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Файл:Color Theory. Tutorial
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Matching of cool colors shows stronger contrast than warm colors.
The contrast effect depends on brightness and lighting. Weak lighting
enhances the contrast effect, while strong lighting reduces the contrast.
If you analyze less saturated colors (light or dark), a greater contrast effect
occurs comparing with saturated colors. The saturation contrast is also
visible when comparing achromatic colors with chromatic ones. On a black
or dark gray background, the color tone is perceived as less saturated. On
a white or light gray background, it is more saturated (figure 10c).
Simultaneous contrast depends on visual induction. The light
irritates not only the part of the retina on which it falls, but also neighboring
ones, changing their reaction in one direction or another.
Simultaneous light contrast
Artists often encounter phenomena of light contrast. A light spot on
a dark background seems lighter, and a dark spot on a light background is
darker than it actually is. In this case, a light (or dark) spot (it is also
a reacting field) changes the lightness more noticeably than the surrounding
background (figure 10d, e, f). The effect of simultaneous light contrast
weakens at excessively high brightness. There is no contrast (very little
contrast) at low or high differences in brightness. (figure 10e).
Simultaneous light contrast depends on the area size of the compared
tones. The smaller the reactive field, the stronger it is illuminated.
Figure 10d shows that gray spots appear at the intersection of the white lines
separating the black area.
The contrast also depends on the configuration of the contacting
areas. A circle, a ring, a square or a letter on the same background under
equal lighting conditions have different contrast degrees. The degree of the
contrast decreases as the distance between the contrasting fields increases.
The contrast appears not only in the darkening or brightening of
the contacting areas, but also in the apparent change in their size. A light
spot on a dark background seems larger, while a dark spot on a light
background seems smaller (figure 10d).
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a b
c d
e f
Fig. 10. Color contrast: a, b, c are simultaneous color contrast;
d, e are simultaneous light contrast; f is edge contrast
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Boundary contrast
This phenomenon occurs at the boundary of two adjacent color
tones. For example, yellow color at the boundary of contact with red
acquires a greenish tint, and the effect weakens away from the red color
(figure 10b). The area of the reacting field influences the appearance of
the boundary contrast. If the area of the reacting field is small relative to the
surrounding field, no boundary contrast arises. These phenomena arise if
the contrasting colors are located directly next to each other.
Sequential contrast
If you first look at one color tone and then at another one, a color
shade of the second tone will be unusual. It is explained by residual irritation
of the retina when perceiving the previous color tone, since color and light
sensations continue for some time, and the previous color tone is already
disappeared from view (see section 4).
Sequential contrast can also cause the reproduction of the shape of
the previous color tone. However, the phenomena of sequential contrast
occur only when perceiving saturated colors. Low-saturated colors do not
cause this type of contrast.
Mach band effect
Figure 10f presents different brightness at the edges of two color
areas. The boundary part of the dark area becomes darker, and the light area
becomes lighter. If you close any field with a sheet of paper, the impression
of unevenness will disappear.
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LECTURE QUESTIONS
boundary contrast
пограничный контраст
cool color
холодный тон цвета
light sensation
световое восприятие (ощущение)
Mach band effect
эффект полос Маха
residual irritation
остаточное раздражение
retina
сетчатка глаза
saturated color
насыщенный цвет
sequential contrast
последовательный контраст
simultaneous contrast
одновременный контраст
visual induction
зрительная индукция
warm color
теплый тон цвета
1. What is contrast?
2. What types of contrast do you know?
3. How does simultaneous color contrast occur?
4. How does lighting affect the color contrast?
5. What is light contrast?
6. Describe the phenomenon of boundary contrast.
7. Does the phenomenon of sequential contrast occur when perceiving
low-saturated colors?
8. What is the Mach band effect?
LECTURE VOCABULARY LIST
8. PRINCIPLES OF COLOR SELECTION
Color selection
Colors can speak. They can convey the attitude, feelings and mood
of people.
To convince people that you are their soulmate, choose colors from
the same color palette as them.
