Color Theory Concept, Basic Color Theory, Color Theory For Designers

A Comprehensive Guide To Color Theory For Designers

              

Color theory is a body of principles which provide guidance on the relationship between colors and the physiological impacts of certain color combinations. 

Color theory is one of the most fundamental areas of painting. The importance of understanding color theory far exceeds simply knowing how to mix colors together (for example, knowing that yellow and blue make green).

As an artist, you do not need to worry yourself about all the complex underlying principles of color theory. Rather, all you need to understand is the general application of color theory and the relationship between colors. Color theory is a fundamental base of understanding for artists and should not be ignored.

Color theory will help you understand the relationship between colors and how we perceive them.

In this post, we will discuss all the major elements of color theory. However, this will only just touch on the surface of it. Color theory is an incredibly complex area. Luckily as artists, we only need to know certain elements of color theory which relate to us.

Bonus Download: Grab my free Color Theory Cheat Sheet.

The History Of Color Theory

General principals of color theory were evident in writings of Leone Battista Alberti (c.1435) and the notebooks of Leonardo da Vinci (c.1490). The first color wheel was developed by Sir Isaac Newton around the start of the 17th century. This color wheel was an arrangement of red, orange, yellow, green, blue, indigo and violet on a rotating disk.

Since the origination of the color wheel by Newton, it has become one of the most powerful tools available to artists for explaining the relationship between colors.

The three primary colors are red, blue and yellow. The three secondary colors are green, orange and purple. These are made by mixing two of the primary colors. There are six other tertiary colors.

Using the primary colors, you could mix pretty much any color in the spectrum. This is why a solid knowledge of color theory is so important when it comes to painting and mixing your colors. This is also why you should always at a very least have the primary colors on your palette.

Boutet's 7-color and 12-color color circles from 1708

A Modern Day Color Wheel

Color Theory Terms

There are a number of color theory terms you will come across in art that are commonly misunderstood and confused.

Hue

The term “hue” is often used as a simile for the term color. Hue generally refers to the dominant wavelength of color out of the twelve colors on the color wheel (being the primary, secondary and tertiary colors).

For example, the hue of navy is blue. The hue of burgundy is red. The hue of sap green is green. 

The colors below are hues.

Saturation

Saturation is a measure of how pure a color is. You can reduce the saturation of a color by adding gray or a color on the opposite side of the color wheel (which essentially kills the color). 

If you completely de-saturate the color wheel, you are left with the following:

Tone

Tone is a widely misunderstood term and many artists are not entirely sure what it means, despite it being used so commonly.

Tone is a broad term used to describe a color which is not a pure hue and is not black or white. In many cases, artists use tone to describe a color which has been grayed down (de-saturated).

Value

Value is how light or dark the color is, on a scale of black to white. Value is widely considered to be one of the most important variables to the success of a painting.

A general rule I like to follow for painting is:

To increase (lighten) the value of a color - add white and/or yellow.

To decrease (darken) the value of a color - add blue, black and/or raw umber.

Value should be simple to understand, however, the inclusion of color can make it a challenging concept to grasp. You can have different colors which have the same value. If you take color out of the picture, then you will be left with just a range of black to white colors, with black being the lowest and white being the highest value.

This is why drawing is so highly regarded for improving painting ability, as it makes it easier to grasp the concept of value without having to worry about the inclusion of color.

It is widely considered by artists that value is more important than the color used in a painting. This is because value really sets the structure of your painting.

A value scale is below, starting with the highest value (white) to the lowest value (black). Between is basically a grayscale. You can make a colored value scale by adding white to increase the value and black to decrease the value. When you take the color away (de-saturate) the scale should look exactly the same as the value scale below. It is that translation between color and value which is extremely difficult to learn in painting.

High Key Versus Low Key

You will often hear paintings described as being high key or low key. This refers to the overall value scale used in the painting. A high key painting has a high-value scale (light) whilst a low key painting uses a low-value scale (dark).

High or low key paintings often have a very limited value range. Below is a low key painting by Vincent van Gogh (painted before he found color): 

                      Cineraria, 1886, 54.5 × 46 cm, Vincent van Gogh

Below is a high key painting by Claude Monet.

     Grainstacks in the Sunlight, Morning Effect, 1890, Claude Monet

Tints and Shades

Put simply, a tint is a color plus white. A shade is a color plus black. You can get a range of tints/shades by adding varying levels of white/black. 

TIP: At the moment, these are just words. They have no benefit without application. So I urge you to think of this scenario to put the terms into perspective. Say you have a tube of red paint. Most beginners would think, great, one color to use in my painting. But by adding different amounts of white, black and gray you have infinite variations of that color at your disposal. Once I understood this, I really started to see the options that were available to me. 

