Color Psychology

Visual Organization

Effective page design maps a viewers route through the information. The designers objective is to lead through the design

Visual Hierarchy

• will establish focal points based on their importance to the message that's being communicated.
• a crucial part of the design process is to establish an order of events, a visual structure
• Ask yourself

1. What do I want them to see first?
2. What do you want them to see second?
3. Third?
4. Fourth?

Logotype

Logotype- a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. (LOGO)

• Numerous inventions and techniques have contributed to the contemporary logo including logographic languages, such as Egyptian Hieroglyphics, coats of arms, watermarks and the development of the printing technology.
• As the industrial revolution developed in the 18^th and 19^th centuries, photography, and lithography (an early method of printing) contributed to the boom of an advertising industry that integrated typography and imagery together on the page. At the same time, typography itself was undergoing a revolution of form and expression that expanded beyond the modest, serif typefaces used in books.
• The art were expanding in purpose- from expression and decoration of an artistic, storytelling nature, to a differentiation of brands and products that the growing middle classes were consuming.
• Consultancies and trade-groups in the commercial arts were growing and organizing; by 1890 the US had 700 lithographic printing firms employing more than 8,000 people.
• Playful children’s books, authoritative newspapers, and conversational periodicals developed their own visual and editorial styles for unique, expanding audiences.
• As printing costs decreased, literacy rates increased, and visual styles changed, the Victorian decorative arts lead to and expansion of typographic styles and methods of representing businesses.
•  By the 1950s, Modernism had shed its roots as an avant-garde artistic movement in Europe to become an international, commercialized movement in the United States and elsewhere.
• The visual simplicity and conceptual clarity that were hallmarks of Modernism as an artistic movement formed a powerful toolset for a new generation of graphic designers.
• LESS IS MORE
• Modernist inspired logos proved successful in the era of mass visual communication ushered in by television improvements in printing technology. And digital innovations.
• Logo design is an important area of graphic design, and one of the most difficult to perfect.
• This is because logos are meant to represent companies’ brands or corporate identities and foster their immediate costumer recognition.
• Why is less more?
• Real people in real life do not stare at and analyze logos.
• They just “see” it and a quick glance will not be enough to get all the details in a complex logo.
• A logo needs to be simple, but have enough personality to stand out in a crowd.

5  Principles of logo design

1. Simplicity: It has to be easily recognized
2. Memorable: Keeping it simple yet appropriate makes it easy to remember.
3. Timeless: Will it look good in 20-30 years?
4. Versatile: Work across a variety of media and application. Still effective in different colors.
5. Appropriate: You have to design for the audience and not for your own personal interest.

Four color process v. Spot color

• Four color printing is made up in CMYK color mode. 
• Spot color is a method of specifying and printing colors in which each color is printed with its own ink. 

Iconic/symbolic

• Icons are compelling yet uncomplicated images that are emblematic of a particular company or product.
• Instantly recognizable
• memorable
• clarity when reproduced

WordMark- A logo, commonly known in the design industry as a "word mark", incorporates the name of the company or industry in a uniquely styled type font. 

Pantone Matching System

• The system is set up like paint at a store. There are different colors and each has its own number.
• Color can elicit different emotions from audiences.

Letter Head- most should be nearly completely blank, so that the paper can be used to write on. (memos). 

Envelope- standard #10- this packaging contains a letter, typically includes three things. The company name, logo, and address in the top left corner.

9.5x4.125 horizontal or vertical, must leave room for stamp, and recipients address, check for accuracy, check for unity, continuity among other pieces. 

Photo Composition

snapshot or photograph?
Snapshot- a quick, spontaneous picture taken to record a moment in time.
Photograph- an image taken with care and thought
Rules of composition- (rule of thirds)- IMaginary lines drawn dividing your camera into thirds. both horizontally and vertically.
Focal point should never be in the middle of the frame unless the frame is filled because of a macro type shot.

Leading lines are visually lines created in the foreground or background of the composition to lead the viewers eye through the photo

The Creative Process

Why is this process important?

1. Ability to plan and time your work
2. Improve consistency
3. Raise the quality of work
4. Communicate more effectively and in a more professional manner.

