Pantone your street - Colour Theory Research

Colour Theory

Terms

Primary Colours

From these any colour can be mixed, with blue, yellow and red being the three primary colours.

Secondary Colours

These are created through the mixing of two primary colours, with green, orange and purple being secondary colours.

Tertiary Colours

By mixing adjacent primary and secondary colours tertiary colours can be created.

Warm Colours

These include red, orange and yellows which evoke a sence of fire and warmth. These colours elicit feelings of passion, positivity and energy, whilst also making a space look closer.  

Cold colours

Blue, green and purple are all referred to as this and are often associated with water and nature. They also create a calming and relaxing atmosphere and look like they are receding which increases our perception of the size of a space.

Neutral colours

These are often used as backgrounds and are combined with brighter elements which stand out well against them. When used on their own, sophisticated layouts can be achieved, however neutrals are affected by the colours around them, creating different impressions. Neutral colours include brown, black , white, grey, beige and cream.

Hue

A hue is another term for a colour.

Chroma

This refers to the purity of a colour and the brightness of the hue in comparison to white. When black, white or grey are mixed with colours, this reduces there the colours chroma.

Saturation

This is how the colour looks in different lighting conditions and denotes how intense the colour is in terms of how pale or pure a hue looks under light. Colours of a similar saturation are more cohesive.

Value

This determines how light or dark a colour is, with a lighter colour having a higher value. White has the highest value and black the lowest. It is best to have a range of different values to create contrast between high chromas.

Tones

These are created when grey is added to a hue, which makes it duller or softer than a pure hue. The addition of grey can create a vintage feel to work and evoke a sense of sophistication and elegance.

Shade

A shade is created by adding black to a hue to make it darker. Very dark shades are often used instead of black and tints can help break the ‘darkness’ up.

Tints

This is created when white is added to a hue to lighten it. Pastel colours are created in this way and evoke a feminine and lighter feel to designs.

Colour schemes

Monochromatic / Monotone Schemes

Shades and tints of a base hue are used to create this scheme. By adding white or black to the base colour variations of the hue can be created, for example dark red, red and pink

Analogue schemes

These use a base hue and the two colours directly either side of it.

Complementary Scheme

These are created using opposite hues on the colour wheel creating warm and cool contrasts.

Triadic Scheme

This scheme uses three equally spaced hues in the colour wheel.

Split Complementary Schemes

By using hues next to the direct opposite hue this scheme can be created

Tetradic Scheme

This uses four colours from two complementary pairs that are equally spaced around the colour wheel.

Square Scheme

This uses four equally spaced colours from the colour wheel and is most effective when one colour is dominant in a design.

Colour Meanings

Red is associated with negative concepts such as anger and danger. It is a powerful colour which can be overwhelming if used too much. It also evokes passion and energy, with darker shades creating an impression of power.

Orange is vibrant and energetic and associated with the fruit linking themes such as health and wellbeing to the colour. When muted this resembles autumnal and earthy tones leading the colour to reflect change and movement. It is inviting and more friendly than red.

Yellow is associated with sunshine and happiness creating a sense of brightness and energy. Is also linked to danger however not as strongly as red. Light yellows are calming, whilst dark yellows create an antique feel which creates a sense of age and longevity.

Green evokes a sense of nature and growth with new beginnings. A sense of renewal and abundance is also created, however it is also associated with feelings of envy and jealousy. It is calming like blue but retains the energy of yellow. Olive greens are natural, whilst darker greens create a sense of wealth and stability.

Blue is often associated with sadness however mainly evokes a sense of calmness and responsibility. Dark blue is strong, reliable, and confident making it ideal in corporate branding. Light blue is relaxed, calming and friendly, whilst bright blues are refreshing and energising.

Purple is associated with wealth and royalty, whilst also reflecting creativity and imagination. Wealth and luxury are associated with dark purple, whilst light purple is more romantic.

Black evokes a sense of power, elegance and formality, whilst having negative connotations and being linked to concepts such as evil, death and mystery. Its neutrality means it is often used in typography and functional elements within design.

White reflects purity and cleanliness and is associated with healthcare and weddings. Used as a background it allows colours to stand out and its simplicity is useful in minimal design.

