Color in Design: How we see it. Why some colors work better than others.
- Holly Embry
- 6 days ago
- 12 min read
by Holly Embry
Have you ever wondered why some colors are soothing? Some are too intense and some seem to repulse you at the slightest glance? There is a reason for that. How we perceive color and how to use it in design is what we will discuss.
SCIENCE OF COLOR
Light Color
Light is a form of energy that travels in electromagnetic waves. It is the only form of electromagnetic radiation that is visible to the human eye. Light is produced by various sources including the sun, light bulbs, electronic displays, and even fire. It plays a fundamental role in our perception of the world around us. Our eyes do not differentiate between individual wavelengths, but rather have receptors that react to red, green, and blue light.
The wavelength of light visible to humans ranges from short at about 400 nanometers (nm) for violet light to long at about 700 nm for red light.
Color is reflected light
Light is the stimulus for color perception. We can perceive the color of an object through the reflection of light. When light hits an object, some of the light is absorbed while some is reflected. When we see a red apple, for example, the apple reflects more long wavelengths than middle or short wavelengths. Our eyes send a signal to our brain that interprets the distribution of wavelengths from the visible spectrum and leads to our perception of red. Since we are seeing red light reflected from the apple, the light source itself must contain red wavelength light. Without any red-light wavelengths in the light source, the apple would not look red.
How We See Color and Why We Need Spectrophotometers
Have you ever disagreed with a friend, family member or colleague about the color of an object? If so, you’ve experienced how subjective color can be. There’s a complex science behind color perception, and multiple factors that impact how we see. However, consistent product colors can be a critical part of a company’s success and not accounting for these differences could be a costly mistake.
We see color thanks to photoreceptor cells in the retinas of our eyes that transmit signals to our brains. Highly sensitive rods allow us to see at very low light levels – but in shades of gray. Color can be created by combining or removing light. To see color, we need brighter light and cone cells within our eyes that respond to roughly three different wavelengths: Short (S) – blue spectrum (absorption peak ~ 445 nm), Medium (M) – green spectrum (absorption peak ~ 535 nm), Long (L) – red spectrum (absorption peak ~ 565 nm).
Mixing colors together
Additive and subtractive color mixing are two different ways of combining colors to create new ones.
Additive color mixing is used when working with Light. If different colored lights are combined, they create a new color. For example, when red, green, and blue lights are mixed in equal amounts, they create white light. Adding fewer colors or reducing the intensity of the combined colors will result in different shades and hues. This is how computer monitors, televisions and other electronic displays create color.
Subtractive color mixing is used when working with Pigments that include inks or dyes. If different pigments are mixed, they subtract wavelengths of light, and the result is a new color that is a combination of the remaining wavelengths. For example, when cyan, magenta, and yellow pigments are mixed in equal amounts, they create black. Adding fewer colors or reducing the amount of combined colors will result in different shades and hues. This is how printers create color.
A Rainbow of possibilities
Looking at the rainbow (or spectrum)—which supposedly represents all the colors—we are bound to think, "But I can see many more colors than just what's in a rainbow." Where's pink, olive and salmon, for example? The answer is that bubblegum pink is about 255 parts red, 192 parts green and 203 parts blue. So, our eye/brain system is able to perceive more colors than just what's in the rainbow by mixing the signals from the retina's red sensitive, green sensitive and blue sensitive receptors. In fact, a crayon box that had all the colors we can see would include 10 million crayons!
This is a simple theory of color perception, known as the trichromatic theory. It is as though the cone signal strengths from the three different types of cones go to a look-up table in the brain where, depending on relative strength of these color channels, a particular color is perceived. Trichromatic theory, also called Young-Helmholtz after the researchers who developed it, was only confirmed in the 1960s, which means this level of detail in understanding wavelengths and colors is only 60 years old. Isaac Newton, Aristotle, Johann Wolfgang von Goethe, and J. C. LeBlon are four names whose research had a great influence on our modern understanding of color.
“if the Sun’s Light consisted of but one sort of Rays, there would be but one Color in the whole World” – Newton
COLOR PERCEPTION, DESCRIPTION, DISORDERS, AND COMPLEMENTS
Colors don't always look the same under different light sources - To add another complication to color perception, a phenomenon called "metamerism" can also affect the way we perceive color. Metamerism occurs when you compare two objects that appear to be the same color under one light source, but when the light source changes, it is revealed that the colors are actually different.
Metamerism in action - Metamerism can be a big headache for designers, retailers, manufacturers and consumers alike. For example, you take a throw pillow to your local paint store so you can match color samples to the fabric. You find the "perfect" match, buy the paint, brush it onto your walls at home and then suddenly...the color is all wrong! What happened? The light in the paint store was probably different than the light you have in your home and the sample no longer matches your pillow in the new light conditions.
Contrast affects our perception of color - A color can appear different based on its immediate surroundings. Contrasting levels of color saturation can also affect color perception, where the dominant color may be seen as a reference to which other colors are compared. Contrast affects hue, brightness, and saturation. The color around an object can make the object appear to be a different color.