Color Temperature - Warm Versus Cool Color

The color wheel is divided into warm and cool colors. When a warm color is placed next to a cool color, there is a very strong contrast. Alternatively, when a cool color is placed next to another cool color (for example, green next to blue) there is a pleasing harmonious effect. These color combinations are discussed in more detail in the section below.

Warm colors traditionally indicate activity and light. Cool colors on the other hand indicate calm, distant and soothing environments.

White, black and gray are generally considered neutral colors. I get the most use out of these neutral colors not by using them for what they are, but rather to change the value of my colors. For example, if you have cadmium red on your palette, you can add various amounts of gray to make a range of tones.

At the start of a painting, you should determine whether you want to achieve a warm, cool or neutral (balanced) feel. When I write neutral, I do not mean just to use white, black and gray, but rather an equal balance of warm and cool colors.

Learn more: 

Color And Light - What Is Color Temperature

Color Combinations or Schemes

There are a number of commonly known color combinations which can be used to evoke certain emotions from the viewer.

Before starting a painting, you should briefly consider your color combination to ensure it aligns with your desired statement of the painting. For example, a complementary color scheme could be used for an aggressive and active scene. Whilst an analogous color scheme could be used for a calm and passive environment. 

Here are some of the most well-known color combinations:

Complementary

Complementary colors are opposite each other on the color wheel. When placed next to each other, there is an extremely strong contrasting and vibrant effect. If overused, your painting may become jarring and uncomfortable to look at.

You should select a dominant color and use the other color as an accent.

Analogous

A relaxing color combination using colors positioned next to each other on the color wheel. Analogous color combinations were famously used by impressionist artists such as Claude Monet to create beautiful harmonious paintings.

It is often most effective to select one dominant color, a secondary color and a third accent color. 

Triadic

A triadic color scheme uses three colors which are evenly placed around the color wheel. The resulting effect is a vibrant scheme, even with low saturation. It is important to properly balance the colors to not overwhelm the viewer.

Generally, a dominant color is selected and the other two colors are used as accents.

Split-Complementary

This is a variation of the complementary color scheme. In addition to the dominant base color, there are two complementary adjacent colors.

This color scheme is easier to balance than the complementary color scheme and is a great starting point for beginner artists.

Learn more: 

Color Schemes in Art

The Psychology Of Color Theory

Color has a powerful influence over human behaviour, to the extent it can manipulate your perception of what is actually there.

Here are some colors and their emotional influences:

Red: Passion, love, anger and danger

Orange: Vitality, creativity and activity

Yellow: Energy, light and hope

Green: Health, nature and wealth

Blue: Trust, security and spirituality

Purple: Creativity, royalty and wealth

We can use these psychological triggers to influence how we want the viewer to perceive the painting. If you want the viewer to have a passionate and aggressive response, then you should be utilizing reds and other warm colors. If you want a calming scene, then greens and blues should be utilized.

Idealized Views Of Color

We all have preconceived ideas of what color an object should be. This idealized view can influence our perception of what is actually there.

If you are painting trees for example, there is a preconceived idea that trees must be green. But that is of course not the case. If you are not careful and do not observe the tree for what it actually is, then you may be drawn towards adding more green than is necessary based on your idealized view of what the tree is supposed to look like.

It is therefore important to paint what you see, not what you think.

Learning Color Theory As An Artist

Color theory can be incredibly complex, however for artists you only need to understand the general fundamentals of color theory. The best way to learn color theory is to purchase a color wheel or better yet, make your own using your own paints.

Another technique for learning color theory is to mix your own value charts of the twelve colors on the wheel (three primaries, three secondary and six tertiary). You will end up with a range of different values of the same color.

For the value chart, start with your base color, then work your way up in value by adding white (tints) and down by adding black (shades).

You should end up with a range of charts which you can use for later paintings as a reference.

You should also learn how to paint with a limited palette. The fewer paints you have on your palette, the more you will be forced to mix your own colors. This will train your mind as to how the colors relate to each other.

Summary

I hope you found this post useful. Color theory is a fascinating area and a fundamental knowledge for all artists.

This post just touches on the surface of color theory as it is an incredibly complex area. However, I encourage you to learn as much as you can about color theory as it will only improve your painting ability.

If you have any questions or comments, feel free to add them in the section below.

Additional Readings

How To Mix Vivid Greens And Why You Must Understand Color Bias

Inspirational Color Quotes By The Masters

The Beauty Of Muted Colors - How You Can Use Muted Colors More Effectively

How The Impressionists Used Complementary Colors To Great Effect

Using An Analogous Color Scheme To Create Harmonious Paintings

Thanks for Reading!

Thanks for taking the time to read this post. I appreciate it! Feel free to share with friends. If you want more painting tips, make sure you subscribe.

Happy painting!

