I was sledding down a snow-packed hill with some friends. They slid down, climbed back to the top, and slid down again many times.
After many trips, one slide down was different. My sled began to go faster and faster.
It sped down the hill so fast that light from ahead spread into rainbow colors.
I knew I was going almost as fast as light itself. [...]
My entire scientific carrer has been a meditation on that dream."
- Albert Einstein

[Color-The Language or Light by Karen Speerstra]

LECTURE

Color: the property possessed by an object of producing different sensations on the eye, as a result of the way the object reflects or emits light.

Color Wheel by Moses Harris (1766)

Color Properties (in electronic color) :

Hue

is the quality that we might describe as the "basic color" of something. It's given an angular value on the color wheel.

The hues on the two sides of the color wheel are usually referred to as warm and cool colors.

Examples :

warm hues : Casa de la rosa | retro

Leroy and Sons Motor co (cool hues)

Saturation

is the "purity" of the color[...] A yellow that can't get any yellower is fully saturated.
To desaturate a color you add grey.

Examples :

FLOAT ("softer", less saturated color scheme)

Boundless Cosmetics ("neon", saturated color scheme)

Brightness

is determined by how much black is mixed with the color.

Examples :

(example of hue, saturation, brightess values in Photoshop.)

Colors in Branding. Color and mood. Psychology of color.

"Colors can speak, if we listen. I learned as a child to hear colors." - Wassily Kandinsky

"Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone." (Source)

See example of color associations.

(Demo and Presentation with use of colors in brand case study: Name color values, color scheme.)

Case Studies :