1. 12 Understanding Color Desktop Publishing: Chapter 12
©2008Thomson/South-Western

2. Objectives… Understand why color is difficult to produce.
Discover how to measure light on monitor to produce consistent color.
Learn how color theory is used to make color selections.
Digital Desktop Publishing: Chapter 12

3. Topics History Color Adjustments Web Color Color Selection
Digital Desktop Publishing: Chapter 12

4. History Introduction of Color Monitors
Ability to print became appealing
Introduction of Color Inkjet Printers
Made possible printing in color from home with limitations
Introduction of Color Photocopiers
Reproduction of color became possible
Digital Desktop Publishing: Chapter 12

5. Color Adjustments Monitor Calibration
Adjustment of monitor’s settings and color to meet standard
Adobe Gamma
Utility program provided by Adobe to calibrate monitor
Colorimeter
Device that calibrates by recording the image on the monitor
Huey
Inexpensive device by Pantone that constantly measures amount of light falling on screen and makes adjustments
Digital Desktop Publishing: Chapter 12

6. Color Adjustments Huey (continued)
Digital Desktop Publishing: Chapter 12

7. Color Adjustments Light Source Kelvins White Point
(continued)
White Point
Lightest pixel on a computer screen
Light is called color temperature
Light measured in Kelvins
Standard is 6500K daylight (D65)
Kelvins
Light Source
Candlelight
Tungsten Bulb (standard household)
Fluorescent Bulb
Daylight
Digital Desktop Publishing: Chapter 12

8. Color Adjustments Gamma Correction
(continued)
Gamma Correction
Calibration measuring screen’s brightness and contrast
Digital Desktop Publishing: Chapter 12

9. Color Adjustments ICC Profiles
(continued)
ICC Profiles
Means of transferring color information from device to device
Color Space (Working Space)
Number of colors that a device can display
Out of Gamut
Warning that device is unable to display a color
ICC (International Color Consortium)
Developed specifications that apply to image devices so color will display uniformly
Digital Desktop Publishing: Chapter 12

10. Web Color Differences from one monitor to another is constant problem
Colors you select may not be what the reader sees
Differences in light sources will also affect images
Digital Desktop Publishing: Chapter 12

11. Color Selection Types of Color RGB CMYK Used for computer monitors
Mixes red, green, and blue
Additive color to produce white
CMYK
Used for print
Mixes Cyan, Magenta, Yellow, and Black
Subtractive color to produce white
Digital Desktop Publishing: Chapter 12

12. Color Selection Additive Color Subtractive Color (continued)
Digital Desktop Publishing: Chapter 12

13. Color Selection Color Theory Understanding of relationship of color
(continued)
Color Theory
Understanding of relationship of color
Color Wheel
Visual arrangement of colors in a circle similar to spectrum of light
Complementary–colors opposite each other on the color wheel
Analogous–colors next to each other on the color wheel
Cool colors
Colors on the half of the color wheel with blue
Warm colors
Colors on the half of the color wheel with red/orange
Digital Desktop Publishing: Chapter 12

14. Color Selection
(continued)
Digital Desktop Publishing: Chapter 12

15. Color Selection Color Communication
(continued)
Color Communication
Color sends message dependent on age, gender, and culture of person viewing
Digital Desktop Publishing: Chapter 12

16. Color Selection Color Schemes
(continued)
Color Schemes
Arrangement of colors designed to create a particular response
Soft browns – soothing
Bright blues and greens – cool image
Bright colors – give sense of festivity or excitement
Digital Desktop Publishing: Chapter 12

17. Color Selection Custom Selection Pick up colors in images on page
(continued)
Custom Selection
Pick up colors in images on page
Use dominant colors in other places such as titles in headlines or frames
Use variations of color
Provides consistent look throughout document
Digital Desktop Publishing: Chapter 12

18. Business of Publishing
Business Identity
Established through color
Use colors in logos
Find color number and use specific color
Digital Desktop Publishing: Chapter 12

19. Proofreading Tips Use Pantone color swatches to proofread color
Notice subtle shading differences
Practice proofing colors by comparing screen color with what is in print
Digital Desktop Publishing: Chapter 12

