Asa Sherrill. Color Communication

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Color Communication

tion

Ever stop and think what exactly makes up our everyday experi-

ences? On the surface level, before shapes and curves, the visu-

al world is made up of a series of intersecting colors, a mon-

tage of overlapping hues. A color means little when seen by

itself, but when paired with any number of the infinitely pos-

sible colors, a whole new experience develops. Suddenly,

as if already implanted in our brains, there is meaning

behind the color; it communicates to us. Designers

make use of color in their work, not randomly, but

selectively, to portray a desired experience, or to

evoke certain emotions. The rest of this book

describes some of the uses and aspects of color,

from specific strategies to a look at cultural, per-

ceptual, and conceptual views of colors.

Communicating with Color

1 Color Strategies, the basics

The Primary Triad

Complimentary Colors

A Monochromatic Scheme

5 Salads, color palettes

Blood Oranges

Olive Salad

Tropical Salad

9 E’s, the meaning behind colors

Early and Evening

Energy and Electricity

Entertainment and Education

Color Strategies, the basics

The Primary Triad 2

Complementary Colors 3

A Monochromatic Scheme 4

1 a (1) : the science and art of employing the politi-

cal, economic, psychological, and military forces of

a nation or group of nations to afford the maximum

support to adopted policies in peace or war (2) :

the science and art of military command exercised

to meet the enemy in combat under advantageous

conditions b : a variety of or instance of the use of

strategy

2 a : a careful plan or method : a clever

stratagem b : the art of devising or

employing plans or stratagems toward

a goal.

3 : an adaptation or complex of adaptations (as of

behavior, metabolism, or structure) that serves or

appears to serve an important function in achieving

evolutionary success <foraging strategies of

insects>

strat·e·gy

the rudiments of color interaction

The color wheel is made up of six colors: the

primary colors, seen here (red, blue, and yel-

low), and the secondary colors (purple,

green, and orange). A triad consists of any

three colors occurring simultaneously: anal-

ogous triads, secondary triads, etc.

The important thing to keep in mind when

thinking of the primary triad is that different

saturations and intensities and the three pri-

mary colors still apply. The smaller versions

of the square show some explorations

involving different saturations and intensi-

ties.

The Primary Triad

Compliments, when it comes to colors,

can be thought of as opposites. If the color

wheel is pictured as a circle divided into

equal sixths, complimentary colors exist

exactly opposite one another. When placed

adjacent to one another, compliments create

striking contrasts and oftentimes seem to

vibrate against one another.

Complementary Colors

Even within a single hue of a single color,

there are infinite possibilities. When any of

these possibilities are placed adjacent to one

another, the product is a monochromatic

scheme.

The five smaller schemes below are the

same layout with the saturation of cyan

increasing as the iterations progress from

right to left, leading to the final product

which is composed as a combination of

each iteration.

A Monochromatic Scheme

Salads, color palettes

Blood Oranges 6

Olive Salad 7

Tropical Salad 8

1 cup cool white ranch dressing

1 tablespoon dark brown soy sauce

8 cups light green torn lettuce

2 cups warm white shredded cooked chicken

1 cup light green chopped green onions

1 can/8 oz. brownish white sliced water chestnuts, rinsed and drained

1/2 cup earthy brown sliced almonds, toasted

Chopstix Chicken Salad

adjacency and amount

Blood Oranges

The purpose of the salads was to

look at the palettes of the individual

dishes, and then from there, to

apply the colors in amounts and

locations to convey a feeling of the

salad itself.

This specific salad consisted of a

large number of deep reds (the

meat of the oranges themselves),

yellows (the orange's peel), greens

(lettuce, added specifically for

color), and some light brown (nuts).

The proportional amounts and hues

of each color can be noted in the

bars of color.

Olive Salad

This salad consisted of two different

elements, large green olives and

smaller reddish olives. The colors

represented in the composition

stem from the lights and darks with-

in each element.

The greens in this piece are signifi-

cantly higher due to the fact that the

actual green olives themselves were

far larger than the reddish olives.