Before we can delve into color perception and the psychology that follows we should consider the instrument being used to capture the color. In order to understand how to utilize color more effectively we must investigate the effect that color has on the viewer. The mechanics of the eye surround how the eye gathers information. This is a principle that is impacted by our senses, or the principle that impacts our senses. Perception is how our brain interprets the sensory data that we receive and how it is then organized in our mind.
Mechanics: The eye captures light through our retina. White light contains the entire spectrum of colors. Our eyes are the mechanism that breaks them into primaries. Color of course is visual so what our eyes see determine what it is. The retina of the eye takes white light and divides it amongst cells in the back of the eye. These photosensitive cells are sensitive to different wavelengths of light. The relation of the wavelengths and the color that we see begins here. The receptors that sense color are known as cone cells. The cone cells react to a varying, but sometimes overlapping, span of wavelengths. Unlike pixels in a digital camera that collect only red blue or green, the eye’s cone receptors can vary in their influence of a color. Red light (the highest wavelength) will simulate the high wave receptors mainly, but will stimulate the mid level receptors somewhat also. The low level receptors will receive little if any stimulation from the color red. A yellow-green light will impact the high and mid wave length receptors equally.
The light that enters the eye can come directly from the source or be bounced off of an object. The makeup of the object determines what colors of light will be bounced back to the eye. In the case of a red apple, all the spectrum of colors in white light is absorbed by the apple, except for the red that is bounced back to our eye. An object that bounces back the full spectrum will appear white. And an object that absorbs all (or most) colors of the spectrum will appear black.
When we are young we are taught to label our perception of color. Our kindergarten teacher holds up an apple and instructs us to associate the word "red" with that apple. Of course, a Spanish teacher would use the word "rojo" to explain the same apple. This fact alone lends to the idea that vocabulary is one of the lacking features in the world of color.
It is often said that there are only 30 words that are used on a daily basis to describe color. The mind on the other hand is a system based on images. We don't think of the word blue when we imagine a clear sunset, we just 'see' the image that we imagine. The fact that imagination holds is root with the word image should also be an indication of the relationship between images and human thought.
There was a poem I read long ago where a child explained to his parents that the sky was gray (purple?). We as adults of course know very well that the sky is blue. But what we don't know is what another individual actually sees when they see the color that we have all agreed to call BLUE.
We can also use theory to affect how the viewer sees what they see. Using the fact that our eyes create an imaginary complement for contrast can move us to use colors together in harmony. A neutral gray surrounded by a vivid orange will create a bluish color cast in our minds. So being armed with this knowledge we can enter a design knowing how the border will affect the background, and how the background will affect the text. Web Design is an application where using gifs with limited colors can be placed against alternating backgrounds for effect. Also rollovers and links can be defined as the same color and look different. OR be defined as different colors and appear to be the same by changing the background. Also a background color of contrasting hue and equal value and saturation will cause an uncomfortable contrast to the eye. This is especially important in situations containing text. Considering these points will keep us from placing our beautiful typography and well selected font color onto a background that will render it illegible.
The use of color theory in our designs will strengthen our design and add visual interest. Not relying on a single striking color can be the key that promotes our work from amateurism to professionalism.Using the concept of color relativity and taking advantage of people’s perceptions can be advantageous in setting our design apart. When the viewer comes across our picture of a reindeer with a shiny YELLOW nose, it may be the key in grasping their attention long enough for them to read the rest of the message. The yellow again should not be arbitrary, but serve a purpose just as every other element in the design. No image, color or effect should be used” just because it’s cool”.
While we cannot determine what a person sees when they look at an object, we can use the principles found in color theory to invoke thought. Colors throughout history have acquired meaning and associations that will lead the viewers mind. Directing the traffic of the viewer’s mind becomes our task as the designer. When considering the various meanings of color, symbolism is an easily recognizable factor. Red white and blue together come to have a distinct meaning in US culture, as do Red and green together at Christmas time. Single colors also have derived moods and meanings.
Red is typically seen as a sensuous color and one that immediately grasps attention. We, as designers learn early in our studies that red has a bold and striking effect on the human eye. Green is perceived as an appetizing color. This lends to the phenomenon that you will not find many if any restaurants that do not use either red (bold color) or green (appetizing color) in their menus or identity The moods and emotions invoked by color are numerous, but each can be used appropriately to enhance the message being conveyed to the user.
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