Colour theory encapsulates both art and science; it attempts to explain how humans perceive colour and how colours mix or contrast. While this may sound straightforward, colour theory is a technical undertaking.
So what are some of the fundamentals?
Image source: 99designs.ca
1. RGB
RGB (red, blue, green) is a mixing model, allowing you to create a vast array of colours by mixing combinations of RGB. RGB is predominantly used for screens; TV, phones, computers, and conventional photography. Prior to its use in electronics, RGB was rooted in the colour theory of human perception. RGB is rooted in light, and if you mix all 3 together, you get white! It’s unlikely that you will use RGB for physical packaging, however, it is important to keep in mind that social media ads, Facebook posts, etc, will need to be designed with RGB in mind.
Image source: 99designs.ca
2. CYMK
CYMK is extremely important for packaging (or any type of physical print). Standing for Cyan Magenta Yellow Black, CYMK colours are substractive, and get darker as you mix them together. Mixing CYMK together will create black. If you pop out the ink cartridge in your home printer, you will likely see CYMK on the pack. CYMK should be used when creating packaging as it is universally compatible with printers.
Image source: 99designs.ca
3. The Colour Wheel
The colour wheel is organized into 3 basic hues: 3 primary colours (think RGB), 3 secondary colours, and 6 tertiary colours. Here’s a quick crayola refresher: primary colours form the base of every colour you see and cannot be created from other colours. Secondary colours are made by blending primary colours, and tertiary colours are created by mixing a primary and secondary colour. The colour wheel helps to match contrasting and complementary colours.
What does this mean for packaging?
Of course colours are an integral piece of your branding machine. Understanding the use of the colour wheel will help you create a cohesive and complimentary palate. Whenever you are in doubt, turn to Pantone! Pantone is your comprehensive guide to all things colour. While pantone printing specifically is called “spot print”, they have created corresponding CYMK colours specifically for hard-copy print.
Kirsten Crisostomo is a freelance copy and content writer based in Vancouver, BC.
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