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Some tints and shades of blue. In color theory, a tint is a mixture of a color with white, which increases lightness, while a shade is a mixture with black, which increases darkness. Both processes affect the resulting color mixture's relative saturation. A tone is produced either by mixing a color with gray, or by both tinting and shading. [1]
Color for Profit (1951, 164 pages) Colours and What They Can Do (1951, 214 pages) Color Wheel for Color Planning (1953, 4 pages) Color Guide for Marketing Media (1954, 209 pages) Cheskin Color Charts (1955, 8 pages) How to Predict What People Will Buy (1957, 241 pages) Why People Buy: Motivation Research and its Successful Application (1959)
Color theory, or more specifically traditional color theory, is a historical body of knowledge describing the behavior of colors, namely in color mixing, color contrast effects, color harmony, color schemes and color symbolism. [1] Modern color theory is generally referred to as color science.
The foundation of color theory is the color […] As much a science as it is an art, color theory is a complex study that outlines prismatic relationships and how the human eye perceives the spectrum.
One theory for why people prefer one color more than another is called ecological valence theory (EVT) proposed by Stephen Palmer and Karen Schloss. [36] This theory asserts that people tend to like or dislike colors based on their associations of the color to other objects or situations that they have strong feelings about.
Opponent-process theory is a psychological and neurological model that accounts for a wide range of behaviors, including color vision. This model was first proposed in 1878 by Ewald Hering , a German physiologist, and later expanded by Richard Solomon , a 20th-century psychologist.
The observer then perceives a cyan (or magenta) square on the blank sheet. This complementary color afterimage is more easily explained by the trichromatic color theory (Young–Helmholtz theory) than the traditional RYB color theory; in the opponent-process theory, fatigue of pathways promoting red produces the illusion of a cyan square. [39]
The Hartman Personality Profile is based on the notion that all people possess one of four driving "core motives". [3] The Color Code is based on four types of personality, identified by color: Red, (motivated by power); Blue, (motivated by intimacy); White, (motivated by peace); and Yellow, (motivated by fun). [4]