Brief explanation of colour

In a graphic design process, it is impossible not to use colour. When we talk about graphic design, we're talking about visual communication, which represents more than 80% of the information received, based on shapes and colours, the latter representing approximately 40% of the communication volume.

Colour is the essential subjective element present in nature and human-made objects, helping to complete the image of reality. Colour is information, and it is present in all areas of life, in all things around us.

• Colour is perceived before shape.

• We tend to group objects by colour.

• Colour produces a triple action: the power of impression when the pigment is seen; the power of expression: each colour expresses a meaning and therefore an emotion; and third, the power of construction: it can construct the communicative language of an idea.

Colour harmony

Colour harmony plays a key role when communicating. It involves organising the chromatic values ​​of a composition, establishing an appropriate balance, proportion, and correspondence between the different parts of a whole. Everything adapts to everything; it is a common relationship through one or more colour qualities, such as:

• Hue: The maximum chromaticity of a colour. We have primary colours: yellow, red, and blue; secondary colours: green, orange, and violet.

• Luminosity: The lightness or darkness of a colour compared to the luminosity scale from white to black.

• Saturation: The degree of purity of a colour. Greater saturation = purer colour.

Colour contrast

Another direct basis of action that works in conjunction with colour harmony is contrast. Contrast is the fundamental principle of colour composition; it is the basis of a good chromatic result. Contrast occurs between two or more colours on the same surface; these differences are noticeable and affect how we perceive them.