Color

Color can convey a message. It can change or emphasize the meaning of a word or image. The message a color sends varies from culture to culture. It is important for designers to understand their audiences' perception of color as part of the design plans.

**Vocabulary**
Color. Red, Green and Blue.
 * Hue**

Color purity.
 * Saturation**

Lightness or darkness of a color, depends on the amount of white or black added.
 * Value**

Amount of white added.
 * Tint**

Amount of black added.
 * Shade**

Use of a single hue, only the value of the hue changes.
 * Monochrome**

Adjacent on the color wheel and are harmonious.
 * Analogous Colors**

Opposite each other on the color wheel and contrast each other.
 * Complementary Colors**

Red, Orange and Yellow. Seem to advance in images.
 * Warm Colors**

Green, Blue and Violet. Seem to recede in images.
 * Cool Colors**

Based on the White Light Color System. Primary colors are Red, Green and Blue. Secondary colors are Cyan, Magenta and Yellow.
 * Additive Color**

Based on the Paint or Ink Mixture System. Primary colors are Red, Yellow and Blue. Secondary colors are Green, Purple and Orange.
 * Subtractive Color**

Stands for Cyan, Magenta, Yellow and Key (Black). Based on the subtactive color model. Used primarily in the printing industry.
 * CMYK**

**Symbolism of Color**
Depending on the culture, color can signify various emotions and meanings.

**Color in Design**
Color should support the message of an advertisement or Website. The use of color triads helps a designer build color schemes.