preface

Chromology, or color matching skills, is one of the skills most needed by designers. For ordinary people, when talking about the external appearance of an object, two dimensions are often used, that is, shape and color. Shape refers to the outline, and color of course refers to the color expressed by it.

The principle of

We see any color of the object, in fact, there is no color, contains a variety of color is light, exposure to the surface of the object, such as surface of a green apple, it has absorbed most of the color of sunshine, only green to absorb, it reflects the green, your eyes see the reflected light, so your brain to judge, this apple is green.

For most people, color cognition and color matching skills depend on innate color perception and acquired environmental influence. Innate perception comes from the acuity of the eye to color. Most people are very similar, or even identical, but the influence of the acquired environment is quite different.

Yellow, one of humanity’s favorite colors, especially for men.

Just like the following picture, which does not know whether sunrise or sunset, we know that yellow is the color of hope and life from nature.

If we could sum up the characteristic of yellow in one sentence, it would be: the brightest color.

Students who have learned to draw colors know that the three primary colors of pigments are red, yellow and blue. Red and yellow are warm colors, and yellow is really warm, rather than hot.

The above is the color meaning given by nature to the world, but what is the meaning given by human society to yellow?

In fact, there are many, for example, in China, yellow represents harvest, power, nobility, and glory. For example, if you remember the article “Selling Charcoal Weng”, there is a sentence “Who is pian-pian-two riding? Yellow makes white.”

The emissaries in yellow clothes were those who served as high officials in the imperial court. You just say yellow loser? Dream is not dream? Jay said, “Awesome!”

But in the west, yellow is not a good thing, in addition to the symbol of love this more reliable, most of the other words are derogatory, for example, corruption, for example, timid, for example, despicable and so on, ah, their world we do not understand, we only discuss and learn Chinese yellow usage, OK?

01 noble

In ancient China, yellow was often seen as a symbol of monarchy. This originated from the “respect for soil” thought of The Chinese agricultural nation. According to the ancient theory of Yin and Yang and the Five elements, yellow is earth in the five elements, and earth is the honor in the five elements. Confucianism also believed that the unified dynasty dominated by the Han nationality was an empire of “central soil”, which was different from the surrounding “barbarians”. Thus yellow was associated with “orthodoxy and nobility”, which provided a reasonable demonstration for the rule of the monarch.

In order to strengthen the authority of the royal family, yellow was only allowed to be used by royal people. Gradually, yellow became a noble color in China.

What can ordinary people wear?

Well, it is this kind of clothes with hardly any bright colors. This is called “cloth clothes”. The materials and colors are very cheap, but this is really only in ancient times.

Is it particularly fashionable?

But if you wear bright yellow, you might look like a king!

The world is moving a little too fast, and we need to keep up so we don’t get left behind.

Okay, the car’s going sideways, so let’s go back to color matching.

It is important to note that yellow is often confused with gold, when in fact gold is not a single color but a texture. In practical use, need to be applied to a variety of yellow combination to achieve, and in printing, also need to use bronzing and other special printing methods to achieve.

02. Colors * sentiment

To modern society, we are more yellow and color love, vulgar connection to a piece. Such as small porn, yellow jokes and so on.

The idea originated in The UK at The end of The 19th century, when a magazine called The Yellow Book was published in The UK. The content in The magazine was often sexually explicit, and The cover of The magazine was designed in yellow. It happened that many cheap novels in France at that time also liked to have yellow covers. Gradually, yellow books were regarded as vulgar works that were difficult to be elegant. Over time, yellow became pornographic and vulgar.

You see, knowledge is so important! Even hooligan, you have to be a cultured hooligan, right?

03 attention

Yellow is a highly visible color. This high visibility is noticeable, so it is often used in health and safety equipment and danger signals. Traffic signs, the coloring of safety islands, speed bumps, warning lines, train painting, etc., all use yellow (and black) to remind people’s attention.

Because yellow is highly visible, it can be too eye-catching on the screen. Yellow on a white background looks very labored. If you want yellow to have a good reading comfort, it is best to match black applications.

Each color can be divided into tens of millions of colors. For example, 256 lightness and purity levels are used to express colors on the computer. Then what are the yellow colors that are often used in our designs and how should they be used?

