Understand typography, multiuse design principles and elements Color Theory Objective 1.01 Understand typography, multiuse design principles and elements

Color as a Design Element Color can be used to: Evoke Emotion Set a tone or mood for the publication. Color Themes Cool Colors - colors with blue in them. Considered calming. Warm Colors – colors with red in them. Considered exciting. Neutral Colors – beige, ivory, black, gray and white Add or Detract Attention - make design elements more or less noticeable. Lead the Eye - lead the reader’s eye to certain elements in the design.

Color Harmony Create harmony by choosing pleasing color combinations from a color palette Color Wheel Color Palette

Color Schemes Complementary color scheme – any 2 colors directly opposite each other on the color wheel Examples: Red/Green, Purple/Yellow

Color Schemes Analogous color scheme - any three colors which are side by side on a 12 part color wheel Example: yellow-green, yellow, and yellow- orange.

Color Schemes Monochromatic color scheme - uses variations in lightness and saturation of a single color. Produces a soothing effect Easy on the eyes; however, can be difficult to highlight important elements

Creating Color on Monitors Computer monitors and televisions show color as light. The colors are a mixture of red, green and blue light, referred to as RGB color. Additive color – as color, or light, is added the result gets lighter Look at color palette and then experiment with the different combinations of red, green and blue. Wikipedia RGB link url = http://upload.wikimedia.org/wikipedia/commons/2/28/RGB_illumination.jpg

Creating Color on Printers Printers cannot print with light, they must use ink or toner. Printers and printing presses use a color method called CMYK. It stands for Cyan, Magenta, Yellow and Black They are based on percentages. If each is set to 100%, the color is black. As each percentage for each color is subtracted, the color changes. If all colors are subtracted, or set to 0%, the color is white. Wikipedia link url = http://en.wikipedia.org/wiki/Cmyk

Color Matching Since color is displayed differently on monitors than it is printed with printers, color matching must be used. This is the process of matching the printed ink color as closely as possible to the color displayed on the monitor. The goal is to make the printed publication as close to the one on the monitor as possible.

Color Terms Hue – a color Value – the brightness of a color Tint – a hue plus white Shade – a hue plus black Saturation - the amount of the hue used; a color’s intensity http://www.colorsontheweb.com/colorterms.asp http://desktoppub.about.com/od/howcolorworks/ss/Color-Basics-Desktop-Publishing_7.htm Pink: A tint of red Red is the hue Burgandy: A shade of red

The Systems Approach

All About Planning Design is a process that involves preliminary research and collaborative planning before it can begin. Advantages Work is done more efficiently Keeps the project organized Yields better results through improved customer satisfaction For more information, visit http://www.webdesignerdepot.com/2009/10/systematizing-the-graphic-design-process/

Step 1 – Collect Information Interview the client and/or use a questionnaire Who is the target audience? Age, Gender, Geographic location What is the goal of the design? To sell, inform, entertain, educate Formal or informal What are the technical requirements? Documents required – flyer, business card, advertisement, web site, etc. Page Size Required colors Copies needed What is the budget? What are the deadlines?

Step 2 – Develop a Plan This might include: a written proposal a price quote a customer contract the development of a design team a detailed action plan

Step 3 - Brainstorm Find inspiration in books, magazines, museums, and unwinding (taking walks, having fun, etc.) Research similar or competing designs Sketch out ideas

Step 4 - Experiment Keeping the original goal in mind, experiment with a few different design options to show the client Experiment with fonts, color schemes, graphics

Step 5 - Proofread Proofread, proofread, proofread! Have others on the development team proofread the design No client will want a product with spelling or grammatical errors

Step 6 - Revise Collaborate with the client for feedback Revise the design over and over again, if necessary

Any Questions?