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When making color decisions, it is important to determine the target audience in order to convey the right message. Color decisions can influence both direct messages and secondary brand values and attributes in any communication. Color should be carefully selected to align with the key message and emotions being conveyed in a piece. [41]
Color theory, or more specifically traditional color theory, is the historical body of knowledge describing the behavior of colors, namely in color mixing, color contrast effects, color harmony, color schemes and color symbolism. [1] Modern color theory is generally referred to as Color science.
The theory varies between two main proposals: that language structure determines how individuals perceive the world and that language structure influences the world view of speakers of a given language but does not determine it. [2] There are two formal sides to the color debate, the universalist and the relativist.
The Art of Color: the subjective experience and objective rationale of color. New York: Van Nostrand Reinhold. ISBN 0-442-24037-6. Itten, Johannes, and Birren, Faber (1970). The Elements of Color: A Treatise on the Color System of Johannes Itten Based on His Book The Art of Color. New York: Van Nostrand Reinhold. ISBN 0-442-24038-4
Barnlund's model of interpersonal communication. The orange circles represent the communicators. The other colored areas symbolize different types of cues. Communication takes place by decoding cues (orange arrows) and encoding behavioral responses (yellow arrows). Barnlund's model is an influential transactional model of communication. It was ...
To help display and organize his color theory, Munsell created the Munsell color system. It is set up to organize each color by the color's hue, value, and chroma. Each dimension of a color can be changed independently of the other dimensions. [6] This helped Munsell organize the colors in a three-dimensional space, known as the Munsell Color ...
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Communication theories vary substantially in their epistemology, and articulating this philosophical commitment is part of the theorizing process. [1] Although the various epistemic positions used in communication theories can vary, one categorization scheme distinguishes among interpretive empirical, metric empirical or post-positivist, rhetorical, and critical epistemologies. [13]