The impression that yellow gives a person is such, lemon yellow is fresh and lively of course light, those who incline to orange is yellow, can be brilliant, and dark yellow, became nostalgia is pollution even.

This time, let’s change the expression and talk directly about how yellow works with other colors and what makes it look better.

The combination of yellow and black and white is a classic and personalized color scheme. Because yellow brightness is very high, so it rarely appears to be used alone with white. In most cases, yellow works well with white and black, two non-tinted colors.

Yellow with bright color and strong vision can effectively lighten the silence of pure black, and the weight of black can just hold down the lightness of yellow, so yellow and black matching is both a conflict and a harmonious color scheme.

Yellow is the primary color and black is the secondary color

With black sedate, no matter how yellow jump off, the whole picture is harmonious and unified.

Black is the primary color and yellow is the secondary color

Due to the high brightness of yellow, as a focal color is also very suitable, can highlight the picture theme very well

Black is the main color and dark yellow is the auxiliary color

In contrast to dark colors, yellow is more likely to take on the heaviness, forming the gold color that we often see

The next

Yellow + green

Yellow matches green, let a person asked sour taste all of a sudden, of course, that also is young person taste.

As adjacent to the hue ring, the combination of yellow and green is a highly harmonic color combination, and it is also a very common color combination in nature: to create a visual effect of spring and nature, try the combination of yellow and green.

Yellow is the primary color and green is the secondary color

Because of its high brightness, yellow is also very suitable as a focal color, which can highlight the theme of the picture

Green is the primary color and yellow is the secondary color

Due to the poor brightness, yellow can jump out of green very well.

Black is the primary color and yellow is the secondary color

The yellow of low full degree and green collocation, have kind of vicissitucous feeling, have the style restoring ancient ways very much

It’s time for purple and yellow, the most comfortable and trendy color scheme.

In the color ring, the complementary color of yellow is purple. They are complementary color schemes with large contrast differences. Because purple in the visual psychology with psychedelic, mysterious feeling, but yellow can be very effective balance of this psychological feeling. Therefore, the collocation of yellow and purple is easy to produce quite strong visual intensity.

Yellow is the main color and purple is the auxiliary color

Due to the high brightness yellow, very lively, if auxiliary color is cool, then all of a sudden can put auxiliary color is outstanding, well as the poster on the right, however, the poster headword should not overlap and the character of foot, destroy the integrity of the font, of course, this has nothing to do with the color, I say 1 is talkative.

Purple is the dominant color and yellow is the auxiliary color

Purple gold, noble, mysterious color scheme, just said, yellow and lively, purple is very quiet, so if purple occupy a large area, yellow must be very very jump! It’s ideal for designs that require strong thematic focus.

Okay, finally, red and yellow.

This color scheme is everywhere in China!!

But, seriously, when I drew these 2 color blocks, I immediately had a brand in mind. Which one was it?

Ha ha

This is!

If you’re still not familiar with it, this is the one you should recognize.

Ha ha ha ~ this logo design is too powerful, will never forget!

Back to the serious stuff.

Yellow and red are a perfect match. They are both warm colors and have neighboring common colors on the color ring. The large area of yellow and red collocation makes people feel very warm and even hot layout, which is the most suitable for promotion and sports design.

In traditional Chinese color matching, gold with a visual feeling close to yellow is often used to match red, which makes people feel gorgeous and festive.

For example…

Regardless of whether the color scheme looks good, it has to taste good!

Isn’t it?

All right, all right, look at some serious design.

Yellow is the primary color and red is the secondary color

Although it is the same warm color, but the contrast of red and yellow is very strong, and especially buy buy buy impulse, also have drool impulse.

Yellow as the base color, red jumped out.

Red is the primary color and yellow is the secondary color

Red is given priority to, it is very festive actually, how do you match casually, it is enthusiastic and festive anyway.

And dark yellow with dark red, is a very story and texture of the color.

Yellow and blue are standard contrasting colors

The combination of yellow and blue also has a very high contrast, and both are bright colors, so it is easy to create a high color, lively feeling.

Yellow and blue can be combined into green, so adding green to the picture can reduce the conflict and make the color contrast more harmonious.

In nature, brightly colored animals often evolve color combinations of blue and yellow.