Brown is natural and warm and is linked visually with earth, wood and stone. It can be seen as a dull colour; however, it is reliable and dependable. It is often used in wood and stone textures for backgrounds which reflect an earthy appearance. In its darkest form, it can replace black.

Beige’s characteristics alter depending on the surrounding colours, taking on either warm or cool tones. It is warm like brown and cool like white, but can be seen as dull and bland. It is a conservative colour which is usually used for backgrounds, particularly paper textures.

Cream and Ivory are sophisticated, holding the warmth of brown and the coolness of white. They are subtle but create a feeling of history. Ivory is calming and has the pureness associated with white. In combination with brown or peach colours it takes on an earthy quality, whilst when used with dark colours it can help lighten them instead of the stark contrast of white. 

Study Task 2 - Objective Symbols for Subjective Words

Making the subjective word an objective symbol

Obscure

Definitions

-        Not discovered or known about, uncertain

-        Not clearly expressed or easily understood

-        Keep from being seen, conceal

Mark making exploring overlapping lines which would block and obscure what is beneath. Using the idea of redaction, I took this further and explored the idea of blacking out sections which would completely conceal content. Something that is obscure is more intensely questioned, this idea is reflected in the manipulation and reflection of the ‘?’ symbol. Using scales to reflect the idea of weighing something up and being uncertain, however trying to come to a conclusion. A square acts as a boundary, which provides protection (Frutiger). When combined with an element inside, such as a dot this creates the impression of a ‘hidden’ element which we can see.

‘Q’ is unlike any other letter in the alphabet and has a formation which is quite unique which I thought made it an obscure letter to experiment with through cutting and rearranging. Negative space ‘hides’ part of the letter distorting its appearance. Frutiger said that a ‘x’ acts as a barrier, this I think could also apply to a diagonal line. By using a diagonal line through the centre of a circle, which acts as a holder of space, this creates the idea of the diagonal line concealing the space behind it. By creating long extensions on both the top and bottom of the ‘Q’, it has created quite a wide symbol which would stand out when compared with other glyphs and when used in conjunction with text, making it obscure and distinct.

By adding another extension to the ‘Q’ it has begun to look like a capital ‘R’ meaning it is a morph between two letters and therefore making it less clear as to what it is. By fracturing the circular elements within the ‘Q’ by making them more square and arranging them so they are off centre, this I think gives a harsher feel to the form whilst creating disturbance visually. These could also function as brackets, perhaps for interesting or obscure information. The outer lines on the third symbol highlight the inner shape and create a sense of movement around it. This is supposed to reflect a small movement which looks tentative and uncertain.

Symbol exploring the idea of elements falling. The angle of the ‘surface’ and the curved form of the elements create uncertainty as to how they will react when they ‘hit’ the line.

Further development of symbols 

The use of Adobe Patterns meant I could use my initial marks and symbols to create more symmetrical signs which could be developed digitally. From the images created through this process I was able to image trace the results and manipulate these, as well as use the pen tool to manually draw around interesting aspects making more precise designs.

An off centre dot within a space creates disturbance (Hoffman).

To reflect the sense of escape in the symbol, the colour green was used because of its association with fire exits and movement. By making the angle so it was lower than 20 degrees, this made it sharper, evoking a sense of danger (Frutiger). This creates a sense of warning and urgency which would encourage people to move quicker. By adding an extension to make it an arrow this increases the importance of moving in the direction.

Triangles are used as directional signs on the horizontal (Frutiger). In this design two triangles point in on themselves which creates confusion making the sign obscure.

Angled edges further enhance the sense of movement and direction and create a flowing transition from the ‘space’ into the outside ‘space’. This creates a more flowing and dynamic feeling of movement from one place to the next.

The symbol is impactful and bold which creates a sense of importance and alarm. The use of red and yellow combined with black create a sense of danger. By placing a square on its corner this creates alarm in the viewer (Frutiger). By placing my symbol within it this amplifies the sense of anxiety for the viewer. A dot radiates most when in the centre of a space (Hoffman). By replacing the dot with the symbol, could this work in the same way? An off-centre symbol creates disturbance for the viewer and creates a feeling of anxiety.

