Colors not only evoke strong associations but they also have cultural meanings. For example in some cultures it is tradition to offer newborn babies either light-blue (for boys) or pink (for girls) socks. These colors have a social meaning. The initiative Pink stinks highlights these associations and fights against the fact that the color pink in society is often interpreted as a color that implicates the female gender and its social role. These interpretations became more and more established by depictions for example in public advertisement, so that they now have a strong nominative effect. However, the girly color "pink" used to stand in other times typically for boys. If following color-activists, it should be well thought about the discourse that might follow your choice of color. Nevertheless, the example shows that the meaning of colors still is constructed by humans.
Therefore, working with colors always means the tension between associations and conventions. Colors can evoke emotions without any words and are an effective medium to work with as well as other media Arten eurer zeichenhaften Kommunikation. Warning colors have an effect in all cultures. They seem to address something primeval within the human-being. On the one hand, according to many scientist relaxing colors come from the colors that nature provides. On the other hand these allocations are the result of conventions within society. They also design social alliances. If in Germany the red ones, the dark red ones, the yellow ones, the green ones and the brown ones meet each other, everybody knows what is meant: the political colors in Germany. Blue stands for the financial sector, with brown we associate warm and aromatic coffee and purple is the traditional color of Christianity.
 Chromatic circleCorporate Identity? There are two completely different ways to combine colors.
The complementary concept of colors consists of the striking contrast of primary colors. The harmonic concept of colors tries to avoid these contrasts in order to transmit silence and inner harmony. It combines colors in different saturation and brightness, if necessary it uses white, black or grey.
- Color Scheme Designer
- Farbumrechnung aus CMYK, RGB und RGB-Hexadezimal
- HKS-Vollfarben umgerechnet in CMYK-Prozessfarben
- Pantone-Vollfarben umgerechnet in CMYK Prozessfarben
 Technique: Presentation and mixing of colors
The RGB-technique produces a color with the help of the color red, yellow and blue. It is the most common way to describe colors on the screen. This process combines red, yellow and blue light spots (additive technique). Together they do not result in black (like in the subtractive technique) but in white.
The CMYK-technique is normally used for the production of print work. Using CMYK means that the different types of colour consist of the colours Cyan, Magenta and Yellow. Black is added as the fourth colour. This process is called "subtractive" because the colours filter white daylight.
If you do not want to use the "CMYK-technique", there is also the option to use "full colours". The companies Pantone and HKS offer a wide variety of already mixed colours for printing. The advantage is that even when going to different printing shops the colour will always be the same as it is not specially mixed.
The "HSV-technique" produces the color with help of chromatic value ("hue"), the saturation of the colour ("saturation) and the brightness ("value").
 Different colors and different techniques
Attention: The range of colors or the spectrum that different techniques offer are not necessarily always the same. Therefore, it is possible, that a color you have on your computer looks completely different when printed out. It can be useful to test it with a specimen book of coloured ink (something where different colors are printed on). These colors have to be compared with the colors on the computer screen. Like this it is possible to find similar colors. Even this method has its limits with the modern screens. They show contrasts and color in very different ways. The only solution is a very detailed test.