Color Theory and Typography

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Analogous colors

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A combination of colors built out of shades close to each other on the color wheel. For example, red and orange.

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Color theory

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The study of how colors affect viewers mentally and emotionally. Used to determine which colors create the energy the brand is seeking.

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Complementary colors

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Color pairs that sit opposite of each other on the color wheel and together create visual tension.

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Cool colors

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Colors like blues, greens, and violets that tend to have a calming effect.

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CMYK

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Stands for Cyan, Magenta, Yellow, and Key (black). A color model for the four inks used in some color printing.

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Gradient

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A gradual shift from one color to another based on the color wheel.

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Grayscale

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A color palette that only uses black, white, and the shades of gray in between.

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Hex code

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A six-digit code representing a specific color, often used in computer design programs.

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Hue

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The purest form of the original colors—red, orange, yellow, green, blue, and violet.

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Monochrome

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A color palette built out of various shades and tints of just one color, similar to grayscale but encompasses all colors.