The Steps of the Creative Process

• Research
• The more you know, the easier the project will be! Research the client and the competition. Get online, look in magazines, listen to music, pay attention to the world about you... whatever you need you need to become inspired
• Brainstorm
• Striving to be unique and innovate while still following the current trends, ensures a fresh amd creative approach
• Sketching
• Execution

Cave Paintings | 35,000 years ago

Painting of bison from Lascaux

What are cave paintings? It was a way for prehistoric man to communicate and record events. Beautiful, detailed, and colorful representations found on the inside of cave walls and ceilings.

Name several common themes found in cave paintings? The most common themes are large animals such as bison, horses, deer, tracings of human hands, and abstract patterns.

How were these paintings created (tools, pigments)? Water, plant juice, animal blood, soil, charcoal,hematite: a form of iron oxide. Sticks, small stones, leaves, animal hair.

What is the most famous cave painting site? When was it discovered and by whom? Lascaux; located in France. It was discovered in 1940 by four teenage boys.Post an example of cave painting(s) from this cave.

Why did this cave have to be closed? What was done to satisfy public curiosity? The paintings were being damaged by carbon dioxide emitted by the tourists. To satisfy public interest, the french government created Lascaux 2
Post an example of cave painting(s) from Altamira cave.
In Altamira cave, why do most of the paintings have a red hue? There is red clay in the soil.

Who discovered this site? How old are the paintings confirmed to be? 

What is the oldest known cave painting site? When was it discovered and by whom?Post an example of cave painting(s) from this cave.

What was different about the painting techniques at this site?

What is "speleology"?

What three reasons do archeologists and historians believe prehistoric man created cave paintings?

Assignment 11

             Week 11's assignment was probably my favorite that I have done in the class. I enjoyed incorporating my own photography into my work in the class, and I think that it is the most visually pleasing project that I have completed this year. I submitted my work (this assignment) onto my photography page on Facebook and on a photography website that I enjoy submitting my photos to so I can receive feedback and constructive criticism. People liked the picture and have requested posters. I am very happy with how assignment 11 turned out.

Semester Reflection

Over the last semester in Introduction to Graphic Design, I have learned a lot of things that will help me with my photography. I have also learned a lot about tools that can do multiple different things and it is very interesting how you can manipulate images to make them better, or alter them completely.
Next semester I would like to use Adobe Photoshop more extensively and learn how to remove blemishes, replace colors, and alter photographs efficiently. I would also like to get better at making deadlines.

Week 17 review

There are many types of serifs. Because of this, typefaces using serifs may not be as easy to classify. The serifs can be very abrupt or the can be large or log. It also shows us the origin of the word serif which can be traced back quite a ling tome to the Dutch.

review week 14

Academy of Art College in California
Amarillo College in Amarillo, Texas
Art Institute of Colorado in Denver Colorado
Art Institute of Atlanta in Atlanta, Georgia
Art Institute of Dallas in Dallas, Texas

What is a portfolio? A portfolio compiles all of the art and assignments that you have worked on in order to organize it and make it easily available for those who want to look at it.

What is the importance of a portfolio? It organizes the material that you have created so that possibly employers can see it.

review week 13

How do you add a layer mask to a particular layer? You select the layer on the layer palette and then you press the add layer mask

What two colors are used to create the mask? Black and white

Describe the process of using a layer mask? You add the layer mask and after it has been added, you paint the area black to erase the area around the mask, and white to bring it back.

review week 12

How can you, as the designer, use principles of design to help compose a page? You can use different layouts and lines to organize the page and the design to make it more appealing to the target audience

What are the principles of design (define each in your own words)? The principles of design are how you decide to organize your design, what aspects you decide to include, and the way you present your design

Stephen Kroniger

What kind of art/design does he produce? He uses clippings of real objects to make other objects.

In what publications/media studios has his work been featured? Books, tv shows, and art galleries

Post 2 samples of his art. Answer the following questions for each piece...
Was this piece published? Where?

What principles of design were utilized within the piece? How?

What elements of design were utilized?

Color schemes.

