What is COLOR THEORY and why is it important in GRAPHIC DESIGN?

What is color theory? Color theory is a term used to describe the collection of rules and guidelines regarding the use of color in art and design , as developed since their early days. Color theory informs the design of color schemes, aiming at aesthetic appeal and the effective communication of a design message on both the visual level and the psychological level. Colors can be combined to form one of the five main color schemes that allow designers to achieve harmony in their designs . Color temperature is another vital consideration in design —by distinguishing between warm, cool, and neutral colors, we apparently have the power to evoke emotional responses in people. Warm colors are those with shades of yellow and red; cool colors have a blue, green, or purple tint; neutral colors include brown, gray, black, and white. While these groupings hold true in a general sense, emotional responses to colors can also be heavily affected by gender, experiences, cultural associations...