COLOR THEORY DO NOW: Grab a magazine, tear out a color and glue it in your sketchbooks. Tell me why you like this color, what drew you to choosing this color? Does it make you feel something? Now, tear out another color and glue it next to the first color, why do you think it complements the first color? Explain.

Primary Colors: Red, Yellow, Blue Secondary Colors: Orange, Green Purple (Made from combining primary colors) Tertiary Colors: Made from combining consecutive Secondary and Primary Colors (ex: Yellow-Orange)

Warm Colors: Red-Purple to Yellow Cool Colors: Yellow-Green to Purple

HUE Hue is synonymous with the term ‘color’ (see Jared’s definition) SATURATION: Saturation is color intensity. Defined by how little or how much grey a hue contains. In its purest form, a hue is at maximum saturation.

VALUE: Is the lightness or darkness of a color. Light values=tints Dark values=shades A tint is created when you add more white to a hue. A shade is created when you add more black to a hue.

RGB: Red, Green Blue Display using light (screen display) (Additive color)

CMYK: Cyan Magenta Yellow Black Display using pigment (for print) (Subtractive color)

COMPLEMENTARY COLORS: Hues/Colors completely opposite on the color wheel. They enhance each other as a pair. In pigment/print, they desaturate each other. COLOR SCHEMES

ANALOGOUS COLORS: Neighboring hue families on the color wheel. Hues that span ¼ of the color wheel are always harmonious since they share the same undertones. COLOR SCHEMES

MONOCHROMATIC COLORS: The use of one hue in various values and saturation. Can call this a hue family. A hue family includes the tints and shades of one hue. MONOTONE: Like monochromatic, but the hue is a neutral color. (ex: beige, grey) COLOR SCHEMES

PANTONES The international standard for color consistency. (in print)

PANTONES

There is even a hotel!

PANTONES There is even a hotel!

DO NOW: (in your sketchbooks) -Write the title of the article and source (Business Insider) -Summarize the article about their findings regarding the color blue. (Do this in 3-4 sentences) -Respond to the article. IQIA Do you believe it is true that humans could not see the color blue until modern times? Why or why not? (Do this in 3-4 sentences.) -You have 18 mins to read and respond.

DO NOW: Communicating with COLOR RedBrownNeutral (beige, cream) OrangePink YellowWhite GreenBlack BluePurple Write down each of these colors in your sketchbooks and then write ONE adjective or emotion that you feel when you think about that color. Imagine if you were in a room where every wall was painted in the color, what would you feel?

Communicating with COLOR Color is the most instantaneous form of non-verbal communication. Where is color important? -Packaging -Advertising -Actual product

So how can you use color to your advantage when designing? Be intentional about color choice and what it might communicate about your company or product. People perceive color meaning based on personal, social and cultural reasons.

RED

ORANGE

YELLOW

GREEN

BLUE

PURPLE

PINK

BROWN

WHITE

BLACK

NEUTRAL

DO NOW: Cornell notes for Guest Speaker tomorrow Her name is Janice Rim. Write one pre-question for tomorrow. She went to NYU Film School. -Glue/tape rubric into sketchbooks -Draw Cornell notes -Write one pre- question for tomorrow Write your quest ion here