Color Theory Primer Part 3: Basic Color Terms

The third part of the Brandcurve Color Theory Primer will provide simple definitions to some terms commonly used to refer to color. Several of these terms can be confusing. I hope these definitions help to simplify the terms.

Warm Colors

Warm colors are found between red and yellow on the color wheel and are thought to remind people of daylight, sun, fire or “warmth”. Warm colors are considered to advance and should be used for elements that you want to stand out in a design. In the color wheel below, the colors between yellow-green and red could be considered warm.

Cool Colors

Cool colors are thought to remind people of night, water or “coolness”. Cool colors are through to recede and should be used for elements that you want in the background of your design. In the color wheel above, the colors between violet-red and green could be considered cool.

Hue

Hue is the basic property of color which is caused by different wavelengths of light creating what we visually see as color.

Saturation

Saturation is affected by light. The same color can look different at different times of day because of the way the light that reflects off of it changes. At some times the color will look much brighter or vibrant (higher saturation) while at other times it will appear darker or “grayer” (desaturated).

Value/Brightness

Value or brightness tells us how close a color is to white or black. In other words, it tells us how light or dark a color is. Colors with higher values are closer to white while those with lower values are closer to black.

Tint

When white is added to a color, a lighter version of that color is produced called a tint of the original color.

Shade

When black is added to a color, a darker version of that color is produced called a shade of the original color.

Check back within the next day or so for Part 4 of the Brandcurve Color Primer: Color Models or subscribe to the Brandcurve feed, so you won’t miss any color branding lessons.

Follow the links to read more of the Brandcurve Color Theory Primer:

• Part 1: The Color Wheel
• Part 2: Color Harmony and Context

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