Color And Color Perception

Color theorists look at the meanings of colors and the effects they may have. Color theory looks at art, philosophy, physics and psychology of color. Color communication is important to artists, graphic designers, architects, interior designers, fashion and costume designers, theatrical set design, sports and many other fields (Stockton & Shibukawa, 1984).

With color you get an instant message whether it be a feeling or a warning. The effectiveness of color becomes a vital tool for communicating in business, advertising and in the marketplace. Color has been called the ‘silent salesperson’ for it can attract consumers, convey messages about a product, create a brand identity and make a sale. In Web design, color can elevate interest. The persuasive power of color is instant and subliminal. Color families express certain moods and connections, this symbology is important in marketing. The colors become a reference to the product or idea. This is important to communication because color can strengthen a message and provide instant perception (Eiseman, 2000).

Some elements of color perception include: hue, saturation and value. Hue refers to the color family. Saturation is the intensity or brightness of the color. Value is the lightness or darkness of a color, (Stockton & Shibukawa). Colors come in varying tints (lightened), shades (darkened) or mid-tones. Colors may be warm (reds, orange, yellow) or cool (blue, green, violet). Warm colors seem more energetic, aggressive and active while cool colors are more restrained, reserved and calm. When colors are combined they have additional effects. They may be monotone, monochromatic, analogous or complementary schemes. Monotone refers to the use of one neutral color and provides a calm...

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... some aspects like hot and cold or pleasure and pain. Used in general, color can provoke a tone or mood to a subject (Stockton & Shibukawa, 1984).

Throughout history, color has been used symbolically to designate social status and cultural or group affiliation. We use color in our surroundings and choose colors for their meaningful effects. Color trends are established by celebrities and influential people as well as fashion designers and interior designers. Color trends are inspired by sports teams, fashion and entertainment world, artists, patriotism, economics, lifestyles, cultural values and ethnic groups (Eiseman, 2000). There are trend setters and trend followers which falls in line with the Diffusion of Innovations theory. Color palettes change over time. Color trends can be attributed with different eras, products or fashions (Stockton & Shibukawa, 1984).