ELEMENTS OF ART Value Art Fundamentals of Graphic Design

Definition of Value Value is the degree of light or dark of an object or surface. - Another term for value is “tone”.

Value has many possible steps. Value is the contrast between black and white and all the tones in between.

Value can Create 3D Space. Value can be used to give the illusion of volume and depth by adding shading to an area.

Value can Mix Spatial Effects. Value can mix the volume and depth of a design by adding shading to selected areas only. - Is this a flat or volumetric design?

Value can Create Distance. Value can make objects appear to be in front of or behind each other.

Value can Create Emphasis. Value can draw the eye to the part of the composition that the designer wants the viewer to notice first.

Value is Always Relative. Value is influenced by the background color and all other parts of the design.

Value can Create Movement. Objects of different values create a more dynamic appearance. Some parts stand out while others recede.

Value can Minimize Movement. Objects of similar value create a static design, with all parts more or less equal in visual importance.

Value and Contrast The greater the difference in value between an object and its background, the greater the contrast.

Value and Contrast The greater the contrast between an object and its background the more it will attract the eye.

High-Contrast Values Designs with high-contrast values create dramatic effects and exciting moods.

Low-Contrast Values Designs with low-contrast values create soft effects and subdued moods.

Similar Values Create Blends. When shapes of similar value are placed next to each other, they seem to merge together.

Value and Text Value issues apply equally to the use of text in a design.

ELEMENTS OF ART Color Art Fundamentals of Graphic Design

Origins of Color Color results from reflected light waves transmitted through the eyes and interpreted by the brain. This prism shows the separation of white-light waves into colors. Rainbows show the same white-light fracturing.

The Visible Color Spectrum Light consists of electromagnetic radiation of different wavelengths. Not all wavelengths are detectable to humans, but the “visible spectrum” is visible to the human eye. The "visible window" ends with ultraviolet light on one side of the spectrum and infrared light on the other.

The Visible Color Spectrum Many species can see light beyond the human spectrum. Bees can see ultraviolet light, which helps them find nectar. Some birds have ultraviolet markings on their plumage that attract potential mates. The peacock mantis shrimp has nature’s most complex eyes, which detect 16 channels of light; Humans can see only four.

Color Basics - Define “Hue” Hue - The name of a color, such as Red, Yellow, or Blue.

The Color Wheel All color wheels are constructs that try to explain the complexities of color systems: This example Shows Primary, Secondary, and Tertiary colors, along with Color Opposites

Color Hue Hues can be divided into primary, secondary, and tertiary colors. Primary Colors - Red, Yellow, Blue. Secondary Colors - Orange, Green, Violet. Tertiary Colors - Red-orange, Blue-violet, Yellow-green, etc.

The Color Wheel There are six basic hues, which are also primary and secondary colors: – Red – Orange – Yellow – Green – Blue – Violet

There are Countless Reds If one says ‘red’ and fifty people are listening, there are fifty different reds in their minds. All of these reds will be very different. Color is in continuous flux, constantly related to changing color neighbors and conditions.

Color Wheel and Value This color wheel shows value gradations through the gradual addition of black:

Variations of Color Hues Achromatic - Without hue. Contains only blacks, whites, or grays. Monochromatic - Has a single hue. May contain variations in brightness and darkness. Polychromatic - Has many hues.

Color as Value Characteristics of color include degrees of light or dark, also known as color value. Lightest Color Values Darkest Color Values

Color Value Each color has its own value range (degree of light & dark.) Below, Green has the lightest value range, while Cyan and Magenta have darker value ranges. Lightest Values Darkest Values Brightest Colors

Color Tints and Shades Tint - Addition of white to a color. Shade - Addition of black to a color. Tints Shades Pure Colors

Color Basics - Saturation Saturation – Brightness or dullness of a color. Saturation, Chroma, Intensity – All the same thing. Full-Intensity Color

Color Basics - Saturation Highest intensity color – Fully saturated. Saturated color – Maximum chroma; no neutralizing colors like black white, or gray. Full-Intensity Color

Color Saturation Fully saturated hues become dull when mixed with black, white, or gray. - Saturated Hues - Dulled Hues Still reveal their original identities, though dimmed.

Color Temperature All colors have a temperature: Warm colors - Reds, oranges, yellows. Warm colors project outward. Cool colors - Blues, greens, violets. Cool colors recede backward.

Color Basics - Characteristics Warm Colors - Yellow, Orange, Red Neutral Colors - White, Gray, Black Cool Colors - Green, Blue, Violet

Color Questions – Which color is warmest? – Which color is coolest?

Color Value - High Contrast A wide range of value variety.

Color Value - Low Contrast A narrow range of value relationships.

Sources of Light The light illumination necessary to see colors can come from the sun, a natural source, or from artificial sources, such as halogen, or incandescent and florescent lights. Computer screens display luminous light.

Additive and Subtractive Colors Additive Colors - The more colors that are mixed, the lighter the colors created: “Luminous screen colors”. Subtractive Colors - The more colors that are mixed, the darker the colors created: “Physical pigment colors”.

Additive Color System Additive Color System - Based on luminous, projected light. RGB Primary Colors – Red, green, blue. RGB - Default palette for digital graphics. RGB colors are brighter than CMYK colors: Because RGB derives from luminous projected light. White Light - Composed of maximum amounts of RGB hues. Black – The absence of all light. RGB Color

Color and the Computer Additive Color Media Additive Color Media - Television monitors, Computer monitors, DVD, video games, digital film, and digital photography.

Color and the Computer Additive Colors and Values White - The presence of all colors; Composed of maximum amounts of red, green, and blue components. Black – The absence of all light, and therefore the absence of all color.

Subractive Color System Subractive Color System - Based on mixing pigment colors. CMYK Primary Colors – Cyan, magenta, yellow, black. CMYK - Four-color printing colors. CMYK colors are dimmer than RGB colors: Because CMYK derives from reflected pigment light. Black – Called “K” for “key”. Black - Added to CMY to add value = CMYK. CMYK Color

Color and Pigment Media Subtractive Color Media Subtractive Color Media - Printing pigments, oil paint, acrylic paint, watercolors, pastels, colored pencils.

Subtractive Colors Pigments are color substances composed of metals like cobalts and earthen materials like iron. In the old days artists ground them to a powder and added a binder like oil (oil paint.) The subtractive color system is based on mixing color pigments. As colors are mixed, they create a subtracting effect.

Colors Hues? Primary Colors - Red, Yellow, Blue Secondary Colors - Orange, Green, Purple Question: Is this design composed of dominantly primary or secondary hues?

Color Hues? Question: Is this design composed of achromatic, monochromatic or polychromatic hues?

Color Hues? Question: Is this design composed of dominantly achromatic, monochromatic or polychromatic hues?

Color Basics - Saturation? Saturation – Color’s intensity, tone, chroma. Question: Where is the most saturated blue in this design?

Color Basics - Saturation? Saturation – Color’s intensity, tone, chroma. Question: Where is the most saturated red in this design?

Color Basics - Temperature? Temperature - Warm or cool colors. Question: Is this design composed of primarily warm or cool colors?

Color Basics - Temperature? Temperature - Warm or cool colors. Question: Is this design composed of primarily warm or cool colors?

Color Basics - Temperature? Temperature - Warm or cool colors. Question: Is this design composed of primarily warm or cool colors?

Color Tints and Shades? Questions: In which grid square are the lightest tints? In which square are the darkest shades? Hint: Squint to decide.