1. Color Theory, Working with Photography & Illustrations, and Pre-Press & Production Basics
08/25/2016 Design for Advertising
Miriam Ahmed

2. Color Theory Talking about Color Hue – pure color
Value – lightness or darkness of color
Saturation – richness of color
Tint – white added to a color
Shade – black added to a color
Tone – gray added to a color

3. Color Theory
Emotional and Psychological Perception of Color

4. Color Theory
Value Scale: Light and dark colors

5. Color Theory Value Scale: Light and dark colors dark colors recede
light colors advance
Balance: more dark is needed for visual balance since the lighter side advances and appears larger and more dominant.

6. Color Theory Color Schemes Primary, Secondary, Tertiary
Complementary – colors opposite on color wheel
Analogous – colors side by side on color wheel
Triadic – colors evenly spaced on color wheel
Monochromatic – tints and shades of a single hue
Nature – colors based on natural forms such as flowers
Warm – yellow and colors with red and orange tones; appear vivid, energetic, advance in space
Cool – violet and colors with blue and green tones; appear calm and recede in space

7. Color Theory

8. Color Theory Color Harmony Extreme unity = under-stimulation
pleasing and balanced visual arrangement
visual interest
sense of order
Extreme unity = under-stimulation
Extreme complexity = overstimulation
Harmony = dynamic equilibrium

9. Color Theory

10. Color Theory Perception
Contrast can make forms appear larger, duller, fade into background, more brilliant.

11. Color Theory Perception
Juxtaposition of colors can affect perception: left inner rectangle appears pink, right inner rectangle appears blue.

12. Color Theory
Context
Transparency: can be implied or actual, and affects value, saturation, and perception of depth

13. Photography & Illustrations
Referred to as “art”
Resolution – dpi & ppi
300 for print
150 for newspaper or black & white
72 for screen (digital or web)
Sourcing images
Own images
Scanned images
stock sites
large image searches on the Internet (beware of copyright infringement)

14. Photography & Illustrations
Basic photo editing in Photoshop
Resizing
changing resolution
adjusting levels
color correction
Color mode
Placing images into Illustrator and InDesign – links must be kept in the same folder
Clipping masks
Illustrations – stock vectors, free vectors

15. Pre-Press & Production Basics
Verify resolution and color mode in Photoshop
Setup 1/8” bleeds in Illustrator or InDesign
Export as PDF 2001 preset
will embed all fonts (remember that applications depend on fonts locally installed)
and maintain proper image resolution
Include printers marks and try to use document bleed settings