Tom Wolfe wrote,
Logic only gives man what he needs...
Magic gives him what he wants.
Color is one of those few elements that gives us both.
It is a wondrous bridge between the rational and the intuitive.
The relationship of colors is important
because it affects not only the composition of a design,
but the legibility and clarity of the communication.
Understanding how colors affect each other is essential
in order to make intentional decisions and how the design is perceived.
Many types of color combinations exist.
Let's delve into four core color combinations
that are integral to color theory.
Complementary,
analogous,
triadic and monochromatic.
Having an understanding of these fundamental combinations
is a good place to get started
when thinking about how to create a color palette.
As you can see,
complementary colors sit directly opposite to one another in the color wheel.
Take a look at this example of a complementary color combination
for the WCC identity.
Notice how the colors have a great degree of contrast and impact,
they intentionally feel bold and loud, yet balanced.
Some other examples of complementary color combinations
include red and green,
orange and blue,
and purple and yellow.
Next, let's look at analogous color combinations,
which consist of three hues
that sit next to each other on a color wheel.
These posters illustrate how analogous color combinations
tend to be harmonious.
They have chromatic similarities,
creating a very balanced and cohesive feel.
Look at how the greens and yellows are used.
As these colors are adjacent to each other,
we played with value and saturation
to create more variety and visual interest.
Now let's discuss triadic color combinations.
These are formed by selecting three hues
that are spaced at equal distance around the color wheel.
To do this, draw a triangle with equal size on a color wheel
and choose the three hues at each of the triangles points.
Notice how primary and secondary colors
are equidistant from each other on the color wheel,
these combined to create color harmonies.
We used a triadic color combination for the Beanstory packaging system
to express the diverse range of bean varieties
as well as maintaining a level of consistency and cohesiveness.
The last core color combination we will explore, is monochromatic,
a combination that uses one single hue in a color wheel with its variances.
Let's create this combination using the color green.
Look at how we can use different intensities and values
of the same green.
We can use tints,
your selected hue, in this case green
plus white and shades.
Again, your selected hue,
but in this case green plus black
to create variety.
Monochromatic color combinations may seem simple,
but they can feel rich and contemporary with plenty of depth
if you intentionally experiment with its many values.
Moreover, monochromatic color combinations
can be useful for tight budgets when printing
due to the restricted ink selection.
Our edition of Wayward Arts magazine is a great example of this.
We strategically and thoughtfully used the monochromatic color combination
to keep costs low,
yet we applied colors in a creative way
that still feels interesting,
unique
and purposeful.
Finding balance between colors
can be achieved by the color choices we make,
as well as how we combine them and how they relate to one another.
Try using the four core combinations
to start thinking about what palettes you can create,
but do not let them limit you.
Creating color harmony through color combinations
is just one way in which we sense and perceive the balance between color.
However, it is in the subtleties, transitions and tensions
that the true power of color lies.
The more you connect it intuitively with this language,
the more you can harness it to your advantage.
Try using the exercise file
to apply the four core color combinations to posters.
Notice how you can create balance through color composition
and how color choice affects how each of these forms are perceived.