract Blue. If Cyan and Magenta
filters are super-imposed between the White light the Cyan subtract red and
Magenta subtracts Green allowing only Blue to come through.
If Magenta and Yellow filters are used the Magenta subtracts Green and
Yellow subtracts Blue leaving only Red to come through. If Cyan and Yellow
filters are super-imposed between the White lights the Cyan subtracts Red,
Yellow subtracts Blue allowing the Green to come through.

14. The subtraction process selectively removes some parts of the visible spectrum.
For example, the yellow filter removes the blue color, transmitting the green and red
colors. The magenta filter removes green, transmitting the red and blue colors. The
cyan filter eliminates red, and transmits blue and green.

15. Colour Wheel:
Colour wheel is a way to arrange colours, making it easier to select a
palette that works. A colour wheel arranges colours around edges of a
circle. Colour wheel helps in selection of colours using any colour model.
A standard colour wheel has 12 distinct hues.These 12 hues can be
classified in three categories, primary, secondary, and tertiary. A colour
wheel arranges colours around edges of a circle and each colour has a
relationship to each or, which is based on physics of light waves.

17. Colour Harmony:
Once the key colours are identified, it is easy to identify
harmonious colours using a colour wheel. Colours can be
placed into different categories such as monochromatic,
analogous, complementary, split-complementary
combinations to describe how colours in colour wheel are
related to each other.

18. Monochromatic:
Monochromatic colour refers to a
colour scheme that is comprised of
variations of one colour. For
example, adding White to Red
creates Pink, adding Black to Red
creates Reddish purple, etc. The
three main components of
monochromatic colour scheme are
hue, shade and tint.

20. Analogous:
Analogous colours are groups of
three colours that are next to each
other on the colour wheel.
Analogous colours are usually made
up from one primary, one secondary
and one tertiary colour. For
example, Yellow,Yellow green and
Green are analogous colours.

21. Triadic:
Triadic colour scheme is comprised of three
colours evenly spaced on the colour wheel.
The two most basic triadic palettes are the
primary colours- Red, Blue, Green, and the
secondary colours Orange, Purple and
Yellow. That is, instead of grouping three
or more nearby colours in the colour
wheel, three colours equally positioned at
distance from one another in the colour
wheel.

23. Complementary:
Complementary colours are two
colours that are on opposite sides of
the color wheel. This combination
provides a high contrast and high
impact color combination–
together; these colors will appear
brighter and more prominent.

26. Split-Complementary:
Split complementary color scheme is
one where a primary color is used with
the two analogous colors to its
complement. Split complementary
colors have a strong visual contrast
like standard complements, but tend
to be a bit less jarring since they're
not direct complements.

28. Colour Meaning:
The most important thing to understand about the meaning of colour is that there
is no evidence to support the universal system of colour meaning. So that it
doesn’t mean that colours themselves have specific meaning, but the colour
meanings are assigned based the cultural aspects. That is, red as the colour of
stop sign and green for- go are some of the colour symbolism exists globally.
Colour symbolisms are likely to be more common within a given culture than
across different cultures. That is, white is used for weddings in Western
cultures and for funerals in Eastern cultures. Even within a single culture
individual differences will exist within a family. Two members within a family will
not necessarily be affected in the same way by seeing the same colour. So it’s
important to understand the target audience and how they interpret the
meaning to colour.

29. Warm colours: Colours, which tend
towards red, are called warm colours.
Fire and sunshine are the warm colours
that naturally give red light. So red and
its shades, yellow and orange are
considered warm colours, which are
cheerful and exciting.
Cool colours: Colours, which tend
towards blue, are called cool colours.
Cool colours are calm and collected.
Advancing and receding colours:
Warm colours project objects closer to
the viewer, while the cool colours show
objects far away. Warm colours are
called, advancing colours and cool
colours are receding colours.

30. Psychic effect:
· Psychic effect of colour is very strong. It stimulates the reader, attracts and makes the
reader to act. Effect of colour on individuals varies according to the people, their cultural
background and educational capacity.
o Women like red, blue, violet, orange etc. (the bright colours).
o Men’s favorite colour is blue than red, violet and etc. Men like calm or sober colour in
general like blue.
o People who are educationally and culturally backward like bright primary
and secondary colours.
o Old people like soft colours as they like soft music.
o Colours used at random will irritate the readers/ viewers, creating a strong sense of
dislike rather than attraction.

31. Colour Principles:
Colour theory has real practical value for designers. The principles of traditional
colour theory are just like the other design principles that used every day; they
are creative tools that can be used to solve visual problems. Different colour
combinations offer varying experiences and visual contrasts for the viewer.
In visual communication, a colour palette or colour scheme is a set of colours
that work together in ‘colour harmony’ to express an idea (light, heavy, warm,
cool, etc). Most colour palettes used in design projects are built around a base
colour called ‘hero colour’. The hero colour is usually supported by two or more
colours.

