Research color theory.

Research should include

• defining subtractive cyan, magenta, yellow, and key (black) (CMYK) and additive red, blue, green (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 various aspects of the Pantone Matching System (PMS)
• identifying the use of color hexadecimal color (HEX) codes.

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?