Colors by words - When we have to describe a color, we are using words to convey something that is a visual stimulus. Our individual experiences with color affect what we think of when hearing or reading color descriptions. Because of this, conveying colors through words will always be an error-prone task. If a picture is worth a thousand words, the same is true for color.
How blue is your sky? Which of these 4 is sky blue? See how our ability to describe a color can vary widely.
Can people see the same color differently?
Some of us are born with different combinations of photoreceptors. This can prevent us from seeing parts of the color spectrum. Humans have four kinds of photoreceptor (1 rod to detect light and 3 cones to detect color) that work together so we have the ability to perceive color. A genetic lack of one or more of these photoreceptors results in an incomplete signal sent to the brain. These genetic differences are classified as color spectrum deficiencies. Depending on which photoreceptors are missing, the deficiency will manifest differently. A lack of certain photoreceptors leads to specific color vision deficiencies or color blindness:
Deuteranomaly: reduced sensitivity to green light Protanomaly: reduced sensitivity to red light
Tritanomaly: reduced sensitivity to blue light Monochromacy: can only see shades of black, white and gray
Perception of color depends on how an object absorbs and reflects wavelengths. Human beings can only see a small portion of the electromagnetic spectrum, from about 400 nm to 700 nm, but it’s enough to allow us to see millions of colors. Physical or environmental factors and personal differences between viewers can alter our perception of color.
These factors include physical: light source, background, altitude, noise; personal: age, medications, memory, mood.
If your job depends on achieving the right color again and again, relying on human eyesight alone won’t work. That’s because there are factors beyond our control that dictate how we see color.
Most of us learned about the color wheel back in elementary school and may recall that complimentary colors—those directly opposite one another—look good together. Traditionally, these are red and green, yellow and purple, and orange and blue. But the dynamics behind these bold pairings aren’t just a trick of the creative imagination, it turns out. Science is at play. Complementary colors are especially pleasing to the eye because different types of photoreceptor cells, which contribute to color vision, perceive different types of light in the color spectrum. To put this to the test, try staring at a sheet of blue paper for a few minutes. Then, quickly look at a white wall. You’ll see a faint orange afterimage—blue’s opposite color. That’s because the cells in your eyes became fatigued, slightly suppressing the visual spectrum you’ve been staring at. What you perceive on the wall is the white spectrum of light, minus a tiny bit of blue, which your brain processes as orange.
Color Theory: Exploring the Harmony of Complementary Colors
The top row shows primary colors and their secondary complementary color; the second row shows secondary colors and their tertiary color complementary colors. Complementary colors are pairs of colors that sit opposite each other on the color wheel. The “main” complementary colors consist of a primary color (red, blue, or yellow) and a secondary color (green, orange, and violet) Complementary colors are: Red and Green, Blue and Orange, Yellow and Violet. Those listed above are the most common complementary colors that you will hear about, however, when you spin the color wheel a complementary pair is any two colors opposite from each other. So the other complements you can have using a specific color wheel are the following: Red-orange & Blue-green, Red-violet & Yellow-green, Yellow-orange & Blue-violet.
Reasons Artists Use Complementary Colors
1. Create Contrast: Complementary colors provide the highest contrast level when placed next to each other. This contrast can help elements in the painting stand out and create a visually dynamic composition.
2. Enhance Depth and Dimension: By using complementary colors in highlights and shadows, artists can create the illusion of depth and three-dimensionality in their paintings. The contrast between warm and cool tones can make objects appear more lifelike and give the impression of light and shadow.
3. Evoke Emotion: Different color combinations can evoke different emotional responses in viewers. Due to their high contrast, complementary colors often create a sense of tension or excitement. Artists may use this to convey a particular mood or atmosphere.
4. Harmonize Color Schemes: Incorporating complementary colors into a painting can help balance the color scheme and create visual harmony. Many artists have created beautiful pieces using complementary colors,
5. Add Visual Interest/Focus Attention: The artist can cause the viewer to focus on certain objects due to color choice. Contrasting complementary colors can create intriguing optical effects and patterns that draw the viewer's attention.
THE PSYCHOLOGY OF COLOR
The most important aspect of color in daily life is probably the one that is least defined and most variable. It involves aesthetics and psychological responses to color and influences art, fashion, commerce, and even physical and emotional sensations. Many languages contain expressions that use color metaphorically (common examples in English include “green with envy,” “feeling blue,” “seeing red,” and “white lie”) and therefore cannot always be translated literally into other languages because the color may lose its associated symbolic meaning.
Color symbolism serves important roles in art, religion, politics, and ceremonials, as well as in everyday life. Its strong emotional connotations can affect color perception. Also, people who view a display of unusual colors produced by special illumination may experience headaches and nervous disorders; tasty wholesome food served under such conditions appears repulsive and may even induce illness; while some other colors give a feeling of pleasure in the observer.
