1. Elements of Art & Design - part 2

2. Elements of Art and Design 1. Line 2. Mass 3. Color 4. Texture 5. Light 6. Space

3. ATTRIBUTES OF COLOR Value Relative lightness or darkness of a color. Hue Hue is the pure color. The generic name of the color.

4. ATTRIBUTES OF COLOR Saturation (s) : it is how bright and dull the color is.

5. Spot Color: Any flat color, Printed as a solid, Not made up of CMYK, Pantone color Pantone: when graphic designer select colors, they use a universal matching system. It’s called Pantone Matching System (PMS) 15 pigments (including black and white) Primarily used for print color matching Different from CMYK system Advancing/receding Warm colors appear to advance. Warm color comes toward to viewer Cold colors appear to recede when they are next to warm color

6. The colors of the circles are the same, backgrounds are different The intensities of the yellow color are different. The surrounding color can affect the object’s color.

7. Process Charts Printer’s process color guide CMYK 50% Yellow 20% Cyan 30% Magenta 0% black

8. This Art piece plays with different colors. They are little bit transparent and overlap each other. So that, they create new color. You can do the same thing on your leaf execrise

9. Duotone: 2 colored inks. Cos 4 colors printing is expensive

10. Remember, color is a powerful branding tool What would the Google logo be without it?

12. What is the the color of your brand?

13. Use Blue if… Your brand attributes communicate: trust, loyalty, reliability, relaxation, peace

14. What famous candy brand used the color BLUE to revitalize an aging product?

16. Use Red… to communicate: heat, passion, fire, anger, danger

17. This globally recognized brand’s RED color can be seen on vending machines, billboards and ads everywhere…

19. Use Green… to communicate: growth, life, nature

20. What brand boasts weekly sales of millions of bright GREEN bottles filled with fresh-smelling hair care products?

22. Use Yellow if… Your brand attributes communicate: energy, happiness, joy, light, hope, caution

23. New York City is often associated with YELLOW thanks to over 12,000 of these…

25. The Psychology of Color video

26. Do you have a favorite color?

27. Responses to color are both culturally conditioned and personal.

28. “I have tried to express with red and green the terrible passions of human nature.” – Vincent Van Gogh The Night at a Cafe, Van Gogh, Arles, 1888

29. Interesting facts about RED: Approximately 77% of flags in the world include red. Red is the international color for stop. The history of languages reveals that red is the first color after black and white. (All languages have words for black and white. If a third hue exists, it is red.)

30. The Meaning of RED: In India and Nepal, brides wear red saris. In Japan, a red kimono symbolizes happiness and good luck.

31. What does RED mean in your culture?

32. Global Color Survey Hue Test

33. Texture refers to surface quality – a sense of touch. a perception of smooth or rough, flat or bumpy, fine or coarse. TEXTURE Prayer Mat, Mona Hatoum, 1995 Sometimes, you cannot touch the art piece but the memory can give you sensation of touch. e.g. smooth translucence of marble, the rough grain of wood, the polish bronze

34. TEXTURE Betye Saar. The time inbetween. 1974 Beads, feathers, bone & velvet give different tactile sensations. That’s why the artist put the photocopy of her hand on the right. It represent the touch of the artwork.

35. TEXTURE 2 categories of artistic texture: Tactile & Visual Tactile texture : you can actually feel it. Just like architecture and sculpture In painting, artist uses a thick pigment call Impasto to create an uneven, rough, 3D paint surface Van Gogh drew lots of short brushstrokes by using thick undiluted paint The form is very obvious. The background space is sky and cypress tress but he used abstract pattern to represent them. Do you still remember the form & space from the last class?

36. VISUAL TEXTURE Visual texture refers to the illusion of the surface’s texture. It is what tactile texture looks like (on a 2D surface). Ex: textures you see in a photograph are visual textures.

37. Visual TEXTURE At first, the photographer wants you to see the red things. Then, he wants you to pay attention on the rest of details e.g. Stone, Shingle & wood The texture of architecture.

38. Visual TEXTURE Screen print – flat and smooth. Not thick paint. Lines make you feel rough. Visual texture

39. Combination of Tactile and visual TEXTURE Use contrast of color value (dark & light) You look closely at museum. Then, you can find that some are tactile texture and some are visual texture. Materials include cans, bottles and paint. The tactile and visual texture give surprising result. It creates an unified composition. Combine sculpture (3D) and painting(2D)

40. 3-D Space: Sculpture, Architecture, Installation Art e.g. architecture: space among buildings. Our movement within those space. Just like a bird. Fly among buildings. SPACE What about Drawings (2D)? How to represent space? To convert a feeling of space. We must translate them from our 3D experience to a 2D plane. In other words, how to render 3D world on a flat paper. Which one is more spacious?

41. SPACE How to create space illusion? Overlap and diminishing size The far object, smaller. The near object, bigger.

42. SPACE In these 2 pictures, What’s in common?

43. SPACE They both have center lines to draw attention Then, people use this center line as standard and compare the surroundings. e.g. people would compare the plaza behind. Smaller (far) o Create space between plaza & street lamp o Very convincing illusion Ex. Hint: You can use large leaves and smaller leaves. Overlap and resize them to form space.

44. SPACE & DEPTH Method of Perspective Drawing From a single, fixed vantage point ---> to create illusion of space and depth Foreshortening