"Color Book for Everyone 1: Basics of Design and Color Matching" Reading Notes

1. The basis of all principles: no more than three colors

1. Understand colors: CMYK is a commonly used mode in printing; RGB is a color computer monitor, color TV, etc. The usage mode of the device; however, whether it is CMYK or RGB, it is the way the computer determines color. But the HSB mode is based on the human visual cells, which are the colors seen by the eyes. H (hues) represents hue, S (saturation) represents saturation, and B (brightness) represents brightness. In HSB mode, the values ????of S and B are both percentages, but H is the angle, that is, the hue is located on the hue circle. Angle

2. Adjacent colors, contrasting colors, and interval colors

2.1 Adjacent colors: Colors next to a certain color, such as blue and magenta next to purple, are considered purple. Adjacent colors (about 30°-90° apart on the hue circle)

2.2 Contrast colors: In the hue circle, the colors on opposite sides form contrasting colors (about 120° apart on the hue circle)

2.3 Interval color: Use another color in the middle of adjacent and strongly contrasting colors for fusion to make the color matching appear smooth

3. No more than three colors The combination refers to the combination of no more than three hues. More colors are not better, but less is better. The standard of measurement must still be based on correctly conveying the connotation. (Embellished colors should not be included)

4. The combination of three adjacent colors on the color wheel and the combination of three colors equidistant from each other (large differences, high recognition, often seen in advertising design ), the matching of split complementary colors

2. Be aware of: what are the main color, auxiliary color and embellishment color

1. The main color can determine the style of the entire work and ensure correct communication information. Each color has a profound cultural heritage. When a color becomes the protagonist, it can determine the cultural direction of the work.

2. Auxiliary colors make the picture rich and exciting, and make the main color more beautiful. The secondary color can be one color or several colors. The auxiliary object may be a color (main color), or it may be a feeling of image penetration (main image, main image, etc.)

3. Similar colors make the picture soft, contrasting colors are strong, and intervals are Color is somewhere in between. Depending on the protagonist and form, choose the appropriate auxiliary color.

4. The function of embellishment color is usually reflected in the details, most of which are scattered and relatively small in area. The characteristics of embellishment colors are: they appear more often; the color is very jumpy; it causes readability (guides reading); and it has a large contrast with other colors.

5. The main color is the trend that determines the style of the work; the auxiliary color is to make the work more perfect or richer; the embellishment color has the function of guiding reading, and is also decorative and auxiliary.

3. Understand color sets: treat images, patterns, text and charts as one color

1. Color is not an independent color block. The key lies in how to correctly understand "color sets" ” color tendencies in.

2. The color information in images (cases) is generally complex. The analysis method is very simple: when you squint your eyes, blur the image, and leave a color impression, which color is large in area, this color is the main color in the image.

3. Extracting colors from images is the simplest matching method.

4. As long as the text is no longer achromatic, treat the text as graphic objects. At this time, the words have exceeded the original connotation of carrying information. They are used as visual symbols to spread cultural connotations.

4. When you are uncertain: black, white, and gray are natural harmonious colors

1. When you clearly feel that one of the colors is too strong or too weak, All will need adjustment. For a certain purpose, the hue, purity, brightness and area of ??the color should be adjusted to achieve the harmony and unity of the color collection.

2. Area blending: achieve the purpose of blending by increasing or decreasing the area

3. Embellishment tone blending: blending isolated colors into each other to form a pattern process.

4. Mixing and blending: Sometimes we select two colors, but find that it is difficult to blend them together. At this time you can use mutual mixing and blending. I am in you, you are in me. This third color contains the properties of the first two colors.

5. Isolation and coordination: When the colors used in the picture are too strong or the colors are unclear (there are many pictures), you can use black, white, gray, gold, silver or the same color thread to separate the image. Each area is outlined so that it is both interrelated and isolated from each other to achieve unity and harmony.

6. Order and harmony: organize the colors to form a gradual, organized or equal and rhythmic picture effect.

7. Identical harmony: the harmony of the same hue, brightness, and saturation

8. Black, white, and gray are achromatic colors. White as a background color is often ignored by people; gray, as an auxiliary color, often plays a vital role; black is even more important. Any complex color relationship will be stabilized immediately with black.

5. Your bottom line is: similar or contrasting tones

1. When you have no idea, start with the color tone. You just need to recall what the design requirements are this time and sort out the keywords. Then start with the color tone. The color should have a direction, and then explore carefully within the general direction.

2. When the tone is unified to the effect of high brightness (low saturation), whether you choose a contrasting color or an analog color, it will look very harmonious (pay attention to the power of the color).

