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Color in Communication

Color in Communication. By: Charlotte Nelson. Introduction. Why color? What associations can people have with color? Is there a difference between cultural color associations? What to be aware of in layering background and text? What are the various color combinations that can be used?

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Color in Communication

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  1. Color in Communication By: Charlotte Nelson

  2. Introduction • Why color? • What associations can people have with color? • Is there a difference between cultural color associations? • What to be aware of in layering background and text? • What are the various color combinations that can be used? • Are there potential issues in color projection?

  3. Why Color?

  4. Why color? • Color captures attention • Creates contrast • Evokes emotional associations

  5. Captures attention Image 1 Image 2

  6. Creates contrast • Which is easiest to read? • Which is easiest to read? • Which is easiest to read? • Which is easiest to read?

  7. Color Associations

  8. Color associations • Color makes people feel different things. • What is your happy color? • What is your sad color? • What is your love color? • All of us could have different answers to those questions because of how we associate with color.

  9. Red • Power • Energy • Warmth • Love • Lust • Danger • Opinionated • Dynamic • Confident • Aggression • Excitement • Stop • Christmas (with green) • China: Good luck, Celebration, Summoning • Cherokees: Success, Triumph • India: Purity • South Africa: Mourning • Russia: Bolsheviks and Communism • Eastern: Worn by brides

  10. Orange • Energy • Balance • Warmth • Caution • Halloween (with black) • Creativity • Autumn • Ireland: Religious (Protestants)

  11. Yellow • Optimism • Hope • Philosophy • Dishonesty • Betrayal • Intellectual Enlightenment • Attention • Hazards • Coward • China: Nourishing • Egypt: Color of Mourning • Japan: Courage • India: Merchants

  12. Green • Natural • Healthy • Lucky • Renewal • Growth • Fertility • Optimism • Freedom • Balance • Spring • New Birth • Go • Saint Patrick’s Day • Christmas (with red) • China: Green hats indicate a mans wife cheating on him, exorcism • India: Islam • Ireland: Symbol of the entire country

  13. Blue • Beliefs • Conservative • Security • Technology • Cleanliness • Order • Peace • Soothing • Spirituality • Contemplation • Mystery • Patience • Depression/Saddness • Cherokees: Defeat, Trouble • Iran: Islam • Ireland: Symbol of the entire country

  14. Purple • Spiritual • Mystery • Nobility • Transformation • Rudeness • Arrogance • Friendly • Romantic • Self • Thailand: Color of Mourning (widows)

  15. Brown • Land/earth • Reliability • Comfort • Durability • Stability • Weight • Elegance

  16. Black • Fear • Power • Sophistication • Death/grief • Mystery • Sexuality • Elegance • Exclusive • Independent • Charismatic • Solitude • Discipline • Strong-willed • Halloween (with orange) • Rebellion

  17. White • Pure • Clean • Natural • Empty • Colorless • Neutral • New Beginnings • Sanctity • Brides • Angels • Hospitals • Doctors • Peace (white dove) • Japan: White carnation symbolizes Death • Eastern: Funerals

  18. Grey • Intellectual • Future • Simplicity • Sorrow

  19. Attention! Layering Background and Text

  20. Dark vs. Light Backgrounds Dark Light Informal Has a bright feeling Illuminates the room Works well as handouts For smaller venues No dramatic lighting • Formal • Doesn’t influence ambient lighting • Doesn’t work as handouts • For large venues • Objects can glow

  21. Colors Affect Others Differently

  22. Layering on Black • Yellow • Lt. Yellow • Lt. Blue • Violet • Orange • White • White • Yellow • Lt. Yellow • Lt. Blue • Lt. Green • Orange • Black

  23. Layering on Yellow • Black • Brown • Dk. Blue • Blue • Dk. Green • Green • Red • Violet • Black • Brown • Dk. Blue • Blue • Blue Violet • Dk. Green • Red • Violet

  24. Layering on Red • Black • Dk. Blue • White • Lt. Yellow • White • Lt. Yellow

  25. Layering on Blue • Black • Brown • Dk. Blue • Blue • Blue Violet • Red • Violet • Black • Dk. Blue • Lt. Blue • Yellow • White • Yellow • Lt. Yellow • Green • Lt. Green • Lt. Blue • Red • Lt. Red

  26. Layering on Green • Black • Dk. Green • Dk. Blue • Yellow • Lt. Yellow • White • White • Yellow • Lt. Green • Lt. Blue

  27. Layering on Orange and Violet • Black • Dk. Blue • Blue • Dk. Green • Black • Dk. Blue • Lt. Yellow

  28. Best Use of Background Color • Keep it in stark contrast with the color of the text • Shouldn’t distract from the message • Keep it simple • If it is too crowded or too bright or dark • Color makes things interesting

  29. Color Combinations

  30. Monochromatic • Variations of the same color • Varying between the hue, tints, and shades

  31. Analogous • Colors touching each other on the color wheel

  32. Complementary • Colors opposite each other on the color wheel • These tend to be starkly contrasting and used wisely

  33. Split Complementary • Two colors on opposite sides of the complementary color • Not quite as stark as complementary colors

  34. Triadic • Three equally spaced colors in the color wheel • Three equally spaced colors in the color wheel

  35. Tetradicor Double Complementary • Two pairs of complementary colors in the color wheel

  36. Hue, Tint, Shade • Color isn’t only red, orange, yellow, green, blue, indigo, or violet. • There are variations of each color. • Hue: True color • Tint: Addition of white • Shade: Addition of black

  37. Issues in Projection

  38. Computer vs. Projector • Although you may love the colors on the computer screen it might be wise to make sure the colors work projected. • Projected color is different than computer color

  39. What Now?

  40. What Now? • After all this, what does it mean for you? • In use of color • Pay attention to how you use colors together • Understand that some people might not have the same associations with color as you do • What message does your background send? • Stick to a color scheme

  41. Citations • Duarte, Nancy. Slide:ology the art and science of creating great presentations. 1st ed. Sebastpol, California: O’Reily, 2008. 126-139. Print. • Johnson-Sheehan, Richard. Technical Communication Today. 3rd ed. New York, New York: Longman, 2008. 257-261. Print. • Russell, Wendy. “About.com” PowerPoint—the Ugly. N.p., Web. 26 Nov, 2013. http://presentationsoft.about.com/od/powerpoint101/a/good_bad_ugly_3.htm

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