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