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April 4, 2022
Working with Color
The Five Basic Color Attributes
Fundamentals for Creating Content that Works!
Color has a strong influence on how human beings interpret information. It affects meaning, legibility, accessibility, and even production. There are five basic color attributes every content professional can use to make more effective color decisions.
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Science-Based Content Design©
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Tina M. Kister
March 2, 2022
Color
The Basic Design Elements
As with any skill or discipline, the first step to mastery is understanding the basics.
Color is also one of the most difficult design elements to work with, particularly when it comes to content. Understanding the basic attributes of color allows us to make design decisions that are specific and well-reasoned, rather than based simply on intuition and trial-and-error.
The Five Basic Color Attributes
In Science-Based Content Design, there are three basic design elements: shape, color, and position. These three elements are the building blocks of both visual perception and visual design. Because content is primarily a visual medium, the basic design elements are also the building blocks of most content.
Each of the basic design elements has attributes that we, as content professionals, use to direct our users’ attention, optimize the amount of time and effort required to process information, and reinforce meaning. Attributes are the specific characteristics, or properties, that we can adjust to achieve different effects and elicit specific responses.
Color is also one of the most difficult elements to work with, particularly when it comes to content. Color can be used to direct attention, optimize the amount of time and effort required to process information, and reinforce meaning.
1
Hue
Hue refers to color. The term is used to differentiate one color from another and to differentiate pure colors from altered colors, such as tints. The perception of different hues is determined by the dominant wavelength of light within the visible spectrum.
The seven basic visible hues are:
- Red
- Orange
- Yellow
- Green
- Blue
- Indigo
- Violet
2
Value
Value refers to whether a hue is light or dark, and changing a color’s value affects its intensity.
There are specific attributes related to value, including:
- Tint – White added to a color
- Shade – Black added to a color
3
Intensity
Intensity (or saturation) refers to whether a color is pure or diluted. Changing a color’s intensity affects its value.
There are specific attributes related to intensity, including:
- Tone – Gray added to a color
- Chroma – A colors complement (opposite) added to a color
4
Temperature
Temperature describes whether a hue conveys warmth or coolness.
There are two main temperatures:
- Warm – Reds, yellows, and oranges
- Cool – Blues, greens, and purples
5
Relationship
Relationship describes a hue’s position in relation to other colors on the traditional color wheel. Color relationships have important effects on both physiological perception and psychological interpretation.
There are several types of color relationships, including:
- Complementary – Two colors opposite one another on the color wheel
- Analogous – Two or more colors adjacent to one another on the color wheel
- Triadic – Three colors spaced equally around the color wheel
- Tetradic – Four colors spaced equally around the color wheel
- Monochromatic – Any number of variations of a single color based on value and intensity
Cite This Page
Author
Tina M. Kister
Date Published
March 2, 2022
Title
Working with Color
–
The Five Basic Color Attributes
:
Fundamentals for Creating Content that Works!
Website
,
InfoDev Academy
Date Accessed
March 26, 2023 1:07 pm
URL
Contents
Tina M. Kister
Tina M. Kister is the creator of the InfoDev Academy and founder of it’s parent company, Nanatoo Communications. Kister specializes in taking an interdisciplinary approach to improving information-development processes and has been acknowledged as a “thought leader” and “change agent.”With a background in both creative and technical communications, as well as certifications in technical communication (CPTC), project management (PMP), proposal management (APMP), and content strategy, Kister provides a rare perspective that synthesizes best practices across traditionally siloed areas of business communications.
Tina M. Kister
Tina M. Kister is the creator of the InfoDev Academy and founder of it’s parent company, Nanatoo Communications. Kister specializes in taking an interdisciplinary approach to improving information-development processes and has been acknowledged as a “thought leader” and “change agent.”With a background in both creative and technical communications, as well as certifications in technical communication (CPTC), project management (PMP), proposal management (APMP), and content strategy, Kister provides a rare perspective that synthesizes best practices across traditionally siloed areas of business communications.
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Science-Based Content Design
Series
Design Basics
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