Color Theory, Working with Photography & Illustrations, and Pre-Press & Production Basics 08/25/2016 Design for Advertising Miriam Ahmed
Color Theory Talking about Color Hue – pure color Value – lightness or darkness of color Saturation – richness of color Tint – white added to a color Shade – black added to a color Tone – gray added to a color
Color Theory Emotional and Psychological Perception of Color
Color Theory Value Scale: Light and dark colors
Color Theory Value Scale: Light and dark colors dark colors recede light colors advance Balance: more dark is needed for visual balance since the lighter side advances and appears larger and more dominant.
Color Theory Color Schemes Primary, Secondary, Tertiary Complementary – colors opposite on color wheel Analogous – colors side by side on color wheel Triadic – colors evenly spaced on color wheel Monochromatic – tints and shades of a single hue Nature – colors based on natural forms such as flowers Warm – yellow and colors with red and orange tones; appear vivid, energetic, advance in space Cool – violet and colors with blue and green tones; appear calm and recede in space
Color Theory
Color Theory Color Harmony Extreme unity = under-stimulation pleasing and balanced visual arrangement visual interest sense of order Extreme unity = under-stimulation Extreme complexity = overstimulation Harmony = dynamic equilibrium
Color Theory
Color Theory Perception Contrast can make forms appear larger, duller, fade into background, more brilliant.
Color Theory Perception Juxtaposition of colors can affect perception: left inner rectangle appears pink, right inner rectangle appears blue.
Color Theory Context Transparency: can be implied or actual, and affects value, saturation, and perception of depth
Photography & Illustrations Referred to as “art” Resolution – dpi & ppi 300 for print 150 for newspaper or black & white 72 for screen (digital or web) Sourcing images Own images Scanned images stock sites large image searches on the Internet (beware of copyright infringement)
Photography & Illustrations Basic photo editing in Photoshop Resizing changing resolution adjusting levels color correction Color mode Placing images into Illustrator and InDesign – links must be kept in the same folder Clipping masks Illustrations – stock vectors, free vectors
Pre-Press & Production Basics Verify resolution and color mode in Photoshop Setup 1/8” bleeds in Illustrator or InDesign Export as PDF 2001 preset will embed all fonts (remember that applications depend on fonts locally installed) and maintain proper image resolution Include printers marks and try to use document bleed settings
Assignment 4: Composition Design a logo for a new U Street live Jazz club named “Live on U” using only the 2D elements and principles of line and repetition (10 minutes) Design a logo for a bakery named “Drizzle” using symmetry and rotation. (10 minutes) Choose one of the composition approaches suggested in this presentation and design a poster advertising Live on U opening night on Friday September 30 using rule of thirds, a diagonal grid and type only. (20 minutes) Choose a different composition approach and design a poster advertising Drizzle’s grand opening on Halloween. Use visual center, expressive type and a photo or illustration of a cupcake. (20 minutes)
Homework Read Advertising Creative Chapter 3 Read Designing Brand Identity Chapter 1