Graphic Design Color Theory Flashcards

24 sample cards from the Color Theory deck

Sampled from the end of the deck, so these are different cards from the ones shown on the syllabus page.

1. What is the difference between spot color and process color printing?

   Spot color uses a single premixed ink (e.g., a Pantone ink) applied with its own plate, giving exact, consistent color. Process color builds colors from halftone dots of the four CMYK inks, which is cheaper for full-color images but less precise for specific brand colors.

2. Give three situations where a designer should specify a spot (Pantone) color instead of CMYK.

   (1) Exact brand-color consistency across print runs and vendors (e.g., a logo); (2) colors outside the CMYK gamut, such as very vivid oranges, greens, or blues; (3) special inks CMYK cannot simulate — metallics, fluorescents, or pastels.

3. What emotional and psychological associations does red carry in design?

   Energy, passion, excitement, urgency, danger, and appetite. It raises arousal and grabs attention, which is why it is used for sale banners, warnings, and fast-food branding.

4. What emotional associations make blue the most common corporate brand color?

   Trust, stability, security, calm, professionalism, and dependability — ideal for banks, tech companies, and healthcare. Its downside: it can feel cold or distant, and it suppresses appetite.

5. Contrast the typical emotional associations of yellow and green in design.

   Yellow: optimism, happiness, energy, and attention-grabbing warmth, but in excess it can signal caution or anxiety. Green: nature, growth, health, freshness, and money/finance; it is the most restful color for the eye.

6. How does the meaning of white differ between Western and many East Asian cultures?

   In Western cultures white symbolizes purity, innocence, and weddings. In many East Asian cultures (e.g., China, Korea, parts of India) white is traditionally the color of mourning, death, and funerals.

7. What does red symbolize in Chinese culture, and why does this matter for global branding?

   In China red symbolizes luck, prosperity, happiness, and celebration (weddings, New Year envelopes). Global brands must check such cultural meanings because a color that signals danger or debt in one market may signal fortune in another.

8. What is the 60-30-10 rule in color for design and branding?

   A proportion guideline: use the dominant (often neutral) color for about 60% of the design, a secondary color for 30%, and an accent color for 10%. It creates balance and hierarchy while keeping the accent impactful.

9. What does research commonly cite about color's effect on brand recognition and product judgments?

   Color can increase brand recognition by up to 80%, and consumers form a subconscious judgment of a product within about 90 seconds, with a majority of that assessment based on color alone.

10. Which colors are classified as warm and which as cool, and what spatial effect does each group have?

    Warm: reds, oranges, yellows — energetic, and they appear to advance toward the viewer. Cool: blues, greens, violets — calming, and they appear to recede. Designers exploit this to create depth and focal points.

11. What is an ICC color profile?

    A standardized data file (defined by the International Color Consortium) that describes how a specific device — monitor, printer, scanner, camera — reproduces color, allowing color-managed software to translate colors accurately between devices.

12. Compare the sRGB and Adobe RGB color spaces. When should each be used?

    sRGB is the smaller, standard gamut of the web and most consumer screens — use it for web/UI/digital delivery. Adobe RGB has a wider gamut, especially in greens and cyans — use it for professional print workflows and high-end photography.

13. What is monitor calibration, and what are the common target white point and gamma for design work?

    Calibration adjusts a display (usually with a hardware colorimeter) so it shows colors accurately against a known standard. Common targets: white point D65 ($\approx 6500\,\text{K}$) and gamma $2.2$.

14. What is gamut, and what happens when a color is 'out of gamut' for print?

    Gamut is the full range of colors a device or color space can reproduce. An out-of-gamut color (e.g., a neon RGB green sent to CMYK) cannot be printed accurately, so it is shifted to the nearest reproducible color, often appearing duller.

15. State the WCAG formula for the contrast ratio between two colors.

    $$\text{Contrast ratio} = \frac{L_{1} + 0.05}{L_{2} + 0.05}$$ where $L_{1}$ is the relative luminance of the lighter color and $L_{2}$ that of the darker color. Ratios range from $1{:}1$ (identical) to $21{:}1$ (black on white).

16. What minimum contrast ratios does WCAG Level AA require for text?

    At least $4.5{:}1$ for normal text and at least $3{:}1$ for large text. WCAG 2.1 also requires $3{:}1$ for non-text elements like UI components and graphical objects.

17. What minimum contrast ratios does WCAG Level AAA require for text?

    At least $7{:}1$ for normal text and at least $4.5{:}1$ for large text — the strictest conformance level.

18. How does WCAG define 'large text' for contrast purposes?

    Text that is at least 18 pt (approximately 24 px) regular weight, or at least 14 pt (approximately 18.66 px) bold.

19. How is relative luminance computed from linearized sRGB channels for WCAG contrast calculations?

    $$L = 0.2126\,R + 0.7152\,G + 0.0722\,B$$ where $R$, $G$, $B$ are the gamma-corrected (linearized) channel values. The weights reflect the eye's greater sensitivity to green and low sensitivity to blue.

20. What is the contrast ratio of pure black text on a pure white background, and why is it the maximum?

    $\frac{1.0 + 0.05}{0.0 + 0.05} = 21{:}1$. White has relative luminance $L = 1$ and black $L = 0$, so the formula reaches its maximum possible value of $21{:}1$.

21. What is the most common form of color blindness, and roughly what share of the population does color vision deficiency affect?

    Red–green color blindness (deuteranomaly/deuteranopia and protanomaly/protanopia) is by far the most common. It affects roughly 8% of men and about 0.5% of women of Northern European descent.

22. Distinguish protanopia, deuteranopia, and tritanopia.

    Protanopia: missing L (red-sensitive) cones — reds look dark and are confused with greens. Deuteranopia: missing M (green-sensitive) cones — greens confused with reds. Tritanopia: missing S (blue-sensitive) cones — blue/yellow confusion; it is much rarer than the red–green types.

23. What is the single most important rule for designing accessibly for color-blind users, and name three techniques that support it?

    Never use color as the only means of conveying information. Support it with: (1) text labels or icons, (2) patterns/textures or shapes to differentiate data series, and (3) strong lightness (value) contrast — plus underlining links rather than relying on color alone.

24. Which color pairings should designers avoid for color-blind accessibility, and which palette choices are safer?

    Avoid red/green, green/brown, blue/purple, and green/blue combinations at similar lightness. Safer: blue/orange pairings, palettes varying in lightness as well as hue, colorblind-safe palettes (e.g., Okabe–Ito, viridis), and verifying designs with a color-blindness simulator.

What this deck covers

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