For most readers, one thing above all jumps into the ophthalmos when reading their newsfeeds. visual content like YouTube videos, photos or second fiddle animated GIF files. That doesn't mean, of course, that texts aren't read - after all, you're second fiddle to this fee.

55 % of business people say that they spend longer time with a piece of content when it tells a good story. You can find out more about visual storytelling in our guide with Prezi and Infogram here.

It certainly means that color-coordinated, visual content such as infographics, diagrams, animated GIF files and similar content are ideally suited to benefit potential customers and improve the results of your text-based content.

From there, in this fee we have a lot of information on the common terms and tools as well as a few tips for Choosing which perfect colors put together for the attention of your visual content.

An introduction to color theory: the tones and nuances of the color wheel

First of all, a little general information on the basics of which color theory and the effect of which colors:


Nice Issac Newton and Johann Wolfgang von Goethe dealt with the effect and composition of colors and light at the time. In particular Goethe's theory of colors, which "color wheel for the symbolization of the human mental and spiritual life", forms the basis for the hands of color theories that have been established over the course of time.

Goethe's color wheelSource: Wikimedia

Colors are principally in Primary, secondary and tertiary colors assigned. All construct up to this classification Regulate to color schemes gen, for this reason it belongs to the absolute basic knowledge.

Primary, secondary and tertiary colors in the color wheel

Primary colors are the colors golden yellow, red and blue. These are the primary colors, that is, they cannot become impure from other colors.

Color wheel with primary, secondary and tertiary colors

Secondary colors on the other hand, the three colors that are created when you mix the primary colors together are, for this reason, environmentally friendly, purple and orange. 

Tertiary colors occur when you mix a primary color with a secondary color. For example, which mixture of which primary color blue and which secondary color creates a deep blue-green as a tertiary color in an environmentally friendly way (depending on the individual involvement of which shade). If you mix blue with violet, you get the tertiary color blue-violet or purple.

In order to be able to reproduce how experts proceed in the context of which color selection, in addition to these basics, you have to do second fiddle to all the other color components.

The color nuances: hue, shade, tint and tone value

There are numerous shades of these twelve basic colors - lighter, darker, paler, stronger and so on. These arise when you mix the basic colors with black, white or mouse gray. And each of these nuances has its own name.

Hue: Which term “hue” is in principle to be understood as a synonym for “shading”. Each primary and secondary color are "hues".Color nuances in the color wheel

Shading: You may have used the term “shading” as a term for lighter and darker variants of the same color shade. From a technical point of view, however, shading occurs when you mix a hue with black. Depending on how much black you add, different shades are created.

Tint: C / o which shade is the opposite of which shade. In common parlance, however, a distinction is seldom made between shading and tint. Tints arise when you mix unified hues with white. For this reason, each color is available in different shades and tones.

Tonal value (or saturation): When you mix a shade with white and black, you change the tone value of the hue. Basically, which hue is the same as the saturation. In general, however, in the context of color schemes for visual content, the term saturation is mostly used. Which term of tonal value is actually used in the context of which painting software.

Additive and subtractive color mixing

If you have ever worked with colors in a software application, sooner or later you will surely have stumbled upon a control panel while the abbreviations RGB and CMYK numbers were given. Behind these abbreviations are the following:

CMYK color model

CMYK stands for cyan, magenta, yellow and key (black). These are the same colors that are given to the printer on the second fiddle for the color cartridges - and not without reason.

Because the CMYK color model is a subtractive color model, that is, the more colors you pull across the table, for this reason subtract, the lighter - i.e. whiter - your shade becomes. Conversely, this means that the more shading you add, the more melaena - i.e. blacker - the result will be. The counterpart to this prototype is the one with additive color mixing.

CMYK color mixing results in black

A small prime example to illustrate this: You want to print something and put a white piece of paper in the printer. While shading is now being printed on the white staple paper, the white light is displaced.

If you put this printed staple of paper back into the printer to color it again, the areas that were printed by two people appear blacker than before.

Be in the CMYK prototype Colors second violin in v. H., for this reason given on a scale from 0 to 100. When all four colors - cyan, magenta, yellow, and key - are used to 100 %, you get the shade black. You achieve white if all colors are used at 0 %. 

RGB color model

That RGB color model was developed for electronic displays such as computer screens.

RGB stands for red, environmentally friendly and blue. C / o this color model will be the three basic colors added that is called added. From there, this prototype is called second fiddle as an additive color model. The following applies here: the more shading you add, the lighter - and therefore whiter - the result will be.

On computers, an intensity scale from 0 to 255 is available here. If you select intensity 0 for all of the colors, you get black. On the other hand, if you choose the number 255 for all colors, you get white. 

RGB color mixing results in white

When you define colors in a software application, both the RGB values and the CMYK values are displayed for your attention by default. Theoretically, which color model you choose does not matter. Because if you select RGB values, the CMYK values are calculated automatically and vice versa.

Please note, however, that in many web programs only the RGB or Hex color values (the color codes for CSS and Hypertext Markup Language) are used. From there, it is advisable to generally use the RGB prototype for digital content.

