The Graphic Design Color Wheel

Fun fact: what we humans perceive as color is actually just a fragment of what exists. Color exists on an electromagnetic spectrum of which our brains can only interpret a tiny part. When light shines on an object, some colors bounce off the objects while others are absorbed. Our eyes can only see the colors that are bounced off – or reflected.

Because the sun’s rays include all the colors of the rainbow mixed together, it is known as white light. What’s really nifty about white light is that it appears to absorb no color yet reflects all of them equally. Conversely, black is the complete opposite: it absorbs all color and reflects none.

So let’s get cool with some blue hues, baby. Or maybe wild with some red hot fire. It’s all about color, of course.

We know red, blue, and yellow for being primary colors, but did you know that they’re considered primary colors because they cannot be mixed from other colors? They’re actually the foundation on which we interpret color because all color is derived from how these three colors interact with others. From our primary colors, we have our secondary colors, which are known as orange, green, and violet. Then we add in a few other colors to fill in the spaces between – also known as tertiary colors.

When we talk about color theory, really, we’re talking about the relationship between colors and how we determine which colors look good together. Designers like using a color wheel, which is a diagram that maps the colors of the rainbow, because it allows us to best see how colors might complement one another. Color wheels are especially helpful because we can see every possible color combination based on where it resides on the wheel.

So let’s say we’re putting a color palette together for a branding exercise. There are several starting points we can choose from: monochromatic, analogous, complementary, split complementary, triadic, or tetradic. Then we can take it a step further by focusing on hue, saturation, and value. Let’s dive in!

Color Schemes

Monochromatic: A monochromatic color palette is when the same color is used, just in varying shades. It provides a subtle look while also offering a sense of balance and harmony.

Analogous: An analogous color palette involves selecting colors that are next to one another on the color wheel. Often, a designer might choose one dominant color and use the others as accents.

Complementary: For a more high contrast option, choose a color and then find its direct opposite on the color wheel. This will often appear super bright and prominent. If you want to soften contrast, you can shift over one color on either side of the complementary color in what’s known as a split-complementary.

Triadic: By using a triadic palette (where you essentially create a triangle within the color wheel) you create balance thanks to the even spacing between colors. These can be incredibly vibrant, so another option is to lighten one or two of the colors in the triad so the third can act as the focal point. This tends to be a popular choice among designers because it’s easier to make visually appealing designs.

Tetradic: Tetradic palettes take on a similar concept as the triadic, but use four colors that are evenly spaced on the color wheel instead of three. This can be a tricky one because the more colors in your palette, the harder it can be to balance. A good rule of thumb with tetradic palettes is to choose two sets of complementary pairs and use one as the dominant color for the brand.

Color Tones

We’ve talked about the ways you can organize a color palette, so now let’s review hues! (And saturation, tints, and shades.)

A hue is essentially the color, whereas you can adjust the saturation and lumination of a hue.

The saturation refers to how intense or pure the color itself is, while luminance refers to the amount of brightness or light in a color. If we were to add shade to a color, we are adding black to the base hue which can create a deeper, richer color.

On the opposite side, if we add tint to a color, we are adding white to the base hue, which can make the color softer and less intense. These tools give us flexibility to create palettes that are truly unique to the design.

That’s why it’s so important to understand color because there is a standard set of rules and guidelines for designers to use. These rules and guidelines are influenced by psychology, culture, our physical optical capabilities, and more. Understanding color means we can choose colors that evoke emotion, memories, harmony, and personality for our designs and our brands.

Stay tuned for our next blog – on color psychology!