Title: Research color theory.
Course: Advertising Design I (05163-I) > Section: Exploring Elements and Principles of Design

Research should include

- defining subtractive (CMYK) and additive (RGB) color models
- describing the effects of different colors on the client and consumer, emotion, and impulse
- identifying the relationship between colors (e.g., value, weight)
- describing the effective use of color families
- identifying the Pantone Matching System (PMS).

Process/Skill Questions:

- When developing a message with a somber tone, what colors might be most effective?
- How can color be used to set a mood in a composition?
- How might color affect a consumer’s decision-making process?