Intro to Typography Project

Color Theory Write-up

Design: Color Theory

• There are 3 types of colors: Primary, Secondary and Tertiary
  
• ROYGBIV - red, orange, yellow, green, blue, indigo, violet
  
• Primary:
  
• Red, yellow, blue
  
• Pigment generated colors
  
• Red, green, blue
  
• Light generated colors
  
• Creates white light when all combined
  
• Secondary & Tertiary:
  
• Mixing primary colors creates other colors
  
• I.e. red+yellow=orange
  
• Purple doesn’t exist on the light spectrum
  
• Dark colors recede, light colors advance
  
• Warm -
  
• Cool -
  
• Color Mixing
  
• RGB - Red, blue, green
  
• RGY - Red, green, yellow
  
• CMYK - Cyan, magenta, yellow, black
  
• Color Modes
  
• Monochrome - tints, shades and tones of a single hue
  
• Gray Scale - black and white ONLY
  
• Web Safe RGB - hexadecimal compatible
  
• Color Modification
  
• Tints - add white to a pure hue
  
• Shades - add black to a pure hue
  
• Tones - add gray to a pure hue
  
• Color Harmony
  
• Complimentary colors
  
• Split complementary colors
  
• Analogous
  
• Triad
  
• Tetratic
  
• Quadratic
  
• Color Palate

• Color Properties

• Cool, warm, bright

• Dark, saturated, desaturated

• Color Intensity

• Changes in relation to its surrounding color

• Color Associations

• Color associations are universal to all humans

• Cultural and Psychological Color Associations

• Why Color Matters

• 73% of purchasing decisions are now made in-store

• Color increases brand recognition by up to 80%

• Appetite

• Blue is a rare occurrence in nation

• We have no appetite response to blue food

• The Mind

• Pink in a tranquilizing color that drains your energy

• Used in prisons, holding cell, opposing team locker rooms

• Gray has a strong power with any vivid color

Color Theory Assignment

Principles of Art and Design / Elements of Art and Design

• Design elements are the basic units of a visual image
• The Principles of design govern the relationships of the elements used and organize the composition as a whole
• All imagery, art, design and photography alike, are comprised of elements that can be broken down and analyzed. This goes for web design as well
• The difference between art and design
• Art is made for the artist - emotion, passion
• Design is about communication - want it to say something

Design Elements

• Space
• Space can exist in 2 or 3 dimensions (2D or 3D)
• It can also refer to foreground, mid, or background elements
• Can use positive and negative space
• Line
• Line is a basic element, it can vary in thickness, texture, direction
• Color
• Pop art, russian poster art, metal, earth, beach, flowers, fruit
• Shape
• Organic, geometric, or abstract
• Texture
• Implied detail to give a drawing/design depth
• Value
• The light and dark qualities of a design
• Makes the difference between a circle and a sphere
• Casting of shadows to show 2D or 3D (or both)
• Balance
• Balanced, unbalanced, symmetrical, symmetrical 2, asymmetrical, asymmetrical 2

Design Principles

• Unity
• Unity creates a sense of order, a consistency in size and shape
• Variety
• Elements that are repeating but are not the same
• Repetition
• It's hard to have repetition without variety
• Harmony
• Unity is when things are working together for a unified purpose
• Harmony is when things are in perfect unison and power
• Proximity
• Proximity can create a sense of unity, it can also show a lack of unity
• Should never be overlooked -- uses a feeling of space to create simplicity and ease
• Proportion
• Size creates power
• Functionality
• Things must be legible or must work towards ease -- shouldn’t be a challenge to use/read
• Function > Beauty
• Emphasis
• The focal point -- a guide for the eye
  
  

Principles and Elements of Design Exercise