The color families as a superordinate group of people

If you add black or white to a hue, the base color remains recognizable though. Incidentally, when you mix different colors, it arises not necessarily a whole new shade. 

A prime example: If you add environmentally friendly small amounts of golden yellow to which shade, it only remains in a different shade, even though it is environmentally friendly. Only if you add a lot of golden yellow will at some point the amount of yellow predominate and that which is environmentally friendly has disappeared.

Every shades, tint and tonal value of a hue as well as certain mixtures of different colors can be owned by the same color family. For so long it is which case, how which fundamental tone predominates in which mixture.

To put it simply: every green tones belong to the environmentally friendly color family, all yellow tones to the golden yellow color family and all brown tones to the brown color family.

Create color schemes: How to use color contrasts and harmonies specifically

Some colors go well with each other, others neither, and it is important that you choose a coherent color concept. Because this will have a decisive effect on how your content will affect the readers.

When choosing colors for visual content, you should always keep in mind that we perceive colors in a context-sensitive manner. Here, which term is "Surroundings" used to denote all other colors used and the contrast that exists between the colors used.

Take a look at the circles below, for example.

The inner circles in both revolutions of a pair are always equally wide, equally shaped and isochromic. The only difference is the shading of the outer circle, for this reason the Background color gen which each inner ring can be seen. And depending on the background color, the inner circles appear either paler or lighter. A change in contrast can even be perceived as a movement or make an object appear three-dimensional.

Color circles and different contrasts

This is because our color perception varies depending on the contrast. From there, you should therefore choose the colors for your visual content as second fiddle rich in contrast which content in the end should be.

In the context of a simple histogram, it is actually not advisable to choose dark colors for both the main bar and the background. Instead, the main bars should come out full of light from the background to the telephone, so that the viewers subsume towards the main bar - and not the background. You might even choose complementary colors here.

While the basic set of high-contrast colors can be quite disruptive, choosing colors that go well with one another is a real challenge in many places. Fortunately, there are few logical rules that you can use to orient yourself in the context of creating a color scheme.

Analog color schemes

C / o an analog Color scheme will be a Main color combined with two colorsthat are open to the main color on the color wheel. If you want to use two more colors in addition to the three, you can add the two colors that follow the open color wheel next to the two outer colors.Representation of analog color schemes

Since which contrast is actually tiny in the context of analog color schemes, the same schemes are usually chosen for harmonious, low-contrast elements. A prime example of this would be a graphic in autumn or spring colors. Autumn colors are traditionally actually warm colors here, while spring colors are cold colors.

Here you can choose between warmer (red, orange and golden yellow) and cooler (purple, blue and green tones) combinations. As you can see in the prime example below, the contrast between the individual colors is not high, they admittedly harmonize perfectly.

This scheme is actually more suitable for pictures than for infographics or bar charts, since in the context of pictures it is desired that the individual components ignore one another almost seamlessly.

This is how soft colors work

Monochrome color schemes

Monochrome color scheme shown in the color wheelC / o will only be a monochrome color scheme a single shade used, quite in different shades or tones. There is no contrast to other colors here, but monochrome color schemes make your content appear structured and elegant. Another benefit of these schemes is that you can crop the brightness of which colors without any clutter.

Since high contrast is not required, monochrome color schemes work very well with diagrams. If you absolutely want your content to jump openly into the ophthalmos for the viewer, then such a scheme is the wrong choice.

little contrast in the monochrome color scheme

Triadic color schemes

C / o a triadic color scheme, three shades are used, the equally bright are, admittedly, stand still in stark contrast to one another. In this case, preference is given to those color tones that have the same space in the color wheel to one another.

Triadic color scheme in the color wheel

Triadic schemes are great for high-contrast, lively content. Keep in mind, however, that your content can quickly appear a bit garish if you choose the same tint for all three color tones.

To avoid this, it is advisable to either choose a main color and use the other two colors as accent colors, or two of which colors to dampen something while choosing slightly softer nuances of these two hues.

A triadic color scheme looks particularly good, as it can be divided by two in graphics such as main bar or pie charts, as the strong contrast visually highlights comparisons.

If you want to use such a color scheme for an infographic, you can combine optimal contrast while using one of the lighter colors (such as golden yellow or light green) for the background and one of the darker colors for the main color of the graphic. You can then use the three remaining colors to set accents. In order to emphasize important aspects and the core points, you can adjust the color intensity without disturbance.

Stark contrast in the triadic color scheme

Complementary color schemes

C / o a complementary color scheme, two colors (and their tints) are chosen that are opposite to the color wheel open compared to lie.

This scheme is the most contrasting color scheme and should be used with care from there. Complementary color scheme in the color wheel

When choosing complementary colors, you should use one of the two colors as the main color and the other just for accentuating.

In addition to this, this scheme is ideal for all casting of diagrams. Thanks to the strong contrast, important aspects and key points can be highlighted without any disturbance.