32. Colour Choices:
Choosing a hero colour is often the easiest part of creating a colour palette.
The hero colour is usually associated with a familiar idea. For example,
associate blue-green colours with cool temperatures or yellow-green with
growth.
Choosing Colour Combinations: The supporting colours work with the hero
colour to express or complement the idea. Choosing the supporting colours isn’t
always as easy as choosing the hero colour. A basic awareness of colour
theory is helpful, especially the theories of colour contrast. For example, if hero
colour is red, supporting colours analogous to red will always express unity.
Another way to express unity is to use monochromatic colours, all based on the
same hue varying in lightness and darkness.

33. Understanding Basic Colour Relationships:
Primary colours and their related secondary colours are colour systems
defined by extreme contrast and make excellent colour palettes. For
example, if red is our hero colour, and the other primary colours (green &
blue) as supporting colours, the palette will express extreme contrast and
really highlight. The lightness of green, and the coolness and relative
darkness of blue, make the sensation of these hues completely distinct from
the sensation of red.

35. Colour Perception:
The ability to see colour depends on the wavelength of light is referred as
colour perception. That is, the light wavelengths that are in the visible
spectrum for humans ranges from 400- 700nm. There are many wavelengths
that the eyes cannot see are X-rays or radio waves.
The wavelengths of light that can see are absorbed by cells (photoreceptors)
in the back of the eye. The photoreceptors that are sensitive to colour and
bright light are called ‘cone’ cells, whereas the photoreceptors which are not
sensitive to colour and work better in low light conditions are called ‘rod’cells.
When a person views an opaque coloured object, it is only the light reflected
from the object that can activate the visual process in the eye and brain,
because different illuminants have different spectral energy distributions.

36. Colour Illusion:
There are numerous optical illusions that are not being answered yet. Optically
human eyes may perceive things that are physically different from the reality. It
is also known as Optical Illusion. Eyes see and the brain perceives. Often what
the eyes see not necessarily matches with the perception. The information
processed by brain does not tally with the physical appearance. Colour Illusion
is among those illusions that frequently experienced.
Following are the three main aspects:
1. Plain optical illusions that create images that are different from the objects that
make them,
2. Physiologically, the effects on the eyes and brain of excessive stimulation of a
specific type (brightness, colour, size, position, tilt, movement),
3. Cognitive illusions, the result of unconscious inferences

39. Psychology nature of
colours refer in pdf
notes

40. Color Communication:
Colour is a powerful and important communication tool, and it is tied to religious,
cultural, political and social influences. By stopping to consider what each colour
represents and is linked to in the ‘real world’ can make informed design
decisions that ensure appeal to the target audience. Most people have their
favourite colour or prefer some colours over others. This is because colour can
affect the moods and colours surrounded can have a positive impact.
In design, the colour usage can either make or break the designs. If anyone
watches a design, the first things they interpret are colours. That is, before
reading the characters, the brain will register the colours consciously or sub
consciously to set ideas, because, colours have a significant effect on us both
psychologically and physiologically. Certain colours can change the state of
mind or even affect the physical state.

41. Colour and Society:
Different colours mean different things in different places. This is extremely
important for designers to know because without an awareness of the cultural
significance of a particular colour, one may risk offending the entire target audience.
For example, Purple colour means mourning in Thailand. However, in western
culture the purple colour is associated with royalty, luxury and wealth. Mostly, purple
colour is used for the expensive perfume bottle packaging design and the brand
colour for Thai Airways is purple. Even though purple colour means mourning in
Thailand, the Thai Airways has purple colour because it targets on tourists from
western and the locals.
in western cultures black is a colour of mourning. However, In Japan it is a colour of
honour and white is the colour of mourning. In western, Red represents danger, love,
and passion, in India it is a colour of celebration (marriage), in China it is a colour of
good luck and in South Africa it is a colour of mourning. Yellow represents courage in

42. Colour and Emotion:
Colours and emotions are closely linked. Warm colours can evoke different emotions than cool
colours; similarly bright colours can create different feelings than dull colours. It all depends on how
the psychological effects of colour are being used. Colours can make to feel happy or sad, and they
can make to feel hungry or relaxed.These reactions are rooted in psychological effects, biological
conditioning and cultural imprinting. The way different colours can affect emotions depends largely on
a colour’s brightness, shade, tint or tone and whether it’s cool or warm toned. Some of the effects
colours can have are;
· Happy colours: Happy colours are bright and warm colours like yellow, orange, pink and
red.
· Sad colours: Sad colours are dark and dull. Grey is the typical sad colour.
· Calming colours: Cool colours like blue and green can make to feel calm.
· Energizing colours: Colours like bright red, bright yellow and neon green can feel
energizing and make to feel more alert.