Logo Creation Concept

Your logo is the face of your company and will be the number one thing your customers, competitors and pretty much everyone else on the planet associates with your business from now to forever. So, no pressure…. but it better be good.


But designing a cool, original, design-forward, on-brand logo isn’t as easy as you’d think, and chances are you’ll find yourself banging your head against the wall trying to come up with solid ideas.
But never fear, we’ve put together a list of tips for brainstorming logo design concepts that will knock the socks off your customers, put you a step above the competition and make you a serious contender for the logo hall of fame (ok… there’s not actually a logo hall of fame, but if there were, this list would totally help get you there):

Tip #1: Follow the rules of the brainstorm
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   Logo Design by brandsformed® for idearoute

The process for brainstorming a logo is similar to the process for brainstorming an article outline, a business plan or a bitchin’ new band name—it’s all about following the rules.
So what are the rules of the brainstorm?

Don’t hold back

If you have an idea, throw it out there. Brainstorms are not the time to censor yourself. They’re the time to get everything out of your head and into the world.

Write down every idea

Write down every single idea you come up with, even if you think it’s ridiculous or silly or terrible. In a brainstorm, you want a comprehensive list of all your ideas. Got an idea that could be a serious contender for “worst idea ever?” Write it down. Sometimes bad ideas spark great conversations, which lead to great ideas.

Choose the right time

You want to brainstorm logo ideas when you’re at your creative peak, whether that’s an hour after breakfast or a few hours before you go to bed. Whenever you feel your most creative, alert and focused is when you want to schedule your brainstorm. 10 minutes after an all-you-can-eat taco buffet when you’re moments away from a food coma? Not the best time.

Let your ideas simmer

Once you’ve brainstormed a list of Logo Ideas, let them percolate for a while. Walk away from the list and don’t look at it again for at least 24 hours. You’d be surprised what you’ll see with a fresh pair of eyes.

Tip #2: Get clear on your branding
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                               Logo design by CQ Design™ for Detail Geeks

If you want to end up with a logo that feels true to your brand, you need to have get super clear on what that brand actually is. What’s your brand story? Your mission? Your goals?
If you don’t know the answers to those questions right this second, that’s a-ok. Here are a few ways to find them:

Make a list of adjectives that describe your brand

Are you edgy, cool and sophisticated? Or friendly, energetic and approachable? Figure out the set of adjectives that accurately capture who you are as a brand. Start wide with 25 to 30 ideas, then narrow it down to the top five that feel like they’re the most on point for your branding.

Make a list of words that describe how you want your brand to be perceived

Do you want people to think you’re innovative and cutting-edge? Or is it more important to be viewed as trustworthy and reliable? Come up with the ideal picture of how you want to be viewed in the market—it will tell you a lot about your brand.

Make a list of how you want people to feel when they see your logo

When people see your logo, how do you want them to feel? Do you want them to be excited and energized? Or do you want them to have a sense of calm relaxation? The emotions you want to elicit in your customers and audience will tell you a lot about your brand mission and goals.

Tip #3: Figure out the logo design elements that tell your brand story
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Once you’re clear on your branding, it’s time to use design to bring that story to life.
But how do you decide which design elements are the right fit for your brand?
You make a design inspiration board, of course.
Inspiration boards allow you to compile all of the things you find inspiring—whether it’s a painting or a color or a logo—in one place. Then, you can look for patterns. See a lot of blue? Probably means you should incorporate blue in your logo. Notice a lot of vintage-inspired design? A vintage-inspired logo should do the trick.
When putting together your inspiration board, feel free to pull inspiration from everywhere and anywhere. Then use what inspires you to pick out patterns. These can help you identify which design elements are important to you. They might include:

Logo type

                                         Abstract logo design by CostinLogopus

                                                  Mascot logo design by ET

                        Emblem logo design by Project 4 for The Little Baking Company

                                        Lettermark logo design by minimalexa

See if any particular kind of logo or graphic shows up multiple times on your inspiration board; that’s a good indicator of which direction you should head with your brand. If you want to learn more about logos and which would be the best fit for your brand, be sure to check out our article on the 7 types of logos.

Typography (e.g. fonts)

The font you choose for your logo can go a long way in reinforcing your branding. Take a close look at the typography that shows up on your vision board and you’ll notice the font choices typically mirror the theme and tone of the source material. Use these to choose fonts that feel true to your brand, like rounded fonts for a friendly feel, whimsical fonts if you’re going for playful and bold fonts for a more serious tone.

Color

Color is so important, and your inspiration board will likely have a few colors that reign supreme. Pay attention to those! The color palette you feature in your logo has a ton of influence on your audience and can help create specific emotions, feelings and actions. Want to instill a sense of trust with your audience? Use blue as your main color. Want people to think you’re sophisticated? Try black or gray. Want to get people to buy more? Red’s the way to go.