The symbol has a cloud like appearance, this is further emphasised when it is put centrally inside a space, making it look like it is floating. The use of a thin line makes it look light and the choice of white on black means it will hold itself on the background (Hoffman). However, the use of such a thin line means it is not completely clear or defined and looks quite delicate, creating the feeling of an uncertain presence.

The ‘x’s’ in this design are thick and sharply angled creating an aggressive feeling. A fire like appearance is created by the red and yellow outlines creating a feeling of anxiety and danger.

The combination of red and black create a warning sign evoking a sense of danger . The use of triangle on its apex creates an active feeling which makes the viewer take notice. By placing the symbol off centre this creates a disruptive feeling for the viewer.

The use of thin lines makes the symbol less noticeable and makes the viewer look closer to understand it creating an obscure sign.

Study Task 2 - Objective symbols for Objective words

Making the subjective word an objective symbol

Escape

Definitions

-        Break free from confinement or control

-        Fail to be noticed or remembered by

-        A form of temporary distraction from reality or routine

Mark making exploring the concept of ‘escaping’ from a box, with the box flaps either holding something inside or are open and act as a directional symbol. Deviating from a straight line then continuing with it ‘breaks from routine’.

A box like formation has been created using the letter ‘Z’, through overlapping and cutting sections. Frutiger suggested that ‘x’ acts as a barrier which I have used to create the appearance of a boundary wall making it a solid object. However, when one ‘side’ is open this allows for escape.

Inescapable formations created using the letter ‘S’. The circular forms are viewed as maze paths with some being circular routes which you would not be able to get out from and others having dead ends.

Slightly wonky ‘corners’ create a sense of a fragile containment, holding the shape inside, which looks at any point to break free.

Hoffman suggested that the relationship between the dot and its background is important, when off centre this can create the impression of movement through a space and become unsettling. Using this concept it has created the idea of moving or escaping from inside the box to outside it, whilst also creating a sense of urgency. The use of an arrow also further emphasises the sense of direction from place to another.

Study Task 2 - Objective symbols for subjective words

Making the subjective onjective

The task was to create objective pictograms of subjective concepts using a variety of processes, materials and ideas. The aim was to create as many variations as possible through the exploration of ideas in a quick and experimental way.

Anxiety

Definitions

-        A feeling of worry, nervousness, or unease about something with an uncertain outcome

-        A strong desire or concern to do something or for something to happen

Mark making experiments using tight movements and sharp harsh lines to reflect an anxious feeling. The use of tightly bundled, continuous lines create an ‘asterisk’ like glyph. The process of creating the mark meant the pen had to be grasped quite hard and moved in quite sharp and short movements creating quite a tense action which is reflected in the mark. Many of the marks explore the idea of overlapping lines which create the impression of scribbling things out like something has been done wrong. This reflects possible worries people may have of not getting things right or not being good enough. The use of sharp angles and jagged lines across the marks create an uncomfortable feeling. Many of the marks create a representation of ‘impact’ which signify a particular point in this case a worry that may smoking away?

By overlapping cuts so they cross over this creates a three dimensional representation of the scribble marks. The repetitiveness of the action reflects the process of going over something in your mind.

Tearing card creates jagged edges which feel more harsh and aggressive, whilst retaining an organic form which represents a morphing thought. Layering the different elements creates a sense of things mounting up, whilst visually creates an element of depth, which can be ‘flattened’ when converted to line drawings.

By overlapping circles so they look like intertwined forms this plays on the concept of being ‘wound up’. This is more effective with fewer circles which allows the interlocking forms to be more noticeable, however the circles must be arranged in a slightly uniform way  to create a more organic symbol that is not perfect. The bundling of circles creates a close and tense feeling that creates a sense of claustrophobia and things closing in.

Experimenting with the concept of things falling and therefore creating anxiety, different shapes can be used in different ways to further the feeling. All the shapes are ‘falling’ the ‘ground’ which is represented by a line. By tipping the triangle on its point it looks like its weight will tip it over whilst also creating a sense of alarm through its association with a limitation and not being able to do something as seen in road signs (Frutiger). A square on its apex indicates an intention, in this case falling, which is alarming to the viewer (Frutiger). As with arrows with less than 20 degree angles, by using sharp pointed triangles I have tried to create a feeling of danger (Frutiger).

