GRAPHICS TECHNOLOGY II

Transcription

1 GRAPHICS TECHNOLOGY II

2 COLORS ARE PART OF OUR LIFE From the clothes we wear, to the things around us, the food we eat, the things we use- everything. Colors are said to activate the right brain for emotions. A design can easily reveal what it is trying to say merely by the choice of colors. Hence, it is very important to get acquainted with colors really well. Therefore Why should we consider the color wheel when designing a graphic layout? How does color affect the way we feel? How does the harmonious integration of color impact graphic design?

3 THE COLOR WHEEL The color wheel serves as a reference for the different colors, the right color mixtures, the proper color harmony and many others. The color wheel shows the three primary colors red blue and yellow. When you combine these primaries, you ll get the secondary colors orange, purple and green. Then if you combine the secondary colors to its neighboring primary color, you ll get a tertiary color. There are six tertiary colors: yellow-orange, yellow-green, bluegreen, blue-purple, red-purple and red-orange.

4 COLOR SCHEMES In working with colors, there are various color schemes that an artist or designer may use. Achromatic uses black, white and gray. Monochromatic uses a single color with various values and intensities. Black and white can be used here to add various tints and shades. Analogous uses colors that are adjacent to the color wheel. Any three neighboring colors in the color wheel are called analogous. The colors vary slightly from each other and are harmonious. Complementary uses colors located opposite each other on the color wheel like red and green, yellow and purple, orange and blue. Opposites really attract. Triadic uses three colors from the color wheel which are equally spaced from each other. The primary colors when used together are considered triadic. Orange, green and violet are triadic colors.

5 IDENTIFY THE COLOR SCHEME Achromatic, Monochromatic, Analogous, Complementary, or Triadic

6 IDENTIFY THE COLOR SCHEME Achromatic, Monochromatic, Analogous, Complementary, or Triadic

7 IDENTIFY THE COLOR SCHEME Achromatic, Monochromatic, Analogous, Complementary, or Triadic

8 IDENTIFY THE COLOR SCHEME Achromatic, Monochromatic, Analogous, Complementary, or Triadic

9 IDENTIFY THE COLOR SCHEME Achromatic, Monochromatic, Analogous, Complementary, or Triadic

10 COLOR INTERACTION Consider how colors behave when they get together. There is a great tendency that it will look different when combined with another color. Colors may change in appearance depending on its surrounding.

11 READABILITY IN COMBINING COLORS When you combine colors with type, make sure that the text is still readable. Choose colors that could emphasize and enhance type. Look into the values and saturation of colors. When you use colors whose value is near each other, the text becomes less visible and readable. Try experimenting which color can be best used for your type characters and for your backgrounds.

12 BASIC COLOR THEORIES ON HARMONY In making your designs, you would always want it to look pleasing. So we have to consider color harmony. In doing that, we merely have to know three theories: Two colors opposite of each other on the color wheel are harmonious. Any three colors equally spaced around the color wheel forming a triangle are harmonious. Any four colors forming a rectangle, each opposite of each other on the color wheel

13 COLOR TEMPERATURE The color wheel also shows color temperature. Color temperature could either be warm or cool. Colors on the red side of the wheel are warm. Colors on the green side are cool. Color temperature is relative. Red can be warmer or cooler sometimes. The use of color temperature also helps us determine the position of an object. Warm colors are said to make objects appear nearer while cool colors makes an object look farther.

14 COLOR PSYCHOLOGY Every color that we use have its own meaning and would manifest the effect on such designs to those looking at it. It is also important for you to know what the different colors mean. Below are a few adjectives that tells us what each color symbolizes. Red symbolizes: action, confidence, courage, vitality Blue symbolizes: youth, spirituality, truth, peace Yellow symbolizes: wisdom, joy, happiness, intellectual energy Brown symbolizes: earth, order, convention Pink symbolizes: love, beauty Purple symbolizes: royalty, magic, mystery Orange symbolizes: vitality with endurance White symbolizes: purity, cleanliness Green symbolizes: life, nature, well being Black symbolizes: death, earth, stability Gray symbolizes: sorrow, security, maturity

15 COLOR CONCEPTS Hue is color (blue, green, red, etc.) Saturation refers to how strong or weak a color is (high saturation being strong). Value refers to how light or dark a color is (light having a high value). Tones are created by adding gray to a color, making it duller than the original. Shades are created by adding black to a color, making it darker than the original. Tints are created by adding white to a color, making it lighter than the original.

16 COLOR PRIMERS CMYK color is related to print work and describes how the colors Cyan, Magenta, Yellow, and Black are combined. It is a subtractive process unlike how we view color on a computer monitor. So when a designer works with a 4 color process they are working with colors that can be represented by % of their individual CMYK components. The RGB color space is capable of producing many more colors than the process (CMYK) color space. The most important thing to get out of this is that colors that are in the CMYK spectrum may not be accurately displayed on a monitor, meaning you may see a difference in the colors between your monitor and what is printed. Before you get a job printed you should always view a realist proof from your printer. Pantone PMS Colors or Spot colors are solid colors that you can specify mostly used on logos or added to 4 color jobs to bring out a vibrant or color that cannot be produced with a CMYK process. Most logos are designed using 2 colors, the problem is that if you go to print the logo in a 4 color process the color will shift and may not match. If you are printing you brochures or catalogs in 4 colors and you want your logo to match your 2 color business cards you might be in for a surprise.

17 ILLUSTRATING COLOR THEORY Implementing color theory is a major component to effectively conveying a message. To illustrate your understanding of the 5 color schemes you are to create a document in Adobe InDesign that will contain 5 advertisements with each example identified as either achromatic, monochromatic, analogous, complementary, or triadic. In the same presentation provide an advertisement that demonstrates warm colors as well as an example of color colors. Be sure to have them labeled. Lastly, you will need to create a sentence which identifies each color listed below and illustrates the meaning of the color. Red, Blue, Yellow, Black, Orange, Green, and Gray