Graphic Design Basics pt.2 (Color Theory, Color Wheel notes, Principles and Elements of Art)

Monochromatic example

(One main color)

Line

- A set of points with only one-dimension length.

Mass

- A solid body composing a solid form.

Emphasis

- Also known as dominance, the hierarchy of visual importance.

Color

- Also known as hue specific light wave length found in the color spectrum.

The Color Wheel

- An organization of color hues around a circle, which shows the relationships between primary colors, secondary colors, tertiary colors.

Balence

- Convergence of design elements that appear to be at a whole with equilibrium.

Movement

- Motion, the process of changing place, direction or orientation.

Contrast

- Offers variety in a visual format.

Unity

- Oneness, harmony, completeness.

Rhythm

- Repetition of one or more elements within a visual format.

Texture

- Replicating 3D surfaces in 2D design through various drawing techniques.

Economy

- Simplicity in design.

Proportion

- Size relationships between elements in design.

Space

- The distance between design elements.

Value

- The relative light or darkness of an area measured in a scale from white to gray to black.

Tertiary Colors

- These are the colors formed by mixing a primary and a secondary color. That's why the hue is a two-word name, such as blue-green, red-violet, yellow-orange, Red-orange, Blue-violet, and Yellow-green

Secondary Colors

- These are the colors formed by mixing the primary colors. (Green, Orange, and Violet)

Typography

- Use of text in a design.

Direction

- Using movement to create the visual illusion of displacement.

Art, Illustrations and Photography

- Works used to tell stories, support ideas and gain attention.

Shade

- adding black to pure color

Tone

- adding gray to pure color

Tint

- adding white to pure color

Primary colors

- are the 3 pigment colors that can not be mixed or formed by any combination of other colors. All other colors are derived from these 3 hues. (Red, Blue, Yellow)

Complementary

-Red and Green, Blue and Orange, Violet and Yellow — located directly across from each other on the color wheel. -Complementary colors are useful when you want to make something stand out. However, complementary colors are really bad for text.

Color Theory/Color Wheel Notes

Color is created by wave lengths of light. These wave lengths can be seen separately when light passes through a prism. Our brain can interpret seven distinct colors: red, yellow, orange, green, blue, indigo and violet. A color circle, based on red, yellow and blue, is traditional in the field of art. Sir Isaac Newton developed the first circular diagram of colors in 1666. Since then scientists and artists have studied and designed numerous variations of this concept.

Types of Color in Web and Print Design

In Web and Print Design there are different types of color from what is on your regular color wheel.

Split-Complementary

Is a variation of the complementary color scheme. In addition to the base color, it uses the two colors adjacent to its complement. This color scheme has the same strong visual contrast as the complementary color scheme, but has less tension. The split-complimentary color scheme is often a good choice for beginners, because it is difficult to mess up.

2. Color Systems

No color system can replicate the full spectrum of color the human eye can detect. The full range of color a color system can display is called a gamut.

Principles of Art

Principles of Art

Analogous

Red and Orange, Blue and Green, etc. - located right next to each other on the color wheel. They usually match extremely well, but they also create almost no contrast. They're good for very serene, peaceful designs and artwork where you want viewers to feel comfortable.

Principles and Elements of Art

The Elements of Art are the building blocks that define visual expression, and every artist uses them. If you look at any artistic composition - a painting, photograph, sculpture, or work of graphic design - you'll find several of these elements at work.

RGB Color

This is color based upon light. Your computer monitor and television use RGB. The name "RGB" stands for Red, Green, Blue, which are the 3 primaries (with green replacing yellow). By combining these 3 colors, any other color can be produced. Remember, this color method is only used with light sources; it does not apply to printing.

CMYK Color

This is the color method based upon pigments. "CMYK" stands for Cyan, Magenta, Yellow, and Black (its what the K stands for). Using these 4 colors, most other colors can be achieved. Unfortunately, CMYK cannot reproduce the same amount of colors as RGB can, which is why yellow-greens sometimes look a bit muddy when printed. This is the method used by printers.

