1. Understand typography, multiuse design principles and elements
Color
Theory
Objective 1.01
Understand typography, multiuse design principles and elements

2. Color as a Design Element
Color can be used to:
Evoke Emotion
Set a tone or mood for the publication.
Color Themes
Cool Colors - colors with blue in them. Considered calming.
Warm Colors – colors with red in them. Considered exciting.
Neutral Colors – beige, ivory, black, gray and white
Add or Detract Attention - make design elements more or less noticeable.
Lead the Eye - lead the reader’s eye to certain elements in the design.

3. Color Harmony
Create harmony by choosing pleasing color combinations from a color palette
Color Wheel
Color Palette

4. Color Schemes
Complementary color scheme – any 2 colors directly opposite each other on the color wheel
Examples: Red/Green, Purple/Yellow

5. Color Schemes
Analogous color scheme - any three colors which are side by side on a 12 part color wheel
Example: yellow-green, yellow, and yellow- orange.

6. Color Schemes
Monochromatic color scheme - uses variations in lightness and saturation of a single color.
Produces a soothing effect
Easy on the eyes; however, can be difficult to highlight important elements

7. Creating Color on Monitors
Computer monitors and televisions show color as light.
The colors are a mixture of red, green and blue light, referred to as RGB color.
Additive color – as color, or light, is added the result gets lighter
Look at color palette and then experiment with the different combinations of red, green and blue.
Wikipedia RGB link url =

8. Creating Color on Printers
Printers cannot print with light, they must use ink or toner.
Printers and printing presses use a color method called CMYK.
It stands for Cyan, Magenta, Yellow and Black
They are based on percentages.
If each is set to 100%, the color is black.
As each percentage for each color is subtracted, the color changes.
If all colors are subtracted, or set to 0%, the color is white.
Wikipedia link url =

9. Color Matching
Since color is displayed differently on monitors than it is printed with printers, color matching must be used.
This is the process of matching the printed ink color as closely as possible to the color displayed on the monitor.
The goal is to make the printed publication as close to the one on the monitor as possible.

10. Color Terms Hue – a color Value – the brightness of a color
Tint – a hue plus white
Shade – a hue plus black
Saturation - the amount of the hue used; a color’s intensity
Pink: A tint of red
Red is the hue
Burgandy: A shade of red

11. The Systems Approach

12. All About Planning
Design is a process that involves preliminary research and collaborative planning before it can begin.
Advantages
Work is done more efficiently
Keeps the project organized
Yields better results through improved customer satisfaction
For more information, visit

13. Step 1 – Collect Information
Interview the client and/or use a questionnaire
Who is the target audience?
Age, Gender, Geographic location
What is the goal of the design?
To sell, inform, entertain, educate
Formal or informal
What are the technical requirements?
Documents required – flyer, business card, advertisement, web site, etc.
Page Size
Required colors
Copies needed
What is the budget?
What are the deadlines?

14. Step 2 – Develop a Plan This might include: a written proposal
a price quote
a customer contract
the development of a design team
a detailed action plan

15. Step 3 - Brainstorm
Find inspiration in books, magazines, museums, and unwinding (taking walks, having fun, etc.)
Research similar or competing designs
Sketch out ideas

16. Step 4 - Experiment
Keeping the original goal in mind, experiment with a few different design options to show the client
Experiment with fonts, color schemes, graphics

17. Step 5 - Proofread Proofread, proofread, proofread!
Have others on the development team proofread the design
No client will want a product with spelling or grammatical errors

18. Step 6 - Revise Collaborate with the client for feedback
Revise the design over and over again, if necessary

19. Any
Questions?