To show yourself as a creative, dynamic and modern person, choose
colors that are inherent in a higher color profile.
To demonstrate your reliability, positivity and inspire confidence,
choose colors that match a lower color profile.
Every year, the largest companies and the smallest manufacturers
spend millions of dollars and thousands of work hours trying to figure out
which color will make the buyer pay attention to their product.
The companies that can influence the buyer using colors achieve success in
the market.
If you can understand the main principles of color selection, you can
use them in your life and business.
Brand identification
We are all well oriented by colors. We can find the right product
without even knowing how to read. Guided by color memory, it is easy to
navigate in a supermarket, pharmacy or department store cosmetics section.
Brand identification by color is a natural reaction of the human mind,
the ability to sort and categorize. Very often we recognize objects by color,
and this happens so quickly that we do not even have time to realize our own
actions.
Can you imagine what would happen if color disappeared from our
lives? How difficult it would be for us to make a choice?
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In the United States, brand identification by color has its origins in
the distant past. Van manufacturers painted their products in their own
unique colors. After that, agricultural equipment producers started using
colors to associate their brands.
When a new company plans to launch a new product, brand color is
one of the most responsible marketing decisions. At this stage, a new color
is required. However, well-known companies prefer not to make radical
decisions. Modern brands use calm colors. They attract the attention of
a large number of buyers. Trademarks rarely use fancy colors like
chartreuse. Let us think about primary colors and their combinations. Red
and blue colors attracted giants such as Coca, Pepsi, IBM, Philip Morris, etc.
Manufacturers use color signals to help shoppers navigate a world of
products with different features and prices. This approach is used to highlight
certain properties of products and intensify the buying process. Certain
colors attract certain buyers.
Assortment dominance
Assortment dominance means offering a product in so many different
varieties that you become the main seller of that product in your market,
whether you are a seller or a manufacturer of a product at a certain price.
A wide range of colors gives the buyer a choice. However, as a rule,
this choice is limited to colors from the modest color palette, because
the majority of the population likes these colors.
Trade margin
The trade margin due to the product color is intended for especially
“advanced” buyers, i.e. for people who are ready to spend more money. And
this is exactly what sellers and manufacturers are striving for. But it is very
difficult to win back a part of the market, and time plays an important role
here.
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Buyers are well aware of the trade margin for color when buying
a car or home equipment.
Feedback
Feedback plays a very important role for production analysis.
As soon as the main item (like a car) starts selling in a new color scheme, the
manufacturers of related products (like floor mats) must either rebuild or
die. Because their products are sold only with the main item in which the
buyer is investing. That is why, as soon as Macintosh colored computers
appeared on sale, Epson immediately began to produce printers in a color
case. Apple took the leading position in this situation. But the buyer won
this game.
Like assortment dominance, feedback is used to satisfy the needs of
the buyer. Following the leader is quite expensive. If a leading manufacturer
releases a new color, related product manufacturers should use the same
color.
But the buyer does not deceive the manufacturer's expectations. If
we are talking about a color leader, then when buying a dominant item
(computer, car) of a completely new, fashionable color, he will want to have
other accessories that are in harmony with the color of the dominant.
The buyer who likes modest colors will buy the main item in a more
acceptable color for him, but when choosing accessories, he may decide to
take more risks, since this will not be associated with significant costs. But
color neutrals should be sure that the manufacturer always has in stock
products of traditional, familiar colors.
Product differentiation
Unlike underlining certain properties, where color signals are
designed to evoke some associations in the buyer, product differentiation
focuses on an arbitrary choice of colors. It simply assigns different colors to
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different products. For example, in the store you can find milk of various fat
contents. Manufacturers produce such milk in bags of various colors so that
you can put the product you need in your basket without hesitation.
Color selection in everyday life
Throughout the history of mankind, people have used color as an
identification mark, a distinctive feature. They chose certain colors for coats
of arms, flags and fancy dress. By color it was possible to unmistakably
determine their origin. For example, purple color was the privilege of
royalty. The emperors of the East could use purple not only in clothes, but
in everything else–for flags, coats of arms, furnishings, paintings, even for
painting frames. But it was forbidden to use this color by ordinary people.
