Color Theory and Hudson Link

Color Wheel

In Chapter 4 of an Introduction to Graphic Design: A Guide to Thinking, Process, and Style. Author: Aaris Sherin the author covers the theory of color and discusses the break down of color from primary , secondary, and tertiary hues.

Primary colors on the color wheel are include red, yellow, and blue. According to Aaris Sherin, they are pure hues which are unrelated to each other. By mixing primary colors with each other, it is possible to create any other color in the spectrum. Secondary colors include orange, green, and violet. They are produced when equal amounts of primary colors are combined. Tertiary colors are located between primary and secondary hues on the color wheel and have more of one primary color than the other. The appearance of tertiary color will depend on which primary color is dominant in the mixture. There are multiple other break downs of color hues in chapter 4 such as; Complementary, Split complements, Analogous harmonies, and Triad harmonies to name a few.

During the Hudson Link assignment we were provided with a color palette and strict brand guidelines which we needed to adhere to. These brand guidelines serve as recognition for our clients brand. The brand colors are dark blue, light blue, and gold.

According to Hudson Link’s brand guidelines their color palette retains the New York State Dark Blue, Light Blue, and Gold most often used in NYS communications. The Dark Blue evokes the value of being authentic, Gold evokes the value of being inspiring, and Light Blue evokes the state’s dynamic character while enlivening the palette overall. New York State is serious about their brand colors and so is Hudson Link.