As 20th-century artist and designer Paul Klee once said, “color is the place where our brain and the universe meet.”

His words capture the idea that color goes beyond mere visual appearance; it serves as a connection between the external world and our perception of it. 

This underscores why mastering the fundamentals of color theory is crucial for designers aiming to create truly impactful work, with Wix Studio or any platform. But what exactly are the principles that guide the use of color, and how does 'color theory' shape the way we approach design?

What is color theory?

Color theory is a framework for understanding relationships between colors, and it encompasses a range of ideas and concepts, including color perception, color systems and color applications, explains Eric Hibit, a New York-based visual artist, author of Color Theory for Dummies, and visiting critic at Cornell University.

“Color is vast—the human eye perceives thousands of colors—so color theory helps us zone in on specific aspects of color to understand more,” Hibit says. 

In branding and web design, color theory can help to create a consistent visual identity or user experience, but Hibit says it can also teach us how color carries different cultural meanings and associations across the world, how color psychology impacts viewers' behavior and emotion, or how our perception of it can change in different contexts.

How we see color

We perceive color when light reflects off objects and activates photoreceptor cells (cones) in the retina, which detect different wavelengths, according to the American Academy of Ophthalmology. The brain then processes signals from these cones to create the experience of color. In low light, rod cells take over, leading to a perception of shades of gray.

Despite general color consistency, perception of color can vary from individual to individual. Color blindness occurs when one or more types of cones are absent or perceive colors differently, affecting the ability to distinguish certain hues. An estimated 350 million people live with red-green color blindness, the most common form. That means 4% of the total population experiences color differently. Designers should always be mindful of the colors they select and how they impact the accessibility of a project. More on that later!

4 color theory fundamentals 

Understanding the concepts of hue, saturation, light intensity and color context are useful for effectively using color in design. These principles help define the characteristics of a color and influence how it is perceived. Hibit walks us through some of these terms here.

01. Hue

Refers to the "pure" color as seen on the color wheel, like red, blue or green. When a color is fully saturated, it is at its purest form and cannot become any more of what it is—such as the most intense red or blue possible.

02. Desaturation

Involves dulling a color by adding gray or its complementary (opposite) color. The addition of gray, which can range from dark to light, reduces saturation and alters the hue's lightness or darkness.

03. Light intensity

Indicates a hue's degree of lightness or darkness. Hibit suggests looking at a greyscale color wheel to better understand this in action. If you take a black and white photo of the color wheel, you'll see that yellow appears as light gray, while purple appears as a much darker gray. “That's because yellow and purple have very different light intensities: yellow is inherently light, and purple is inherently dark,” he explains. “It's useful to understand light intensity because color choice is never just about the hue. Color choice is also about the lightness or darkness of a chosen hue, and the visual impact in a given application.”

04. Color context

Colors appear differently depending on their surrounding colors. This principle emphasizes how the perception of a color can change when placed next to others, influencing contrast, vibrancy or readability. 

How to use the color wheel

The color wheel can be a helpful tool for understanding hues—pure, saturated colors—and their relationships to one another. Like its name suggests, the color wheel is organized in a circular layout and includes primary colors (red, blue, yellow), as well as secondary colors created by blending two primaries. Tertiary colors emerge from mixing a primary with a neighboring secondary. The circular arrangement helps illustrate the connections between different hues, making it easier to develop cohesive and balanced color schemes.

“While the wheel is useful for finding primaries, secondaries and tertiaries—or locating complementary colors—color wheels don’t show the true vastness of color,” Hibit says. He points to pink, mauve and maroon, which come from mixing white, gray and black (respectively) with red. “You have to venture off the color wheel of hues to get into the true complexity of color.”

What is color harmony? 

Color harmony involves choosing colors that look aesthetically pleasing together. Common color harmony schemes include:

• Complementary colors (opposite each other on the color wheel) for high contrast.

• Analogous colors (next to each other on the wheel) for a cohesive look.

• Triadic colors (evenly spaced around the wheel) for vibrant, balanced contrasts.

• Monochromatic schemes (different shades and tints of a single color) for a subtle effect.
  

In some cases, Hibit says color harmony is subjective. “What is harmonious to you might not be harmonious to me, and vice versa. Dissonance can create visual interest.”

Color theory tips for designers

Use complementary colors for contrast and accessibility

Selecting colors that are positioned opposite each other on the color wheel can draw attention to key elements and also help ensure that there's enough contrast between background and foreground colors for text readability. This is crucial for color blind users and for creating designs that work well in various lighting conditions. Color palette generators like coolors.co have a built-in contrast check and color blindness simulator so you can see how people with visual differences perceive colors. 

Consider color psychology

Colors can trigger various emotions and meanings (see also: dopamine colors). For example, blue is often associated with feelings of trust or professionalism, while pastel shades like mint green and lilac have become synonymous with branding that targets Gen Z consumers. When choosing your color palette, consider the feelings you want to elicit in your audience or target users.

Leverage analogous colors for harmony

Colors that sit next to each other on the color wheel, like green, blue-green and blue, can create visual harmony in your design. On the other hand, color contrasts can add energy to a design, pushing beyond conventional ideas of harmony.

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