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DTP
BA2 Corporate Communication
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Colour physiology: association
and effect Colour psychology is concerned
with experiencing colour, the
archetypical images, possibleassociations, as well as effects,impression and emotions
Archetypical images come fromthe so called collectiveunconscious (the philosopher c.Jung coined the concept)
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1 2 3
4 5 6
7 8 9
10 11 12
Envy
Fear
Respect
Tolerance
Violence
Steal
Courage
Honour
Pride
Victim
Strangers
Friends
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These are the experiences andassociations which people (from aparticular culture group) apparently
have in common, without consciouslyreflecting on them
For example the following criteria of
archetypes are applied to the sixelementary colours (cited byGerritsen)
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Red: the blazing force of fire, symbolof blood, war and violence, symbolic
force for the ego Green: the elemental force of fertility
which allows the scattered seeds togerminate, symbol of peace and well
being, symbolic colour of rest
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Blue: the colour for the power ofinfinity, the sky and the whole
firmament, of thought andmeditation, symbolic colour ofspace and eternity
Yellow: the force of the natural
order of time, sun, moon andstars, symbol of the power ofGod, symbolic power radiance,time and the transience of time
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Black: the oppressive power ofdarkness, symbol of death andtransience, symbol of grief
White: the dazzling light of the sprit,triumphing over death, the white ashwhen fire is extinguished, the
stillness of snow that has coveredthe winter wood, symbol of purity, ofthe unsullied.
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Effective
Efficient
Calculating
Economical
Extroverted
Expanding
Comestowards me
Jumps atme
Outgoing
Towardsactivity
Meditation
Inner peace
Calm
Introverted
Withdrawn
Meditative
Towards theoutside
Playful
Neither herenor there
Notdefinitive
Movement
Arousal
Activation
Heat
Colour psychologycf. Turtschi
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Colour associations
Associations may be highlightedthrough the use of colourcombinations
Convert moods (exciting, calming,light, gloomy) or sensations (warm,cool, fresh, stagnating) into colour
collages
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Heller colour
combinations/association
Aggression Old fashioned Aromatic
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Primary and secondary
colours All colours that aremixed from lessthan 100% from 2
primary colours arecalled secondarycolours
They comprise
practically of allthose coloursbetween theprimary colours on
the chromatic circle
One of the threecolours - red,yellow, and blue -that cannot becreated by mixing
other colours.
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Magenta
0%c100%M
0%Y
Cyan100%C
0%M0%Y
Yellow0%C0%M
100%Y
0%c100%M50%Y
100%C50%M
0%Y
50%C0%M
100%Y
0%c100%M100%Y
100%C100%M
0%Y
100%C0%M
100%Y
0%c50%M
100%Y
50%C100%M
0%Y
100%C0%M50%Y
Magenta0%c
100%M0%Y
Cyan100%C
0%M0%Y
Yellow
0%C0%M
100%Y
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Tertiary colours
Tertiary colours are a result of blendscontaining all three primary colours(C, Y and M)
Tertiary colours with a higherproportion of primary colours aredarker lower prop. lighter
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C
Y
M
K
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C 36%
M 20%
Y 30%
K 0
C 32%
M 16%
Y 31%
K 0
C 32%
M 22%
Y 44%
K 0
C 51%
M 41%
Y 83%
K 19%
C 39%
M 39%
Y 76%
K 9%
C 43%
M 42%
Y 83%
K 9%
C 55%
M 50%
Y 77%
K 33%
C 23%
M 19%
Y 34%
K 0%
C 22%
M 20%
Y 35%
K 0%
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Instant complementary colour
scheme
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Colour and legibility
Black type on a yellow background has thebest impact from a distance.
The impact of distance and proximity apply to
different kinds of information, Distance isimportant for...
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...information like street signs: for short
messages that are commonly known.
Distance impact has no bearing on longer
texts of unknown information. These alwayshave to be read in proximity. Here colour canappear disruptive.
The smaller the lightness contrast of type andbackground, the lower the legibility.
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The more colourful a text (or background) the harder it is to
read and the less important the information appears to be.
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