Color in design is very subjective. What evokes one reaction in one person may evoke a
very different reaction in somone else. Sometimes this is due to personal preference, and
other times due to cultural background. Color theory is a science in itself. Studying how
colors affect different people, either individually or as a group, is something some people
build their careers on. And there's a lot to it. Something as simple as changing the exact
hue or saturation of a color can evoke a completely different feeling. Cultural differences
mean that something that's happy and uplifting in one country can be depressing in another.
This is the first in a three-part series on color theory. Here we'll discuss the meanings
behind the different color families, and give some examples of how these colors are used
(with a bit of analysis for each). In Part 2 we'll talk about how hue, chroma, value,
saturation, tones, tints and shades affect the way we perceive colors. And in Part 3 we'll
discuss how to create effective