Style

                                             Vintage logo design by Bo Rad

                          Minimalist logo design by green in blue for Ark + Arrows

                                 Flat art logo design by akagii for Jellyfish Coffee

The overall style of your logo is just as important as the individual elements. Your logo style can help communicate your brand personality and let your customers know what to expect from you.
Take a look at the images and graphics on your inspiration board and note any themes. Got a lot of photographs from the 50’s and 60’s? A vintage design logo can help to create a retro brand vibe. Have a lot of sleek, modern furniture that brings you inspiration? Using minimalism in your logo will mirror that sleek effect. Is your inspiration board painted with the latest gadgets and technologies? Try a flat design—which forgoes complex design features like gradients, shadows and 3D elements for an overall more simple and straightforward effect (and has been the preferred style of the tech world for the past five years).

Tip #4: Get the whole gang involved
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                                             Logo design by Desana

Game-changing ideas don’t happen in a vacuum. Different people bring different perspectives and can offer fresh ideas to incorporate into your logo, so get the whole team involved in your brainstorm.
Try bringing in people from every department in your business; people from marketing will have different ideas than people from accounting or operations or customer service. All the unique perspectives can give you more insight into how others see your brand and what you ultimately want to incorporate into your logo.
Solopreneur? No problem! There are still plenty of people you can bring in to help you brainstorm your logo. Reach out to any groups you’re a part of, like a mastermind group or an industry-specific Facebook group, to see if anyone would be willing to bounce ideas with you. If you work with a mentor, ask for their input. Ask any contractors you work with, like a virtual assistant or web designer, what they would like to see in your business logo.
If you’re truly a one-person show, try reaching out to family or friends who have experience in business and marketing; they’ll be able to give you insight from a business perspective as opposed to a personal one.

Tip #5: Brainstorm with the end in mind
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                                            Logo design by BlindB

While you’re brainstorming, remember to keep in mind what you ultimately want to use your logo FOR. Make a list of any and every place you plan to use your logo, like your website, marketing materials or company merchandise. Then, make sure that your logo design will work across every medium, not just a select few.
Knowing where your logo is going to be used will help drive the design process. So, for example, if you know you’re going to be slapping your logo on a bunch of pens, you’ll need to make sure you can still make out all the elements of your design on that small scale.

Tip #6: Gather inspiration from the competition
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Use inspiration from your competition to propel you forward in your logo design. Logo design by Sheva

Look at who’s absolutely killing it in your market—the kind of company you aspire to be like. Then, look at their logo, and ask yourself:

• What’s working?
• What’s not?
• How can you apply what’s working to your own logo while staying true to your brand?

So, for example, let’s say you’re launching an ecommerce store selling baby products. You might notice that some of your competitors all use pastels in their logo. Or maybe they all feature a cartoon mascot. Whatever it is, you would take that common element and use it to inspire your logo design. Don’t rip off a full color palette or use the same mascot. Just use it as inspiration.

Tip #7: Think like your audience
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If you want to design an effective logo, you need to put yourself in your customer’s shoes. Logo Design by Brain Co. for StartUp Socks

When you’re designing your logo, it would behoove you to put yourself in the shoes of the person who’s going to be looking at it: your customer.
Pretend you’re a person in your target demographic and brainstorm a list of all the qualities that are important in a company you’d work with. Do you want to work with a company that’s reliable and delivers high quality customer service? Do you want to work with a fun, edgy brand that’s challenging the status quo?

Tip #8: Look for opportunities for subliminal messaging
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See that arrow? That’s what we call subliminal messaging. Well played, FedEx.

Sometimes the best logo design elements are the ones you don’t immediately see, like the arrow between the “e” and the “x” in the FedEx logo that subtly hints they’ll get your package to where it needs to go or the dash that looks like a smile in the Amazon logo which hints you’ll be happy with your customer experience.
Make a list of your brand values. Are you all about speed and efficiency? Or maybe your brand is focused on friendliness and accessibility. Whatever they are, brainstorm your brand values and give them to your designer; they can come up with imagery that matches those values and think of ways to subtly incorporate them into your logo design.

Tip #9: Trust your designer
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                           Avatar design by Nico Strike for Boboto Corp.

Once you have brainstormed who your company is, determined what styles or images you like, and figured out the qualities your customers are looking for, it’s time to find a designer and set them loose. A logo design contest will give you lots of options, or if you’d prefer to work one-on-one, make sure you choose the right designer for the job. But once you choose, trust the designer. Their job is to translate concepts into imagery. They might give you something you never thought of. And it might be awesome!
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With these logo brainstorming tips, you’re well on your way to designing a logo that will put your brand’s best face forward.