WORLD of

COLOUR
COLOUR THEORY in a CREATIVE CLASSROOM

media

fluency

a Media Fluency companion guide

INTRODUCTION
Colour is EVERYWHERE! It’s a non-verbal form of communication that decorates everything we see. It urges us to act, it compels us
to feel, and it tells us a story unlike any spoken word. We are drawn to colour when it’s skillfully used. That’s the reason why colour is
so essential to all kinds of marketing and media development.

This ebook looks at colour theory and some of the applications it has to marketing and media. It will give you an understanding of
how colour is used to invoke sense and emotion, and how it can represent the values of an organization or designer. Then, you’ll be
able to try out some projects with your students that will show them how to use the power of colour to its full effect!
 HUE: The actual quality of a colour (ex. the primary
colours red, blue, and yellow).

SHADE: The result of adding more black to darken

a hue (ex. bright blue to dark blue).

THE COLOUR WHEEL

The Colour Wheel, created by Sir Isaac TINT: The result of adding more white to lighten a hue

Newton, has become one of the most (ex. dark green to light green).
valuable tools for designers of marketing
and media. It’s your best colouring friend!
Some of the basic terms of colour theory TONE: The result of adding shades of both black and
are listed here, along with some visual white to a hue (ex. pastel colours).
examples. Explore them on your own
using the links to these resources:

Color Scheme Designer 3
 SATURATION: The level of vividness and intensity of a

Paletton.com
 hue obtained by either adding or subtracting grey to
Adobe Colour CC the hue.
 Positive: tranquility, loyalty, intelligence
 Positive: security, reliability, solidity

BLUE Negative: coldness, fear
 GREY Negative: gloom, sadness, despair

Marketing: dependability, strength Marketing: practicality, timelessness
COLOUR
MEANINGS
Positive: love, energy, passion, strength
 Positive: playfulness, femininity, joy 

Any marketer or artist
RED Negative: anger, danger, heat, injury
 PINK Negative: weakness, immaturity

understands a need Marketing: youth, boldness, action Marketing: compassion, caring
for consistency in
colour. It’s also crucial
to move beyond
simply using what Positive: joy, intellect, creativity
 Positive: courage, confidence, friendship

looks good. We must YELLOW Negative: irresponsibility, instability
 ORANGE Negative: ignorance, fatigue

actually use colour to Marketing: warmth, clarity Marketing: cheerfulness, confidence
invoke emotions that
will then give rise to
taking an action.
Positive: wealth, fertility, growth, healing
 Positive: purity, innocence, light

Here are some ideas
GREEN Negative: envy, guilt
 WHITE Negative: coldness, distance

of what particular
Marketing: health, growth, serenity Marketing: calmness, neutrality
colours represent in
our hearts and minds,
and how they can be
used in marketing. Positive: royalty, luxury, spirit, ambition
 Positive: protection, formality, class

PURPLE Negative: mystery, dejection
 BLACK Negative: darkness, evil, death

Marketing: imagination, wisdom Marketing: elegance, exclusivity
COLOR SCHEMES
Colour relates to the balance between the mind, body, and emotions. When we use colour
in media and marketing design, the right combinations can really help make our intended
statement come through. These combinations are called “schemes.”

Properly-used colour schemes are at the forefront of every design’s specific appeal and
effectiveness. They communicate the message we want to send, and invoke the feelings that
inspire opinion and action. Colour is carefully considered in any design.

The following examples are five basic and commonly-used colour schemes you see in
everyday life. You’ll discover how they were used and what makes them so effective.

MONOCHROME COMPLEMENTARY TRIAD ANALOGOUS TETRADIC

 TWITTER

Social Media
Twitter is one of the most popular social media
tools in use today. Twitter’s brand is instantly
recognizable, and their iconic shade of blue has
become known as “Twitter blue.” All of Twitter’s
colours look great because of the root colours all
shaded together for a simple but smart-looking
feel that still remains approachable.

MONOCHROME

Uniformity, Simplicity
The Monochromatic scheme uses one
colour of different shades and depths.