When the power of two colors is strong, the effect will be obvious even if it is not a contrasting color)

6. Use keywords to select the main color and understand our color emotions

1. Human Emotions are attached to colors: understand the difference between concrete colors and abstract colors

2. Emotions of color

Red

Positive: positivity, vitality, openness, passion , art, celebration, power, women, life

Negative: mature, dangerous, bloody, solidified, rational, revolutionary, fierce, feudal, death

Orange

Positive: sunshine, cheerfulness, family, warmth, memory, relaxation, daily life, activity, comfort

Negative: mystery, fantasy, elegance, fashion, reason, calmness, obsolescence

Yellow

Positive: sunny, relaxed, humorous, cheerful, lively, joyful, young, cheerful, open

Negative: noisy, cheap, unreliable, weak, unsturdy, immature

Green

Positive: nature, life, safety, freshness, tenderness, simplicity, pastoral, spring, peace, wildness

Negative: rustic, countryside, excessive Light, military, noble, unfashionable

Blue

Positive: rational, cool, intellectual, fair, precise, meticulous, oceanic, rigorous, business, formulaic

Negative: Loneliness, solitude, gloomy, strict, boring, sad, high-tech, harsh

Purple

Positive: Special, elegant, noble, expensive, female, solemn , sacred, mature, advanced, deep

Negative: useless, unfriendly, distant, pretentious, not relaxed, mysterious, fantasy, cold, too fashionable, unrealistic

Pink

Positive: ?Soft, feminine, elegant, sweet, high-end, spring, refreshing, sweet, cartoon

Negative: ?Weak, feminine, superficial, impetuous, pretentious, Useless, childish, infant

White

Positive: peaceful, empty, neat, clean, intellectual, simple, light, pure, open, medical

Negative : Nothingness, poverty, few, disappointing, plain, cold, space, still, boring

Gray

Front:? Elegant, artistic, low-key, simple, retro, traditional, high-end , formal, comfortable

Negative: conservative, depressive, boring, boring, irritable, sharp

Black

Positive: mysterious, coquettish, power, weight, solemnity , serious, formal, luxurious, high-end

Negative: pressure, male, violence, loneliness, silence, no affinity, crime, terror, dark, heavy, unclean

Any color, You can add yellow to make it warm, or add blue to make it cold

7. Use keywords to select the tone

Base tone (on the basis of pure color, add white or black)

Solid color

Positive, energetic, open, powerful, direct, healthy, children, enthusiasm, summer, thick

Low-grade, vulgar, superficial, fancy, hot, Intense

Solid main color (larger area) Secondary color with low saturation

Multiple solid color combinations

Bright color (solid white)

Peaceful, bright, refreshing, relaxed, young, simple, comfortable, sunny, innocent, clear, clean, open

No depth, impetuous, frivolous, weak, no position, cheap, childish

The combination of bright colors creates a sense of openness

The combination with complementary colors also creates bright and gorgeous colors

Light colors (bright colors, i.e. pure colors, white)

Slender and feminine , young children, innocent and romantic, soft, gentle, elegant, light, fairy tale-like, dreamy

Weak, unreliable, opinionated, useless, negative, cold, cold

Turbid color (pure gray)

Advanced, mature, stable, meaningful,

Simple, pastoral, stylish, calm, noble, modern

Slow, old, conservative, negative, muddy, useless, impractical

Mature and elegant

If the openness is not enough, consider using complementary colors to rescue

Light and turbid (light black, that is, solid white, white and black)

Urban, female, elegant, mature, adult, elegant, stylish, Elegant

Weak, passive, lack of energy, indifferent, lonely, impractical

Elegant and slow, urban tiredness

Dark color (solid black)

Powerful, practical, business, serious, simple, solid, stylish, deep, masculine, traditional

Too dark, too yin, old, coercive, severe, dirty

Business style

Similar color combinations will be restrained

8. Breakthrough form: extract color - analyze color - practical application

1. Extract color from pictures Finally, make the color more trendy. The adjusted colors can be called beautiful colors only when active creation is added.

2. From details to the whole, from local color analysis to color structure summary.

9. Break through the opposite color experience: from one end to the other

Steady: turbid tones, dark tones

Bright: bright tones, light turbid colors

Plain: light and turbid colors as the main color with bright colors

Gorgeous: solid colors, dark colors and turbid colors 5. Passion: solid colors plus complementary colors, more than three hues, with dark and black supplements

Plain: bright colors, white

Young children: light colors are the main color, with bright colors as a supplement

Old age: muddy colors, dark colors (reflecting family, bright colors, light colors Turbid colors)

Men: Dark colors are the main color, followed by turbid colors

Women: Girls - pink, magenta and purple; after 20 years old - bright colors are the main color, supplemented by light and turbid colors ; After 30 years old - mainly dark and turbid colors, with dark red, purple red and dark purple as common colors

Elegance: light and turbid colors, seasoned with bright and turbid colors

Lively: solid colors, bright colors, use complementary color combinations

Business: gray, orange, blue, white

Casual: light and bright colors

Simple: Gray

Refined: Turbid Color

Finally, here is my "color card":

Rename your color - red/blog /design/1372

Rename your color - orange article/blog/design/1374

Rename your color - yellow article/blog/design/1376

Rename your color - Green/blog/design/1378

Rename your color - Blue/blog/design/1380