The Psychological Effects of Color in Advertising
It’s no surprise to anyone that humans, deep down, are inherently visual creatures. We go about our lives focused on the task at hand, but the second we see a pretty picture, we’re inevitably doomed to distraction. The photo you may have clicked on to reach this article is a perfect example of that.
How Long Do I Have to Make an Impression?
Imagine you’re scrolling through your social media feed. At some point, you’ll see an ad from a new artist, whom you skip. How long did it take for you to make that decision? Precisely. In most cases, you have 2-3 seconds to create a lasting impact on your audience. Now imagine you’re scrolling again. Eventually, another ad from that same new artist pops up – only this time you pause. Something about it feels… different. You feel good, perhaps even pleased at the sight of it… so you click on the link. This is precisely the effect that you want.
So, what was different? In the end, it all boils down to psychology. Since we are speaking in hypotheticals, it could have been any number of imagined scenarios… but there is one factor that we simply must highlight for you:
The psychological effects of color play a huge part in successful advertising.
NOT ALL COLORS ARE COMPATIBLE
You know that feeling you get when you see a particular posted ad and it just feels “off?” The colors do not work with each other; the arrangement of items doesn’t work either. There’s the sense that something is innately wrong. Clashing colors can really throw off a viewer’s experience leaving them with a bad impression, both consciously and unconsciously and can prevent potential customers from understanding your message which could lead them to entirely dismiss your product. Now clashing colors are not simply colors that don’t fit into a formula within the color wheel; but may lack cohesion due to the colors’ intensities and undertones among other things.
Color Intensity and Undertones
For example, you may create clashing colors by pairing soft and smoky purple with a bright, vibrant, and electric green. It’s not exactly the colors that clash; the varying levels of intended intensity do not go or relate well together. Think of color intensity as vibrancy and saturation. When they clash, the intensity sets up two contrasting moods.
For the undertone component, it is better to look at the emotional intent of the piece. If you enter a space with all cool colors, soft tones of blue, grey, and white, it doesn’t work to put a hot, fire-lipstick red focal point or a neon-yellow accent. The two different undertones clash because of the dominating but opposite tones they provide.
Here are a few quick tips that will help to avoid a bad ad:
Contrast is Key: Ensure text stands out against the background for readability.
Use Complementary Colors: Use tools to find harmonious palettes instead of clashing ones.
Consider Color Psychology: Ensure the emotion associated with the color aligns with the brand.
Test in Context: View ads on different screens and in different lighting to ensure the colors are not distorted.
Use Grounding Neutrals: Use black, white, or beige as a buffer to make bold colors work together.
BAD PAIRINGS
Colors are powerful and they subconsciously effect the choices we make each day. Using color in design not only means knowing what colors to use but knowing what colors NOT to use. Avoid making these color mistakes in your advertising:
7 Deadly Color Combinations to Avoid In Your Advertising
Different color combinations work well for different purposes. However NOT every color combination is good for advertising. The most important thing in every advertisement is good readability. If your advertisement message is too difficult to read, nobody will. In fact, many people no longer read ads, they scan them. Therefore, in order to catch your readers’ attention, you need to create easily readable designs. Here are a few of the color combinations you should avoid:
1. Green and Yellow - Since yellow and green are too close together, this color combination can be too difficult to read. There is a lack of contrast that arouses interest. Your ad will simply go unnoticed.
2. Green and Purple - Although it is possible to make interesting and eye-catching designs from green and purple colors, purple text on a green background may be just too difficult to read. Therefore, mix it up with white, gray and black or use tints and shades to reduce brightness. This is a color combination you need to avoid.
3. Light colors on a light background - Yes, they look nice but are too difficult to read. Unless you want to hide some information from your advertisement readers, don’t use a combination of light-colored text on a light background.
4. Primary colors/Neon colors - Although they look eye-catching, they will tire and irritate your reader’s eyes. (unless you’re Best Buy / yellow and blue).
5. Colored and textured background - Don’t put text on a bright colored and textured background or it will be unreadable. Turn down the opacity or place your text in a separate box with a light background to make sure it’s readable.
6. Blue and red - There are many situations when blue and red color combinations work great together, but not for the texts. Both colors are so strong that they clash terribly.
7. Dark backgrounds - Unless you have a good reason, avoid putting red, blue or purple text on a black background, because they are very hard to read.
Moreover, try to avoid putting white text on a black background, too. As mentioned earlier, readers either read or scan texts. Before you decide to use white text on a dark background consider if your readers will scan or read the text.
There are a few situations when advertisers deliberately put a white text on a dark background. For example, if they put some legal information in their advertisement. In this case, some marketers deliberately put white text on a black background and make the text particularly small to reduce the readability even more.
CONCLUSION
Color is one of the most-remembered elements of your brand and can make a big impact on how it is perceived. Each color relates differently to the colors around it. Each color also raises particular emotions and associations. So when choosing your colors for a brand or your next advertisement, keep in mind what makes for a good color relationship – and you’ll be on your way to a great campaign.
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