C / o Infographics in complementary colors, however, it is advisable to choose a very light shade of color for the background. For example, choose not unite orange for the background and for the text and accents unite blue. Here the result would probably be a bit too loud and difficult to give a lecture.

strong contrast in complementary colors

A variation on the complementary color scheme

You can second fiddle to whatever complementary color scheme mitigate, while you choose a main color and complement it with the two colors that are openly adjacent to the complementary color of this main color on the color wheel on the right and sinister. By reducing the contrast a little, you keep the advantages of the complementary color scheme in context.

complementary color scheme toned down by a main color and two other colors

Different than in the context of analog or monochrome color schemes, there is always a contrast between the colors - similar to the complementary color scheme. From there it can sometimes be a bit difficult to find the right ratio of the colors.

As you can see in the prime example below, this slightly toned-down complementary color scheme is also great for diagrams. While the desired contrast is still given, the colors harmonize well with each other.

Such a scheme would be irrelevant for an infographic. To do this, you would have to experiment with small amounts to find out which pairs of colors are most likely to go together.

Such a variant has the advantage that you have a relatively free choice in the context of which combination of colors and although you can always achieve the desired contrast. The downside is that choosing the right ratio of the two colors can be a real challenge. For this reason, this color scheme can take a little longer than the other schemes to find the right link and the right relationship.

free choice in the combination of colors

C / o which choice of color scheme you should always keep in mind which one Aims to track your content. If this requires contrast, consider choosing an appropriate color scheme. If, on the other hand, you are only looking for the most beautiful nuances of certain hues afterwards, a monochrome color scheme will help you find the hue with which perfect shade or tint.

In general, it will be much easier for you to choose the right scheme once you have internalized the principles behind the individual schemes. Because then you can select the appropriate scheme in each case with the aid of the contrast that is required for your graphic without any problems. All you have to do is ask yourself what goal the graphic should meet.

Identifier: When creating a five-color scheme, you don't have to be second fiddle to all five colors. Sometimes a graphic looks a lot more appealing if you only choose two colors from your scheme and leave the other three out of flank.

Color design tools

There are numerous theories and helpful gender words about which colors are most likely to harmonize with each other and why this is so. The greatest help in the context of the basic stock of a color scheme for visual content, however, is the tools developed for this purpose. Because the same simplify and speed up this process significantly. 

You can choose between a whole queue of tools: 

Adobe Color

Adobe Color (formerly Adobe Kuler) is suitable for all visual content - from more complex infographics to simple pie charts.

With this free online tool, you can quickly and easily create color schemes based on the basic rules explained in this fee. As soon as you have decided on certain colors of a color scheme, you can copy the associated HEX or RGB values and paste them into your preferred shipment.

In addition, the second fiddle tool offers countless predefined color schemes that provide you with ideas or that you can use for your own content. If you have an Adobe account above, you can save the schemes you have created second fiddle with no problems.  

Color theory in Adobe Color CCScreenshot - Adobe Color CC

The Adobe Illustrator color guide

When you select a shade in the Adobe Illustrator color guide, the tool automatically creates a color scheme with five colors based on this shade. In addition, the tool suggests a queue of matching tints and shades for each of the five colors.

If you then change your main color, the tool will automatically adapt all of the other colors in the scheme. A prime example of this: You have a complementary color scheme with which main color blue is selected. If you now change the main color to red, the complementary color changes from orange to environmentally friendly without being asked.

Just like Adobe Color, the Color Aid offers various predefined modes, thanks to which you can choose a suitable color scheme and then sell it to your preferred program. 

In addition, you have the second fiddle here to save the color schemes you have created under "Color groups" so that you can use them again in the future.

Color help in Adobe Illustrator

Predefined color schemes

In the event that you do not use Adobe, you will probably have at least some initial experience with a Microsoft Office product. All Microsoft Office products have a few predefined colors that you can use to create color schemes. In PowerPoint you will also find various predefined color schemes that you can use as the foundation for your own scheme.

The menu in which you will find the same schemes depends on your PowerPoint version. But one thing is the same in all versions: In the color settings, both the RGB values and, second fiddle, the HEX values of the selected colors are given. 

You can then copy these and sell them in your preferred design. 

Color theory in PowerPoint

From what theory to reality

In this fee we cover the most important theoretical principles that you need to understand the principles behind different color schemes. We hope that this knowledge will help you in the context of creating new visual content. Finally, a few general tips:

  • Don't be satisfied with the default settings. Almost every broadcast that can be used to create visual content has a queue of predefined colors. However, do not keep to the same, but define your own colors. Do not hand over important decisions like the same to the show without disruption, but make them yourself.
  • First choose just one shade. Then write down a suitable color scheme for the foundation of this first shade. If you start with more than one shade, it is more difficult to find a harmonious relationship between which colors. 
  • Save your custom color schemes. Once you've found a color scheme that you like, you can use it again in the future. Although you should not use the same color scheme for every graphic or diagram over and over again, there is nothing to be said against using your color schemes later in a different form or in a different way. 
  • Rite does the polishing. Your first work doesn't have to be perfect! Donate yourself a small amount of time, because the more experiences you combine in color design, the more experienced you will become second fiddle.

Visual storytelling - Access the guide

Cover photo: NeonShot / iStock / Getty Images Plus

Originally published March 5, 2021, updated March 05, 2021

Original source Hubspot

Published On: March 5th, 2021 / Categories: Digitales Marketing /

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