For me ‘x’ is an anxious letter which is similar to a cross. The cross symbolises deletion and suggests something is wrong during marking (Frutiger). This works well with the concept of worrying about things and doing things wrong. By scrunching the paper this reflects the concept of frustration, whilst exploring the effect of external sources on the letterform, much like how people get anxious over things they cannot control. The process of scrunching the paper more and more gradually broke the letterform down and creating a distressed look. For me it takes on an organic transformation which is even reminiscent of the idea of your ‘stomach churning’ with fear. This could be interesting as an animation showing the morphing of the different forms.

By moving the paper quickly in one direction on the photocopier this created a fluid appearance to the work which evokes the sense of shakiness and the feeling of nervousness. It also becomes quite jagged in some places and loses all sense of typographic meaning.

By using scrap paper in conjunction with the letterforms on the photocopier, the new elements have begun to break up the letters creating a sense that they are falling apart, evoking a feeling of nervousness and fragility.

By overlapping fragmented ‘X’s’ to create asterisks, this has created disjointed and harsh edged shapes which further emphasise the initial jagged movement of creating the asterisk marks, whilst reflecting the effect process has had on the overall form.

By rolling up an elastic band this recreates some of the initial mark making which explored using continuous line. The use of this material has created more organic imagery whilst also bringing it into three dimensions giving the ‘shape’ a tangible quality.

By layering ‘X’s’ this has created asterisks which are fairly symmetrical but not completely consistent. The angled edges give the symbols a much harsher look. 

    

The combination of the crossed, scored effect with the ‘x’ further emphasises the anxious feeling.

The use of a triangle in combination with a circular element emphasises the direction of movement, which enforces the ‘falling’ feeling. When a triangle is standing on its apex it has an active personality, in this case falling, and a sense of limitation (Frutiger), this I think creates a sense of danger. By elongating the designs on the photocopier this creates a sense of the movement taking longer and being more drawn out. When the designs are compressed, this physically creates a sense of the shape being squashed against the line, whilst also creating a sense of slow movement as the round object prepares to bounce back up.

Distortion using the photocopier creates a wobbly feeling to the letter ‘X’ creating a nervous feeling.

Sharp angled triangles create an explosive effect which has a lot of impact, whilst also being harsh evoking a sense of uncomfort. Frutiger said that arrows below 20 degrees are sharper which create a sense of danger, this I think can also be applied to triangle angles.

Study Task 2 - Kern Down

Kern Down

For this task we chose a range of letters, then as a group, we had to experiment with kerning. We were given various types of companies, for which we had to kern the letters to what we thought was the most appropriate spacing between them.

Luxury Car Brand

Luxury Car Brand

As a group we thought of examples such as Land Rover, Jaguar and Porsche all of which have quite loose kerning with the letters being mush more spaced out. Whereas with more budget brands generally the kerning is much tighter.

Budget Food

Budget Food

For Budget Food we thought of Farmfoods and Value ranges which both use quite basic kerning, with the spacing being standard throughout. 

Condom Company

Condom Company

For this type of brand, it will be primarily aimed at younger people so has to have an element of playfulness. In terms of kerning we kept the letters quite close together to portray an intimate feel. To give the brand a bit of a quirky feel we slanted the e’s within the word to create a fun look.

Indie Band

Indie Band

We thought of examples such as the Arctic Monkeys who have tight kerning in-between letters so we opted for having our letters touching each other. Indie bands generally try to look a little more obscure than more mainstream bands so other groups also experimented with flipping letters to make it more unique. Some also got rid of the baseline to give the brand more of an edgy feel however we decided to keep this to give it some structure whilst still letting the letters ‘merge’ into one another.

IT Company

IT Company

For this example, we thought of quite standard kerning as most IT companies are quite corporate and standard. However, in general other groups had opted for tight kerning which didn’t touch. It was discussed that this mirrored the idea that IT Companies exist to connect people whilst still being quite formal.