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Published bySheryl Rice Modified over 9 years ago
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Design 2 – Color & Layout Basics SBM 338 Lanny Wilke
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Colors Primary and secondary Warm and cool Complementary or contrasting
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Here are some common color wheels based on subtractive color and familiar colors like red, blue and yellow:
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Color wheel with primary and secondary colors
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Color wheel with primary, secondary and intermediate (or tertiary) colors
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Another color wheel with primary, secondary and intermediate (or tertiary) colors
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Secondary colors The secondary colors are green, orange and violet (purple). A secondary color is made by mixing two primary colors. Each secondary color is made from the two primary colors on either side of it in the color wheel.primarycolor wheel
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Two colors on opposite sides of the color wheel, which when placed next to each other make both appear brighter. The complementary color of a primary color (red, blue, and yellow) is the color you get by mixing the other two (red + blue = purple; blue + yellow = green; red + yellow = orange). So the complementary color for red is green, for blue it's orange, and for yellow it's purple.primary color
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Color Considerations Culture – know & respect cultural connotations Age Children – bright & solids Young – muted pastels & shades of gray
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Class Working class – primary More educated – more obscure Gender Men – cool colors Women – warmer colors Trends
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Color Terms RGB – primary colors – red, green, blue CMYK Cyan, magenta, yellow, & black The colors of a four-color layout PMS colors (no, that’s not what it means) Custom colors used by designers
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Spot color The use of one or more colors in an otherwise black & white layout Ghosting An image is reproduced at less than 100% of the color density (watermarks)
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Gradation The color shifting from a greater to a lesser intensity or completely fading as it moves across. Bleed Color or type runs to the very edge of the page.
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Layout Basics Visual flow patterns Top-down Elements are centered. Z or backward S Logo in lower right corner Upper left to lower right – the shortcut
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Layout Patterns Grids Dividing up the space using geometric patterns. Columns Chaotic (circus or field-of-tension) Alignment and proximity are the organizing principles
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Building the Layout Edges The negative space of edges Gutter – where the pages are bound Blocks and shapes Used to organize elements in your layout Copy as graphic Copy body as a block or shape
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On to Part 3 we go.
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