1. The Color Theory
Prepared by:
Melvin N. Espineda, MDC

2. How colors play a
vital role in your life?

3. Colors (Understanding Colors,
n.d.)
• It is a component of light which is
separated when it is reflected off of an
object.
• It begins with light and the colors we
see are influenced by the
characteristics of the lightsource.

4. Properties to Consider in Colors
(Understanding Colors, n.d.)
• Hue;
• Value; and
• Saturation

5. Hue (Understanding Colors, n.d.)
• It is a name we give colors on the color
wheel (red, yellow, green, blue, and so on).
• It’s basically the technical definition of color
perception.
• It has a natural value where they look the
purest and some colors, like yellow, are
naturally light.

6. Value (Understanding Colors, n.d.)
• It is the light and dark property of a
color.

7. Saturation
(Understanding Colors, n.d.)
• A.K.A. “purity” is the level of grayness
present.
• The less saturated, the more gray a
color appears.

9. Camera Versus the Human Eye
(Understanding Colors, n.d.)
The sensor in a digital camera records
light as it actually is.
Your eye/brain, however, will always
correct light back to “normal” and our
brain is constantly compensating to
what it sees.

10. Camera Versus the Human Eye
(Understanding Colors, n.d.)
Fluorescent light contains only enough
green and yellow light to photos turn out
a bit “off” in color.
However, by using a magenta filter in
front of the lens, the overall lighting is
more natural and “warm”.

13. The Psychology of
Colors

14. The Psychology of Colors
(Rikard, 2015)
There is a large array of emotional
responses that are associated with
colors. Some of these are obvious, some
obscure.

15. The Psychology of Colors
(Rikard, 2015)
Some colors can have different
meanings, even opposing meanings,
based entirely on context and
application.

16. Red
(Rikard, 2015)
• It shows warmth, anger, crudity, excitement,
power, strength, love, passion, fire, blood,
extreme emotions, battle.
• Red is supposed to prompt impulse buying. It
has been used by the church to give the
feeling of pomp andcircumstance.
• In history it represents royalty, majesty and
triumph. Usually thought of as a violentand
exciting color.

17. Red: Emotional Response
(Rikard, 2015)
• It is a very emotionally intense color.
•It enhances human metabolism,
increases respiration rate, and raises
blood pressure.
• It has very high visibility, which is why
stop signs, stoplights, and fire
equipment are usually painted red.
• In heraldry, red is used to indicate
courage.

19. Green
(Rikard, 2015)
It presents the feeling of light and
coolness, cheer and restraint.
It is the color of nature as usuallyseen.
It alleviates tension and implies
restfulness.

20. Green: Emotional Response
(Rikard, 2015)
Supposedly, it has healing power.
It is the most restful color for the
human eye; it can improve vision.
It suggests stability and endurance.

22. Yellow
(Rikard, 2015)
• It is connected with cheer and
springtime.
• Yellow claims attention first and
fastest and sits alongside red as
the most obvious and vibrant
color.

23. Yellow: Emotional Response
(Rikard, 2015)
• Yellow produces a warming effect,
arouses cheerfulness, stimulates
mental activity, and generates muscle
energy.
•Bright, pure yellow is an attention
getter, which is the reason taxicabs are
painted this color.

25. Blue
(Rikard, 2015)
• Blue is usually associated
with knowledge and
serenity.
• Coolness, ethereality, the
infinite, significance, repose,
formality.
• It has always been the symbol of truth,

26. Blue: Emotional Response
(Rikard, 2015)
• Blue is considered beneficial to the mind and
body.
• It slows human metabolism and produces a
calming effect.
• Blue is strongly associated with tranquility
and calmness.
• It is used to symbolize piety and sincerity.

28. Color vs. Black and
White

29. When to Use Color
(PhotographyVox, n.d.)
Color is a key element in the story your
photo is telling.
Color catches the eye. A bright hue that
highlights an image’s subject will draw a
viewer in right away.

30. When to Black and White
(PhotographyVox, n.d.)
Black and white is a good choice when
the color in a photo serves only as a
distraction from the message you want
the image to convey.

31. End of
Presentation
Any question?

32. References:
• Color vs black and white photography – What makes sense and
when? By PhotographyVox. (n.d.) Retrieved from
http://www.photographyvox.com/a/color-vs-black-and-white-
photography/
• Rikard. (2015). The Psychology of Color: A Designer’s Guide to
Color Association & Meaning. Retrieved from
https://zevendesign.com/color-association/
• Understanding Color in Photograph. (n.d.) Retrieved from
https://photographycourse.net/understanding-color-in-
photography/