THE BASICS OF COLOR THEORY

These tips provide a solid foundation for understanding the basics of color theory and successfully incorporating it into design.

COLOR MIXTURE

There are two bases for color mixing. On the one hand additive or also light colors. In this case, all primary colors, in this case red, green and blue (RGB), together produce white. This color mixing is used on screens, for example. On the other hand, there is subtractive color mixing or pigment colors. Hereby, the primary colors cyan, magenta and yellow in combination with the contrast together result in black (CMYK). These variants are used in printing.

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WHAT COLORS DO

To find the optimal color for the design, you must first define what you want to convey. Every single color has a different effect.

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COLOR WHEEL

There are various models in color theory, the best known being the color wheel according to Johannes Itten, a Swiss painter and art theorist.

In Johannes Itten's color wheel, the primary colors are yellow, blue and red, since these cannot be produced by mixing. The colors orange, green and purple produced by mixing two primary colors are called secondary colors. Mixtures of these secondary and primary colors thus produce the tertiary colors.

One half of the color wheel now consists of so-called warm colors, while the other half contains the cold colors.

You can now use this color wheel to search for matching colors according to different approaches. The best way to do this is to use one of the following five color schemes:

Complementary color scheme /cold-warm contrast
Complementary colors are opposite each other in the color wheel - for example, red and green.

Analog color scheme
In this color scheme, you choose colors that are adjacent to each other in the color wheel, these are the most harmonious to each other. In the business world, analog color schemes are not only pleasing to the eye, but can also guide consumers and show them how and where to act.

Triadic Color Scheme
A triadic color scheme in your marketing creates visual contrast and harmony at the same time, emphasizing each element while making the entire image stand out.

WARM AND COLD COLORS

These colors convey a temperature to us and make us feel colder or warmer. In your imagination, you can cut the color circle in half and on one side you will then find the colors from yellow to orange to red. These are then the warm colors. On the other side you will see the cold colors, namely purple, blue and green.

NEUTRAL COLORS

These colors are not included on the classic color wheel. They include black, white, gray, brown and beige tones. Almost all colors of the earth are neutral colors.

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GENERATE ATTENTION

THE FIRST IMPRESSION

PERFECTION MADE TO MEASURE