Different colour can bring out a range of emotions from varying cultures. When applying that to a brand specific associations are made. Theses associations are learnt through upbringing an cultural influences. Influences can change over the years due to historical events, an popularity of that colour. The price of dye can also effect popularity, especially within fashion.
Hue is the colour itself, the biggest chracteristic that we associate with colour. There are an infinite amount of Hue’s.
Saturation also known as chroma, is the intensity of the colour. Can be described as washed, strong, deep, soft. High saturation colors look rich and full and Low saturation colors look dull and greyish.
Additive colour involves the use of colored lights.Starting with darkness and mixes red, green and blue light together to produce other colors. When combined, the additive primary colors produce the appearance of white.
Subtractive color involves colours and reflected light. It uses cyan, magenta and yellow to subtract portions of white light, illuminating an object to produce other colors. When equal amounts are combined it produces the appearance of black.
CMYK .Cyan/Magenta/Yellow/Key. Printed in that order, as Key is the heaviest colour being black.
Primary colours are seen to be Red/Yellow & Blue they are the purest of the colours, as cannot be made from mixing others. Secondary colours are two of the primary colours mixed together, for example you mix red and yellow you would create orange, as a secondary colour. Tertiary colours therefore are primary & secondary mixed together.
Monochromatic colour is one colour, with the level of saturations changed. Could be applied to a whole brand using different stages of the monochromatic colouring.
Analogous colour work closely together, appearing next to each other on the colour wheel.
Complimentary colours appear opposite each other on the colour wheel, can create quite big an bold look.
Split complimentary are not dead opposite on the colour wheel. Can draw a triangle between the colours. Only using two will create a clash but all three together will work harmoniously.
Triad colours are evenly spread across the colour wheel. Create quite vibrant harmonies between the matched colours. One colour would normally dominate, the other two would accent the colour.
Neutral colours are two colours the same part of the colour wheel, one being light and one dark. Not creating any dominate between colours.