Of course, blue and yellow is also very noble and imperial, for example, the dragon robe is yellow with blue.

Or look at Tencent’s mooncakes this year.

It’s yellow and blue.

Yellow is the primary color and blue is the secondary color

Go up in light blue and lemon yellow match, very youthful vigor, often see this kind of match color, can let you feel oneself young a few years old.

Blue is the primary color and yellow is the secondary color

Blue is calm, and if you want to break that calm, a bouncing yellow is the best choice.

The beverage on the left is blue, so the theme of the advertisement is blue. In order to create an active atmosphere, the designer chooses lemon yellow font + dynamic character material, which suddenly becomes full of vitality.

The dark color of yellow and blue

Almost needless to say, this sense of nobility, the general color scheme does not produce this effect.

I’ll give you a big picture to give you a sense of the contrast.

This beer is as noble as Hennessy’s.

Both the design and color scheme are excellent!

Finally, a word about brown.

Vintage color. – Brown

By adding a moderate amount of gray to yellow, you can create a completely different yellow — brown, which we also call brown or tawny. It does not have yellow originally bright, light characteristics, but presents a muddy, heavy feeling.

Dim brown gives a decadent, depressed mood to the person on the vision, do not quite suit to use on the positive theme, but it suits the atmosphere that builds industrialization, restoring ancient ways very much however, cooperate with the use of grain, qualitative material, can give a person the heavy feeling that burnish after years.

So basically, that’s the case, so let’s summarize.

In most designs, we choose yellow because we want to express the theme full of energy, temperature and vitality, so most of us choose yellow with high brightness. Use bright yellow in large areas to enliven the page.

Due to the characteristics of yellow high brightness, when the web page color matching can be appropriately added darker color, color layer open, and play a coordination dazzling brilliance role. Different changes of yellow saturation and brightness convey different meanings and functions.

Yellow isn’t as eye-catching as red, but it’s eye-catching, and it’s even better than red in terms of making the page more appealing.

That sounds so nice, but fuck a case!

Okay, fuck!

Let’s design a propaganda website with TFBOYS ‘album as the material and content.

First, determine the main tone and large frame

1. Choosing bright yellow as the main color can well reflect TFBOYS ‘youthful, sunny and positive image temperament.

2, the use of left and right evenly divided asymmetric page structure.

Two, typesetting the content well

1. Choose a simple and modern font without serif.

2, the font color is mainly black, pressing the background color with high brightness, supplemented by red, enriching the contrast of the page.

Three, typesetting details analysis

4. Add contrast module

1. Due to the large proportion of text in the current layout, pictures and color blocks can be added to enrich the visual effect of the page.

2, increase the contrast color of high satiety, so that the page has a visual jump.

Duang ~~~ most of a page is designed ~

Let’s look at the details

Chinese and English font size, small, thick, thin have obvious contrast, forming a sense of rhythm

The high chroma of the color block on the left contrasts with the gray one on the right, making it visually rich without clutter.

There is a trick to matting this position, which is overlay mode.

In general, if it is a light background, we can directly use multiply mode, so that the photo will be directly into the background, and can retain the light and shadow of the original photo, of course, you still need to brush some details, finally can achieve the desired effect.

Finally, I changed the red color of the clothes to yellow, which would be more harmonious.

Finally, take a full picture!

How do you feel?

Do you like tf more when you grow up or when you were a child?

No, no, no. This is the case. Do you like it?

One more case!

Let’s make a restaurant poster,

Because it’s defined as breakfast,

So we’re just going to use a lighter yellow,

Not so thick as dinner!

An element diagram of food.

1. Dig out the material and roughly determine the format.

2. Adjust the background color and add a bit of light and shade to create a sense of space.

Now that we’ve got the tone control, here we go.

3. Add embellishment material, pay attention to the color and light consistency of the material.

4. Make a good relationship between the title and the image.

The basic skeleton layout is all out, moving on to the details.

5. Use the gap between pictures to add copy (in fact, when designing the layout, it is necessary to reserve the position of auxiliary copy)

6. Add light and shadow details, embellish small materials, etc

Pay more attention to consistency between elements in the selection of materials

A lot of circular elements are repeated, so you don’t want any weird shapes.

Duang ~ a promotional breakfast poster came out.

Source: Pommen Left Road