20. Workplace Ethics
Color creates feelings and generates emotional responses
Fast food companies
May use reds and yellows to excite audience, encouraging them to sell more
Is this ethical?
Is it appropriate to manipulate the emotions of your readers in order to increase sales?
Digital Desktop Publishing: Chapter 12

21. Changing Workplace Monitor calibration is becoming easier
Monitors becoming more consistent as companies produce standard colors
Color is impressive if it is sharp and accurate
Digital Desktop Publishing: Chapter 12

22. Assignments…Review (1-8)
What made it possible to print color document at home? When did that occur?
What is calibration?
What Adobe utility program calibrates your monitor?
What is the lightest pixel on a computer monitor called?
What is Kelvin?
What is the industry standard for color temperature?
What is color space?
What is a color called that becomes white when all colors have been added?
Digital Desktop Publishing: Chapter 12

23. Assignments…Review (9-10)
9) What is the relationship called between colors that is based on the location of colors on a color wheel?
10) What is a color wheel?
11) What do you call the arrangement of colors designed to create a particular response?
12) What factors does the message a color sends depend on?
13) Discuss why accurate color is so difficult to manage.
14) Describe the difference in complementary and analogous colors and their relationship to the color wheel.
15) Explain the concept of warm and cool colors.
Digital Desktop Publishing: Chapter 12

24. Assigments…Activity #1 “Color Communication”
Using InDesign, create a default document.
Insert a two-column table with five rows.
Insert the title Color Communication in the top row. Merge the cells & center the text horizontally and vertically. Change the font size to 24 pt. & font type to Agency FB or similar.
On row 2, add column headings Color and Effects
Input the list of colors and their effects from the section on Color Communication on the next slide. Resize the columns and rows as needed so there is no word wrap. Add more rows as needed.
Change the font size for column headings and other rows to 14 pt with a font type of Arial.
Add alternate color fill to rows w/green & yellow & shaded at 20%
Change the row height to 3p0 & vertically center text within cells.
Center the table horizontally and vertically. Save as Ch. 12 Act 1
Digital Desktop Publishing: Chapter 12

25. Assignments…Activity #1 “Color Communication Continued”
Effects
Black
classic, strong, powerful, mysterious, elegant
Blue
tranquil, peaceful, sad, dependable, cool, constant, quiet
Brown
wholesome, rich, earthy, home-like, stabile, rustic, sheltering
Green
soothing, refreshing, healing, natural, fresh
Neutral
classic, quality, natural, timeless, quiet
Orange
sharp, friendly, vital, hot, energizing, inviting
Pink
happy, sweet, romantic, youthful
Purple
sensual, elegant, eccentric, regal, spiritual, mysterious
Red
sexy, exciting, stimulating, provocative, dynamic
White
pure, bright, innocent, clean
Yellow
harmonious, warming, sunny, splendor, anxious
Digital Desktop Publishing: Chapter 12

26. Assignments…Ch. 12 Act. 2 “Color Wheel”
Using InDesign, create a default document.
Insert a 4-column table w/9 rows
Insert the title Color Wheel in the top row. Merge the cells & center the text horizontally and vertically. Change the font size to 18 pt.
In row 2, column 1, key Complementary. Tab to column 2 and key Yellow/Purple. (Note that these 2 colors are directly across from each other on the color wheel.) Tab to column 3, select the cell and change the fill color to Yellow. Tab to column 4, select the cell and change the fill color to Purple. Tab to row 3 & continue tabbing until you are in column 2. Key Green/Red. Tab, select the cell, fill with Green. Tab, select the cell, and fill with Red
Digital Desktop Publishing: Chapter 12

27. Assignments…Ch. 12 Act. 2 “Color Wheel”
5. Repeat the instructions above for Orange/Blue and Yellow-Green/Violet
6. In row 6, column 1, key Analogous. Tab and key Yellow/Green. (These colors that are found next to each other on the color wheel.) Tab, select the cell, and fill it with Yellow. Tab, select the cell, and fill the cell with Green. Continue these instructions for the following colors: Green/Blue, Blue/Purple, Purple/Orange
7. Horizontally and vertically center Complementary and Analogous.
8. Vertically center the table. Draw two horizontal guides to use to help in centering the table on the page.
9. Save the document as Ch. 12 Act 2 or Color_Wheel
Digital Desktop Publishing: Chapter 12