And over time, the use of gold became the privilege of rich people.
In our time, color continues to be used to emphasize certain people
predilections.
Surely you have noticed that at such events as holidays everyone is
dressed in the same, bright, T-shirts that are noticeable from afar. People
use color characteristics without even thinking about what they are doing.
In order to emphasize certain aspects of your personality or
character, you can use color enhancement. Here are some tips:
1. If you want to give the impression of an energetic person, use
bright colors, especially reds, oranges and yellows.
2. If you want to appear serious and businesslike, choose dark blue,
dark gray and black tones. If your interlocutor is less conservative in
the selection of colors, you can afford dark green and wine-red tone.
3. To create an atmosphere of urban chic, you can use traditional
black color. Khaki and cream are also suitable for this purpose.
4. You decided to demonstrate that you are in step with fashion and
are not afraid of anything new. To do this, you need to dress in the colors
favored by the color leaders. Determine the strength of your signal.
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The stronger your signal, the larger area you should use the leader colors.
To weaken the signal, use the leading colors only as accents.
5. You are a woman who has decided to attract a man. Use black or
raspberry for a sexy look. This strategy is suitable for seducing young men.
If you're talking about an older person, soften your signal by wearing cobalt
or pink color in a variety of hues.
Most buyers use assortment dominance to make their lives more
diverse.
Trading margins are also related to everyday life. Very often, people
who would like to change their social status buy themselves clothes or other
goods in new, more luxurious colors.
Another way to provide a psychological shake-up is feedback.
Women use this strategy more often than men.
Women believe that things bring more satisfaction to the owners
when they fit together. Wardrobe and furnishings should be in harmony with
each other in color.
People often use a differentiation strategy in business and everyday
life. Differentiation strategy focuses on color coding.
Many of the above strategies are used by people automatically. They
have become second nature to us. At some level of consciousness, we
understand that color changes our lives, cheers us up, transmits certain
signals and helps to organize our work better. Since color is a completely
natural part of our lives, most people use it without thinking or planning
anything.
Color selection in business
If you go to a job interview, you should remember that
the traditional colors associated with color neutrals speak of business and
seriousness. They are perfect for this kind of situation. So your choice is
limited to dark blue, dark gray and black. In such tones, you will seem
serious and professional to a potential employer. Try to assess the firm's
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requirements by reviewing the firm's documents, talking to the people who
work for the firm, and so on. If the firm has a not too formal style, you can
take a chance on colors from the range of modest colors - put on khaki,
cream, dark green. You can also introduce slight accents of red or burgundy.
If you have to meet with those who will work with you, dress in a
businesslike way, but slightly soften the shades. Recently, more and more
companies are moving from an authoritarian way of managing to a team,
collective style of work.
However, if you are in marketing, advertising, sales or design, then
the colors inherent in the color leader will show that you are following
fashion trends and keeping up with the times. But at the same time, you
should show that you follow fashion, and are not its blind slave. Use the
shades of the color leader as accents - for scarves, ties or personal accessories
such as pens or cell phones. This way you will send the desired signal, but
soften it slightly.
If you are a programmer and you are interviewing at one of
the companies or you are a professor of physics and get a job at a university,
the main thing for the employer is your brains. In this situation, you may not
think too much about the color of your suit, since it will most likely not be
noticed during the interview.
If you are accepted and have to meet future colleagues or go out to
buyers or you are presenting a serious project, you should look businesslike.
When you're trying to convince a client to partner with you or buy
something from you, you need to appear “approachable.” To do this, it is
better to soften the color scheme. To signal that the product, service, or idea
you are offering is new, exciting, and different, you can amplify your signal
with accents. For example, it's a good idea to offer documentation
containing new information in the leader color folders.
In business women's clothing, preference should be given to various
options for stripes and checks in gray and gray-blue tones. Fabrics with the
image of flowers, as well as with all sorts of abstract patterns, are rejected.
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