Warm and Cool colors

Warm colors advance and cool colors recede, affecting the perception of depth. This theory is based upon that fact that the eye adjusts when focusing on colors of different wavelengths.

Cool colors

— such as Blue, Green, and Violet, evoke a cool feeling because they remind us of things like water or grass.

Warm colors

— such as Red, Yellow, and Orange; evoke warmth because they remind us of things like the sun or fire.

1. Color Schemes

• Are collections of colors which appear harmonious together • Include: - monochromatic - analogous - complementary - split complementary - double complementary - triadic

10. Red, Green, Blue (RGB)

• Are mixed to achieve a full range of colors - colors are adjusted by using a value between 0 and 255 which refers to the light emission which will be displayed in each of the colors • Is best used for digital displays because it is formatted for additive color • Is not recommended for printing purposes

6. Cyan, Magenta, Yellow, Black (CMYK)

• Are mixed to create a full range of colors - colors are adjusted by changing the percentage of each of the four colors - colors are created by printing very small dots on top of each other so the human eye blends the colors together

3. Color Systems

• Are split into two types - subtractive color • begins with white when there are no colors and ends with black when all colors are mixed • more color means a darker result • pigment color sources are subtractive - additive color • begins with black in the absence of color and ends with white when all colors are mixed • more color means a lighter result • light color sources are additive

1. Color Systems

• Are used to configure color according to the color output of a device - most design programs will allow designers to determine the color system which is most effective for a project's final product

2. Contrast

• Can be used to develop aesthetic appeal - is essential in color to ensure color blind individuals can distinguish between colors

5. Context

• Can influence how a color appears - two or more colors placed next to each other can influence a viewer's perception of one or more of the colors

3. Contrast

• In color can be developed using: - saturation • mixing saturated and desaturated colors - value • mixing shades and tints - proportion • using difference sizes of color fields - complements • mixing complementary colors - color temperature • mixing warm and cool colors - frequency • using one color more often

6. Context Effects

• Include: - lightness effect • a mid-value color will appear lighter on dark colors and darker on light colors - crispening effect • contrast between two values of a hue will appear greater when on a background with a lightness value between the two colors - shift in saturation effect • colors of the same value and hue, will appear darker and less saturated on more saturated backgrounds

4. Color Systems

• Include: - CMYK - Pantone® - RGB - HSB

8. Pantone® Matching System (PMS)

• Is a proprietary color system created by the commercial printing company Pantone® • Contains a collection of color swatches which relate to specific inks - sometimes called "spot color" • Should not be used for: - printing in full color • color plates would need to be made for each individual color

5. Cyan, Magenta, Yellow, Black (CMYK)

• Is also called 4-color or process color • Is the color system used in digital printing and professional printing

9. Pantone® Matching System (PMS)

• Is best used for: - designs which require a specific color match, for example, in logos or brands which require a specific color match • PMS allows designers and printers to ensure certain colors are consistent throughout materials • can be used in addition to the typical CMYK print plates - one or two color print jobs • cheaper than four color printing

7. Cyan, Magenta, Yellow, Black (CMYK)

• Is not recommended for designing on a screen because CMYK is configured to the color gamut achievable on print materials which is significantly smaller than the color gamut achievable on digital screens • Is a subtractive color system Most digital printers now have the ability to print even from RGB color spaces, however the printed colors will be converted from the RGB information in the design program to a close CYMK approximation. To ensure the best quality color, designers are always recommended to use the appropriate color system for a more predictable result.

10. Spatial Effects of Color

• Refers to the way color influences where an object appears to be in a scene or design - in the natural world, colors tend to become cooler and desaturated with distance • Includes: - light colors appear larger than dark colors - warm colors appear closer in a design and cool colors fall back - desaturated colors appear to be farther back in a design

1. Color Selection

• Should be based on the following considerations: - contrast - context - spatial effects of color - psychological and cultural significance of color