This colour scheme always looks good

because it’s essentially shades of the same
hue, just used to various effects. This is a
uniform and clean colour scheme that has
remarkable versatility.
 VISA

Financial Services
Even though VISA has begun to gradually
phase the gold out of its logo, the shade still
remains an essential part of their advertising.
The colour choice, which actually predates the
company itself, was chosen to invoke a sense
of luxury and exclusivity among its clients.

COMPLEMENTARY

Contrast, Harmony
The Complementary scheme utilizes two
colours that are across from each other.

This colour scheme presents the risk of

being too visually jarring if not managed
correctly. If done right, though, it creates a
great sense of harmony and also colour
compliment. This is a great scheme to use
if you really want something to stand out.
 SUPERMAN

DC Comics
The Man of Steel represents one of the most
iconic uses of the triad colour scheme in pop
culture history. The image of Superman invokes
the very best values of the primary colour triad:
strength, dependability, intelligence, warmth,
and boldness.

TRIAD

Vibrancy, Balance
The Triad scheme uses three colours from
equidistant points on the colour wheel.

The reason this scheme works so well with

media and marketing is because of its
“harmonious contrast.” This means it uses
colours that are in high contrast to each
other, and yet such a combination retains a
vibrant balance in its palette.
 SILVERBACK 3

Usability Testing Software
Silverback 3, a usability-testing app for Mac
users being released later this year, is a great
example of the clean contrast you can get from
using analogous colours. There’s nothing that’s
really overwhelming about the site, yet all the
elements and colours are used to full potential.
The dominant green shades work well with the
blue on the gorilla’s shirt, and all other shades
work for the accents. It’s a cool and gentle site
to look at overall.

ANALOGOUS

Serenity, Comfort
The Analogous scheme uses colours that are
adjacent to each other on the colour wheel.

With this scheme, usually one colour is

chosen as the dominant shade. The second
supplements it, and the third is chosen as
an accent or highlight. This is a comforting
scheme that’s quite pleasing to look at.
Having enough contrast is important here.
 GOOGLE

Search Engine
The world’s flagship search engine is hard to
miss with their bright bold tetradic colours. This
gives us an indication of Google’s distinction of
being the “primary” search engine we all use.
It’s bold and out-front in its imagery, and yet
the scheme is playful. It indicates that Google
likes to break the rules, and have a little bit of
fun in the process!

TETRADIC

Boldness, Playfulness
The Tetradic colour scheme has four colours
arranged into pairs or an equidistant group.

Often in this kind of colour scheme, one hue

is chosen to be the dominant one. When it’s
used for any marketing and media purpose,
the idea is to catch the eye and offer a sense
of playfulness and fun. In other cases, it can
be bold and sometimes rebellious.
 EXPLORING COLOUR IN PROJECT BASED LEARNING
Let your students take on these customizable activities to learn about colour theory and its role in design!

WHEEL BUILDER MASTER CLASS CATCH THE EYE CHASING RAINBOWS SELL WITH COLOUR

What variations can How do artists use How do advertisers What can you build to Why is the proper use
you develop on the colour to bring out use colour schemes to help you see the full of colour so crucial in
Colour Wheel? feeling and emotion? prompt buyer action? spectrum of light? advertising?

Build your very own Grab your favourite Create a case study of Explore methods for Create an original ad
unique model of the paints and get ready one of your favourite bringing the spectrum to sell a product using
Colour Wheel. Use all to create your own ads and demonstrate of light to life right in the medium you want.
different types of masterpiece! Bring any how all their colour front of your eyes! Use Use the psychology of
media in recreating a idea to life in a way choices made their your prism to create an colours to send your
wheel of colour! that speaks to you. product so popular. amazing light display. message to everyone!
 A companion you 

can count on.
If you enjoyed the colour theory article, we know you’ll love this.
Master Solution Fluency with this incredible teacher’s guide.
Here’s what you get:
 
• A Fluency Snapshot tool for quick assessment
• 6 exciting project-based learning scenarios
• A full rubric framework for assessing Solution Fluency
• Resources for understanding and instruction

Get a Lot for a Little.

This premium resource and others are available when you upgrade to a Teacher Professional Plan 

or a School Plan on the Solution Fluency Activity Planner. It’s a whole lot more for a little bit extra.

Visit solutionfluency.com for more information, or log in and upgrade your account today.

Please feel free to print or distribute this publication

electronically as long as you do not modify it in any
way or charge for it.