© 2002 Apple Computer, Inc Apple Web Design and Communication Creating Your Marketing Image with Logos

© 2002 Apple Computer, Inc Apple Web Design and Communication Incorporating Graphic Design Principles Balance, Unity, Contrast, Emphasis, Line, and Color

© 2002 Apple Computer, Inc Apple Web Design and Communication Balance The act of comparing or estimating two things, one against the other, and the contrast between: Empty space (white space) and filled space Text and images Color, no colors, and different colors

© 2002 Apple Computer, Inc Apple Web Design and Communication Balance Symmetrical (or formal balance) is achieved when all of the elements on the page are of equal weight and are placed symmetrically on the page. If a line were drawn through the exact center, it would divide the design elements in half. Asymmetrical (or informal balance) may be achieved when the value, size, and location of unequal elements on a page are moved to become proportionate.

© 2002 Apple Computer, Inc Apple Web Design and Communication Symmetrical Balance Asymmetrical Balance

© 2002 Apple Computer, Inc Apple Web Design and Communication Unity The correct balance of composition or color that produces a harmonious effect The focus of the message

© 2002 Apple Computer, Inc Apple Web Design and Communication Emphasis To express with particular stress or force What message is stressed here?

© 2002 Apple Computer, Inc Apple Web Design and Communication Lines Lines can be straight or curved. How are lines used in the graphic on this slide?

© 2002 Apple Computer, Inc Apple Web Design and Communication Lines Lines can indicate motion or direction. How are lines used in the graphic on this slide?

© 2002 Apple Computer, Inc Apple Web Design and Communication Color and Contrast Hue is another word for color. Using color can enhance or detract. Color wheels help determine which colors are in greatest contrast.

© 2002 Apple Computer, Inc Apple Web Design and Communication Color Wheels This logo has analogous color harmony on the bottom illustration. The bottom illustration seems to stand for squeezing fruits which is the way they make juice. Analogous colors are colors that are adjacent on the color wheel.

© 2002 Apple Computer, Inc Apple Web Design and Communication Color Wheels This logo demonstrates the use of complementary colors. The complementary color scheme offers stronger contrast than any other color scheme, and draws maximum attention. The challenge is that this scheme can be harder to balance than others. Complementary colors are colors opposite each other on the color wheel.

© 2002 Apple Computer, Inc Apple Web Design and Communication Color Wheels Triadic color scheme offers strong visual contrast while retaining harmony and color richness. A triadic color scheme uses colors that are evenly spaced around the color wheel.

© 2002 Apple Computer, Inc Apple Web Design and Communication Use of Color Think about color psychology as you create your logo. Many colors are associated with specifics feelings. Our reaction to color is almost instantaneous and has a profound impact on the choices we make everyday. Let’s try a color quiz… just for fun! In your notes, jot down your answers to the following questions.

© 2002 Apple Computer, Inc Color QuizColor Quiz 1. What color is the most attention-getting? a. Black b. Yellow c. Red Apple Web Design and Communication Correct answer: c. Red Experts say red attracts the most attention.

© 2002 Apple Computer, Inc Color QuizColor Quiz 2. Villains usually wear what powerful color? a. Black b. Yellow c. Red Apple Web Design and Communication Correct answer: a. Black Villains often wear black. Remember the "bad guy" in the black hat in western movies.

© 2002 Apple Computer, Inc Color QuizColor Quiz 3. What color is associated with royalty? a. Black b. Yellow c. Purple Apple Web Design and Communication Correct answer: c. Purple Purple, or violet, is the traditional color of royalty.

© 2002 Apple Computer, Inc Color QuizColor Quiz 4. People lose their tempers most often in rooms of what color? a. Black b. Yellow c. Purple Apple Web Design and Communication Correct answer: b. Yellow People get angry the most, and babies cry most often, in yellow rooms, according to scientific research.

© 2002 Apple Computer, Inc Color QuizColor Quiz 5. Hospital rooms are often painted in what relaxing color? a. White b. Green c. Pink Apple Web Design and Communication Correct answer: b. Green Green is the easiest color on the eye and it causes people to relax. Therefore hospital rooms are often green, as are waiting rooms for guests appearing on TV, the so-called "green rooms."

© 2002 Apple Computer, Inc Color QuizColor Quiz 6. In ancient Rome, public servants wore clothes of what color? a. Blue b. Brown c. Red Apple Web Design and Communication Correct answer: a. Blue The blue outfits worn by Roman public employees endure today in blue uniforms for police and other professions.

© 2002 Apple Computer, Inc Color QuizColor Quiz 7. What solid, reliable color implies genuineness? a. Green b. Brown c. Black Apple Web Design and Communication Correct answer: b. Brown The color of earth’s soil, brown, indicates genuineness.

© 2002 Apple Computer, Inc Color QuizColor Quiz 8. What is the least appetizing color? a. Yellow b. Blue c. Black Apple Web Design and Communication Correct answer: b. Blue Tests show blue is the least appetizing food color because it is rare in nature, and because spoiled food often turns blue. Red, on the other hand, increases the appetite. Many restaurants are decorated in red.

© 2002 Apple Computer, Inc Common Color Associations Black → Power, Authority, “Bad Guy” White →Purity, Innocence Red → Attention, Fast, Love Blue → Peace, Loyalty (most popular color) Green → Nature, Wealth, Relaxation Yellow → Cheerful, Attracts Attention (can have negative impact if it is not used selectively) Purple → Royalty, Luxury, Sophistication Brown →Solid, Reliable, Natural Apple Web Design and Communication

© 2002 Apple Computer, Inc Apple Web Design and Communication Summary The basis of good graphic design is thoughtful application of design elements, including balance, unity, contrast, emphasis, line, and color. Clearly identify what you are trying to accomplish and use design to convey your message. Your logo should: be simple (but powerful) accurately represent the image of the business convey an instant message be memorable

© 2002 Apple Computer, Inc Review 1.What does the word hue mean? 2.What is balance (in terms of design principles)? Identify two forms that we discussed. 3.Why is it important to consider color when creating a logo? Apple Web Design and Communication

© 2002 Apple Computer, Inc Using Graphics in MS Word Microsoft Word is not the best software to use for creating graphic design but because it is what we have access to, we will be exploring the tools available to use in creating your logo. After a quick overview, you should be able to do the following: Insert a text box Insert an auto shape Change the color and style of the line Change the color of the fill Add another auto shape Demonstrate layering by showing how to move one to the front. Add text to one of your auto shapes Group the two shapes together as one Apple Web Design and Communication

© 2002 Apple Computer, Inc Assignment Now it is your turn! You will create a logo for your product. The first step is to brainstorm, sketch out some options and obtain feedback from others. Apple Web Design and Communication