Basic Elements of “Design ”

Form/Depth: Line/Shape/Dimension/Perspective/Balance/Texture

Movement & Rhythm : Dynamic vs. Static Movement/ Repetition/Pattern/Implied Line (Psychic Wire)Light: Color & Saturation, Contrast/Value (Brightness/ Shadow)

Mood…

Black & White and Black & White and monochromatic colors can monochromatic colors can

lend a dreamy, thoughtful or lend a dreamy, thoughtful or reflective state. reflective state.

Transparent layering also Transparent layering also romance or dreamlike romance or dreamlike

contemplation.contemplation.

Color Impact & Mood

• Red: Action, aggression/ assertiveness/danger

• Yellow: Demands attention; high readability • Green: Symbol of health &

prosperity• Blue: Tranquility, stability• Black: Sophistication• Orange: Evokes “edibility”• Purple: Risk-taking

Advertisers use red to attract customers’ attention.

Consumers are attracted to red because it awakens in them feelings of warmth, passion and sensuality.

Red Hot.Red Hot.

Blue Period.

Corporate advertisers love blue. USA Today says, ”The ad business is feeling blue— literally.”

Blue is the USA's favorite color The use of blue gets consumers to

open up to the message.

Blue suggests upscale elegance.

Blue also represents technology and the future.

Blue Period.

Basic Elements of “Color Theory”

HueSaturationTints/Tones/ShadesWarmth vs. CoolnessColor Adjacency (Analogous Colors)Complementary ColorsMonochromatic design

The Color WheelPresents a logically arranged

sequence of pure hues.A range of colors generated

by mixing three beams of light.

The 3 beams combined produce white light and are called primary colors (red, green, and blue).

Isaac Newton developed the first color wheel in 1666.

Since then artists have studied numerous variations of this concept.

Color Harmony

How color behaves in relation to other colors is a complex area of color theory.

CyanMagentaYellowK-BlacK

Subtracting light (black)

RedGreenBlue

Adding light (white)

Complements vibrate

such as red text on a blue background,

Other adjacency effects…

Combinationsby name

RGB vs. CMYK

• The RGB color model is an additive model in which red, green and blue (often used in additive light models) are combined in various ways to reproduce other colors.

• The name of the model and the abbreviation "RGB" come from the three primary colors, Red, Green and Blue. These three colors should not be confused with the primary pigments of red, blue and yellow, known in the art world as "primary colors".

Color and CMYK

• CMYK is a subtractive color model used in color printing.• This color model is based on mixing pigments of the

following colors in order to make other colors:– C=cyan

– M=magenta

– Y=yellow

– K=key (black).

• The mixture of ideal CMY colors is subtractive (cyan, magenta, and yellow printed together on white result in black). CMYK works through light absorption. The colors that are seen are from the part of light that is not absorbed. In CMYK, magenta plus yellow produces red, magenta plus cyan makes blue and cyan plus yellow generates green.