Page 31 - AV Presentations - Student Textbook

Different readings of the same color

©Color Voodoo Publications

If your computer has sufficient color stability and gamma correction you will see that the small purple
rectangle on the left appears to have a red-purple tint when compared to the small purple rectangle on
the right. They are both the same color as seen in the illustration below. This demonstrates how three
colors can be perceived as four colors.

Observing the effects colors have on each other is the starting point for understanding the relativity of
color. The relationship of values, saturations and the warmth or coolness of respective hues can cause
noticeable differences in our perception of color.

Illustrations and text, courtesy of
Color Logic and Color Logic for Web Site Design

The impact colors have on Viewers
(https://www.creativebloq.com/web-design/12-colours-and-emotions-they-evoke-61515112/2) with revisions
(https://www.webdesignerdepot.com/2012/06/color-and-cultural-design-considerations/ ) with revisions

Below, we'll explain all the noteworthy differences between a color’s shades and consider their impact
on audio-visual design. As a general rule, though, brighter shades tend to be more energetic, while
darker shades feel more relaxing. The brighter shades of calls-to-action attract the eye, while the darker
shades in backgrounds help create an immersive effect.

Now on to the impact of different colors on viewers...

1. Red
Used here, red is playful and stimulating
Passionate, aggressive, important (Western Cultures)

Western cultures (North America and Europe) Red is the color of
passion and excitement. It has both positive and negative associations
— danger, love and excitement and when used with connection with the former Eastern bloc, it
represents communism. Red is also associated with power and has some religious undertones when

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