ColorAcademy 2005 - Aesthetics

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The Colour Gradient

Introduction
If you use colours and want them to have a predictable aesthetic effect on people, you need to think of the IMPACT your colour is likely to have. Know at what level you are pitching your colours. There is a great range of possible levels from the most violent psychedelic effects to the most subdued, atmospheric and subliminal.

	Stimluating Colour (KAPOWW!) At the climax of the impact-gradient, Yellow is well-chosen by heavy industry for diagonal stripes of yellow and black as an urgent warning of danger. A designer who wants his colour to 'scream' can get a violent effect by placing yellow against black or purple or any other dark colour. Yellow is a radiant colour in that it can appear larger than the shape it occupies. Its vivacious effect makes it apt for the orgasmic expression of the discharge of impulse.
	Bold Colour (Zonk) The Power red, Vermilion or Flame is the most forceful representative of the bold or heraldic level of colour effects. It has the strength of impact appropriate to the expression of strong emotion such as love or hate. It is the psycho-motor colour of sexual potency according to clinical tests of colour preferences. It can appear on a plane in advance of its actual position. A red car may appear nearer than it actually is and so avoid many accidents.
	Moderate Colour (Bleep) Of the colours of moderate impact, the viridian greens are notable for their good focal acuity, appearing neither to advance nor recede from the surface they are on. Green has the quality of incisiveness, like black, but without black's static feeling of absolute finality. This is best appreciated, perhaps, in the Islamic delight in precise geometrical filigrees of viridian green tendril interlacements, as in the 'honeycombe' decorations of many Arabic mosques.
	Subdued Colour (Glob) Dark midnight blue can be sedative or against a light background it can be hard and disciplinary like the colour of certain uniforms. Should you need to inspire your audience with your quietness, reticence, distance or mystery, then subdued colours are likely to do this. Cold and desaturated colours can have a remoteness and calming effect under certain circumstances. Warm and subdued colours are likely to be more comforting and relaxing.