Activity 3.4 – Principles of Colour

Understanding Colour

Review the Color Matters site and determine why some colours appear to hurt the eye!

Upon first click, color matters is quite lacking in colour. I was expecting something a bit more colourful but the site remains very black and white, with red text on the side bar and then the occasional splash of colour when navigating from one topic to another.

“The human eye can see 7,000,000 colors. Some of these are eyesores. Certain colors and color relationships can be eye irritants, cause headaches, and wreak havoc with human vision. Other colors and color combinations are soothing. Consequently, the appropriate use of color can maximize productivity, minimize visual fatigue, and relax the whole body.”

“Yellow, pure bright lemon yellow is the most fatiguing color. Why? The answer comes from the physics of light and optics. More light is reflected by bright colors, resulting in excessive stimulation of the eyes. Therefore, yellow is an eye irritant.”

From the same site – Color Matters – explore how computers generate colours and what this can mean to your multimedia images

How Computers See Color

The following components work together to create color on your computer:

1. The computer hardware on the motherboard
In the simplest terms, deep inside your computer is a “brain.” It may or may not be able to see and recreate accurate colors.

2. Graphic cards or video cards/boards
You may have a graphic card or video card/board installed. If so, this helps your computer to see better colors and more colors. (Note: This is built into all Macintosh computers.)

3. Your monitor
Cheap monitors deliver terrible color. You get what you pay for. If you have an old monitor or a PC monitor that cost less than $200 (US), you probably have very little color accuracy.

The colors generated on your monitor are also affected by anti-glare screens and devices that lower the radiant emissions. These will darken the actual color and may cast a grey haze over the images you see. A better solution is placing your monitor away from glare sources. This will give you better color and optimum visual conditions. Regarding electromagnetic field emissions, it is represented that good monitors are properly shielded and that emissions are restrained to the sides and back. The validity of these reports is subject to further questioning.

To sum it up, the monitor can be the major cause of good or bad color … or the monitor can be part of the combination of several components that creates good or bad color. In other words, if you have a good video card, good operating system software, and good application software, a bad monitor can still create inaccurate colors. And even if you have a fantastic monitor, the other components can still create bad colors. So you’re looking at a case-by-case kind of situation.

4. The web browser (Firefox, Explorer, Safari etc.)
Consider the browser to be the messenger who delivers the colored graphics to your computer.

At the present time, most web browsers do not support graphic file formats that contain essential information about color (such as PNG and JPEG 2000). The current standard is the 216 web-safe color palette which is based on the colors that are known to exist in the color vocabulary of all computers (from 8 bit and up). Link to see the 216 Color Palette.

What this all means for multimedia images is that for different learners, if they do not have access to the right technologies the intention that multimedia images were meant to enhance learning may not come to effect.

The Psychology of Colour

Some colours make us happy and others, sad. Colours have the ability to provoke a psychological reaction. Look at the objects around you: their colours have been chosen specifically because they create a mood or an association for the viewer.

Because of their power to provoke reactions in us, we use colours for their symbolic meaning. It is no accident that fire engines are painted red; red is a hot colour and denotes the idea of danger. Police uniforms are blue; being a cool colour, blue projects the idea of being under control, being calm and collected.

You can use colours in your visual designs to convey a mood, create an association or express your feelings about a particular event, activity or object.

Choose colours to convey the following:

Aggression - Red

Friendly – Yellow

Solid - Grey

Weak - Pink

Serious – Black

Depressed - Blue

Selecting Colours

Many things will affect your choice of colour. Consider the situation and choose your colours wisely. Think about the following factors.

Fashion
Colours go in and out of fashion. Bright colours are used to demand attention and make a statement. Designers of luxury items want their products to appear reputable and durable, and be seen to outlast the fashion of the day; gaudy colours such as bright pinks and yellows are unlikely.

The mass market
Strong and bold colours are used to attract the mass market. Advertisers usually use primary colours because they are the most appealing colours to the bulk of the population.

The environment
Australians live in a hot, dry environment so often use cool colours (such as pastel tints) in their buildings to make their physical environment seem cooler. In a European environment that is predominantly cold you tend to see warm, bright primary colours, creating a cheerful, cosy illusion.

Culture
Culture and history shape colour choice. If you visit Asia you will find temples painted in bright, primary colours. A European church is more likely to have more sombre colours.

Consider your e-Learning product – what colours might work? Why?

In regards to my e-Learning product, different colours can be used to highlight different modules. Sticking to a set palette will set the tone of the product. Contrasting colours will emphasis different things. I wouldn’t be too sure on the colours I’d use because I want to have some elements of fun among the serious topics. I would however avoid neon colours and pink – only because I have a preference against them. Reasons for choice of colour include:

• Culture of the organisation
• Corporate colours
• Fashion
• Your message
• Mood of message

Do not underestimate the power of colour to influence your learners!