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• 1 2016-10-18T12:26:14-07:00 Colors 78 plain 2016-12-07T13:40:33-08:00 There are infinite ways to organize the relationships that bind individuals and publications within the sphere of the avant-garde. In this exercise we have chosen to identify where we find specific shapes, colors, and font structures across different artists and works. Within that investigation we study the purpose that these specific elements can carry.

  THE MEANING OF COLOR

  
  "Color in design is very subjective. What evokes one reaction in one person may evoke a very different reaction in someone else. Sometimes this is due to personal preference, and other times due to cultural background. Color theory is a science in itself. Studying how colors affect different people, either individually or as a group, is something some people build their careers on... Something as simple as changing the exact hue or saturation of a color can evoke a completely different feeling." - Cameron Chapman

  
  Warm Colors

  
  Warm colors include red, orange, and yellow. These are the colors of fire, of fall leaves, and of sunsets and sunrises, and are generally energizing and passionate.
  
    

  
  RED (PRIMARY COLOR)

  Red is a very hot color. It's associated with fire, violence, and warfare. It's also associated with love and passion. Red is associated with Communism. Red can actually have a physical effect on people, raising blood pressure and respiration rates. Red can be associated with anger, but is also associated with importance (think red carpet at awards shows and celebrity events). Red also indicates danger (the reason stop lights and signs are red, and that most warning labels are red).
  In design, red can be a powerful accent color. It can have an overwhelming effect if it’s used too much in designs, especially in its purest form. It’s a great color to use when power or passion want to be portrayed in the design. Red can be very versatile, though, with brighter versions being more energetic and darker shades being more powerful and elegant.
    
  
  Orange is a very vibrant and energetic color. In its muted forms, it can be associated with the earth and with autumn. Because of its association with the changing seasons, orange can represent change and movement in general.Because orange is associated with the fruit of the same name, it can be associated with health and vitality. In designs, orange commands attention without being as overpowering as red. It’s often considered more friendly and inviting, and less in-your-face
   

  YELLOW (PRIMARY COLOR)

  Yellow is often considered the brightest and most energizing of the warm colors. It’s associated with happiness and sunshine. Yellow can also be associated with deceit and cowardice, though (calling someone yellow is calling them a coward).Yellow is also associated with hope, as can be seen in some countries when yellow ribbons are displayed by families who have loved ones at war. Yellow is also associated with danger, though not as strongly as red. In designs, bright yellow can lend a sense of happiness and cheerfulness. Light yellows also give a more calm feeling of happiness than bright yellows. Dark yellows and gold-hued yellows can sometimes look antique and be used in designs where a sense of permanence is desired.
   

  Cool Colors

  
  Cool colors include green, blue, and purple, are often more subdued than warm colors. They are the colors of night, of water, of nature, and are usually calming, relaxing, and somewhat reserved.
  
  

  GREEN (SECONDARY COLOR)

  Green is a very down-to-earth color. It can represent new beginnings and growth. It often carries an environmental message. It also signifies renewal and abundance. Alternatively, green can also represent envy or jealousy.
  
  Green has many of the same calming attributes that blue has, but it also incorporates some of the energy of yellow. In design, green can have a balancing and harmonizing effect, and is very stable. It’s appropriate for designs related to wealth, stability, renewal, and nature. Brighter greens are more energizing and vibrant, while olive greens are more representative of the natural world. Dark greens are the most stable and representative of affluence.
  
  

  BLUE (PRIMARY COLOR)

  Blue is often associated with sadness. Blue is also used extensively to represent calmness and responsibility. Light blues can be refreshing and friendly. Dark blues are more strong and reliable. Blue is also associated with peace, and has spiritual and religious connotations in many cultures and traditions (for example, the Virgin Mary is generally depicted wearing blue robes).
  The meaning of blue is widely affected depending on the exact shade and hue. In design, the exact shade of blue you select will have a huge impact on how your designs are perceived. Light blues are often relaxed and calming. Bright blues can be energizing and refreshing. Dark blues are excellent when strength and reliability are important.
   

  Neutral Colors

  
  Neutral colors like Brown often serve as the backdrop in design. They’re commonly combined with brighter accent colors. But they can also be used on their own in designs, and can create very sophisticated layouts. The meanings and impressions of neutral colors are much more affected by the colors that surround them than are warm and cool colors.

  BLACK

  
  Black is the strongest of the neutral colors. On the positive side, it’s commonly associated with power, elegance, and formality. On the negative side, it can be associated with evil, death, and mystery. Black is the traditional color of mourning in many Western countries. It’s also associated with rebellion in some cultures.
  
  Black is commonly used in edgier designs, as well as in very elegant designs. It can be either conservative or modern, traditional or unconventional, depending on the colors it’s combined with. In design, black is commonly used for typography and other functional parts, because of it’s neutrality. Black can make it easier to convey a sense of sophistication and mystery in a design.
   

  Summary:

  • Red: Passion, Love, Anger
  • Orange: Energy, Happiness, Vitality Yellow:Happiness, Hope, Deceit Green: New Beginnings, Abundance, Nature
  • Blue: Calm, Responsible, Sadness
  • Purple: Creativity, Royalty, Wealth
  • Black: Mystery, Elegance, Evil Gray: Moody, Conservative, Formality
  • White: Purity, Cleanliness, Virtue
  • Brown: Nature, Wholesomeness, Dependability
  • Tan or Beige: Conservative, Piety, Dull
  • Cream or Ivory: Calm, Elegant, Purity
  Source: https://www.smashingmagazine.com/2010/01/color-theory-for-designers-part-1-the-meaning-of-color/