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Cool colors: various colors close to blue (high brightness, purity)

Warm colors: colors ranging from red to yellow

Picture theme color, style color matching (warm and cold tones), copywriting context color matching, use of color wheel, color selection from excellent works

CMYK (green/foreign red/yellow/black): printing color. These four basic colors can be equipped with most colors, suitable for printing a variety of color pictures, and various colors will be automatically mixed and printed out.

RGB (red/green/blue): The color used for screen display. Various colors are mixed by superposition. When there is no need for printing and only need to be displayed on the screen, RGB can be used.

Spot color: Only one or two specific colors can be printed. Achromatic: White, black, gray and other colors that are not colors.

Three elements of color: H (hue/various colors), S (saturation/brightness of the color/the higher the purity, the brighter the color), B (brightness/brightness of the color)

Visual recognition of color: Whether the text is clear and easy to identify on the back picture, add white text on the dark picture, and add black text on the bright picture. If you add white/black text on a background that is neither dark nor light, it will not be legible, but other colors will be more legible. Therefore, it is necessary to appropriately change the brightness and darkness of the background image to make the text appear clearly. (Just add a layer of translucent black color block on the background image). The lightness and darkness of the background image and the element should be opposite.

Harmonious color matching: adjust the lightness, darkness and saturation of the color. You can choose a color match within the same hue to achieve harmonious tones. (Pink tone/blue tone/light tone/dark tone, etc.) Please refer to the tone ring

Color matching to shape the image: spring image color (green/red/yellow), classical image color (brown/yellow), cool color (blue/cyan/purple), lively color (yellow/red/orange)

Usage of accent colors: There are obvious differences between colors and produce special effects. (high chroma low chroma) (low lightness high lightness) (complementary color combination/purple yellow) (large area color small area color)

The spatial expression of gradient colors: Adding white and light gradients to a solid color background can create a sense of spatial depth). Gradient colors should use the same color system.

Complementary colors: blue and orange, red and green, yellow and violet

Isometric three color groups: red, yellow, blue, often used in children's product design

Split complementary triad: composed of colors on either side of the complementary color: yellow, violet, violet-blue

Analogous colors: Consisting of colors that are adjacent to each other on the color wheel: aqua, green, chartreuse...orange, orange, orange-red

Dark and light colors: Adding black to a color creates a dark color, adding white creates a light color

Single color: dark purple, dark purple, purple, light purple, lavender... black, dark gray, gray, light gray

Combinations of Dark and Light Colors: Red and green combinations can be combined with some dark shades of these complementary colors

The color quality should not be too close, otherwise the contrast will be too weak and the distinction will be unclear when mixed together.

Warm and cool colors: Cold colors tend to be used as background colors and are used in large areas. Warm colors are used for the main elements of the picture. Warm colors themselves are very eye-catching and should be used sparingly and only for embellishment.

Color rounding: select a certain color in the background image to maintain the unity and coordination of the color of the picture

Coordinated color matching: No matter which hue, the brightness and purity must be unified. On this basis, even if you add another color, it will appear coordinated.

Color matching with consistent purity: low purity makes people stable, while high purity makes people exciting. Color matching with inconsistent purity will make people feel inconsistent

Color matching with consistent brightness: Even using a variety of colors can make the whole look balanced. No matter what the tone is, consistent brightness can create a sense of unity (not commonly used in design because the color is not highlighted)

Matching colors with consistent colors: For example, camouflage uniforms are all green, and the colors are similar and not outstanding. More suitable for use as background base color.

Uniform hue: summarizes the overall unified brightness and purity of the color (bright hue/medium brightness and high purity), pale white hue/highest brightness and purity)

Interval color: When the overall color is the same, or the two colors cannot be clearly blended, you can add a stroke color (same hue but darker brightness) to make the other color stand out (light brown, dark brown

If there is no commonality in brightness, purity, and hue, the color matching will appear chaotic. The commonality must be maintained in order to be coordinated.

The color scheme with low lightness feels calm, heavy and noble. The color scheme with high brightness feels lively, popular and wonderful.

Achromatic: black/white/grey, suitable for showing the same color, white background is versatile with any color, black background makes any color more vivid/prominent/independent, gray is darker

A single color with low brightness, no color combination (Zhihu’s blue and white); a single color with a few other colors, no color combination;

The greater the brightness difference, the higher the recognition. The higher the priority information, the greater the brightness difference (black and white). For secondary information, the brightness can be reduced. (Black, white and gray)

Gradient color: Appropriate addition of gradient color can make the painting more spatial, layered, and not monotonous and flat.

Repeat color: use the same color and change the lightness and darkness. (Light yellow background, dark yellow font)

Emphasize the color matching of a certain part: The purity of the part of the color should be emphasized separately, and the other colors should be kept coordinated (the brightness and purity are unified), and the purity should be reduced to highlight the high-purity color part alone.

Contrast methods to make colors more noticeable: enlarge the color area and add strokes to highlight it.

When superimposing text on a photo, if the brightness of the photo is extremely high or very low, just use text with the opposite brightness, so that the brightness contrast between the background of the picture and the color of the text is large and easy to identify.

Color matching skills: Randomly match a variety of colors with large color differences, reduce the area of ​​each color, and then use black/white and other achromatic background colors to highlight the colors to the maximum extent and create a gorgeous feeling

Highly attractive colors: use cold colors with low purity for the background; use high-purity red and yellow to highlight the main information; outline the outline to emphasize the difference in brightness. Suitable for short-term viewing to attract attention (outdoor signs), not suitable for continuous viewing (magazine design)

Rhythm and color area: Repeating elements of the same shape (inclined lines) and color blocks of different sizes (large and small dots or triangles) in design can create a sense of rhythm.

The weight of color: Colors with high lightness and purity can feel bright and soft with warm colors; colors with low lightness and purity can feel low and heavy with cool colors. Generally, light colors are at the top and heavy colors are at the bottom.

Sweet colors: warm colors with lower purity and high brightness; cool colors: cool colors with low brightness; neutral colors: cool colors with high brightness.

Advanced colors: colors with low purity and lightness. A small number of colors with high lightness are prominent embellishments, or large-area white backgrounds. A small number of colors with low purity and medium lightness.

Food design color matching: directly use the color of the food itself as a reference color, such as orange of orange, green of green tea, dark red of cola, green of lemon, tan of coffee, white of milk

Large-area colors: If you need to see the picture from a distance, you can use brighter colors such as red/yellow/blue. If a color is monotonous, you can also use the same color combination.

Using colors with low saturation and low lightness will give you a high-end feel

70% main color, 25% auxiliary color, 5% embellishment color (similar color, adjacent color, contrasting color, complementary color)