  Triadic
  Monochromatic
Monochromatic

Complimentary

Split complimentary

Andy Warhol

Within what art genre did Warhol work? Pop art

Define the genre? includes imagery from popular culture such as advertising, news

During what years was he alive? August 6, 1928 – February 22, 1987

Post 2 samples of his art. Answer the following questions for each piece.

Title of the piece?

Describe the color that he utilizes. Does he use any particular color scheme?

What do you notice about the artwork itself?

1. Campbell's Soup

2.Monochromatic. He uses mostly hues of red

3. It is very simple, yet it appeals to the eye.

   

1. Flowers

2. Monochromatic- He uses red along with some neutral colors.

3. The art looks sloppy.

Review week 9

Compare and contrast vector graphics and pixel images. Vector images are continuous and do not usepixels so the image is not distorted when enlarged.

What resolution is necessary to print raster images? 300

What resolution is necessary to display raster images on the internet? 72

Review week 8

Why must designers pay close attention to how color is utilized within a composition? Because, depending on the colors used, the design might clash and be unappealing.

Why is the color wheel an important tool for graphic designers? It helps you know what colors will go well together and which ones will not.

Find an example of neutral colors utilized within a design (hint: google poster design). Near the sample, discuss why you feel the designer included neutral colors within the composition.

The designer uses the neutral colors to draw attention to the brilliance of the red couch. 

Briefly describe how we "see" the color of an object? White light hits the object and the object reflects color back to our eyes and we see what ever is reflected.

Steve Jobs

Who is Steve Jobs? The CEO for Apple, that died recently

What company was he CEO for many years? Apple

What did he do for the computer industry? He revolutionized the computer industry by making computers more appealing and efficient.

How did this man impact the graphic design industry? The way his computers were advertised was very simple yet very appealing to the eye so many people wanted his product.

"Podcast #2 Color Theory"

The right use of color can do what? Maximize productivity, minimize visual fatigue, and relax the whole body.

Within the electromagnetic spectrum, which waves allow us to see color? Visible light

Describe white light? White light occurs when there is an equal part of all colors in the visible spectrum are present.

How do we see color if objects "have no color of their own"? Objects reflect certain spectrum of visible light/ color, and they absorb others.

What is a glass prism? A glass prism is a tool that can be used to split white light into the colors that make up the white light.

What seven colors result when white light is refracted through a prism? Red, orange,yellow,green,blue, indigo, and violet.

Describe hue? Hue is the intensity of a color

When does white light occur? when all light is reflected back to your eye.

When does black light occur? When no light is reflected to your eye.

How color is perceived depends on what? The light or environment that the object is perceived in.

What is a color wheel? The color wheel is a wheel of color that shows the relationships of the colors.

What are primary colors? Name them? Red, blue and yellow

What are secondary colors? Name them? Orange, green and violet

What are tertiary colors? Name them?
red orange, yellow orange, blue green, blue violet, red violet, and yellow green.

What are neutral colors? How can they be created? Colors that do not show up on the color wheel. The have low saturation.

How can a neutral color help a design? They help put focus on other colors.

What are complementary colors? Name them? red and green, orange and blue, yellow and violet.

What is color value? Lightness and darkness of the hue.

What is a shade? Color mixed with black

What is a tint? color mixed with white

What is saturation/intensity? hue

What happens when you mix complementary colors together? They become neutral colors.

Describe color harmony? When colors complement eachother and go together well.

What is a color scheme? A scheme use throughout a design to make the advertisement or design appealing to the eye.

Describe a monochromatic color scheme? uses one color

Describe an analogous color scheme? uses three colors that are side by side on the color wheel.

Describe a complementary color scheme? uses solely complementary colors in a design 

Describe a split-complementary color scheme? one color then the two colors beside its compliment.

Describe a triadic color scheme? three colors that form a triangle on the color wheel

What colors are considered to be warm colors? colors between yellow and red

Describe a warm color scheme? analogous with red orange and yellow

What colors are considered to be cool colors? blue through yellow

Why is important to consider which colors are being used within a design?so that the colors do not clash and it is appealing to the eye.

Review week 6

What is the pen tool used for? The pen tool allows you to follow a line with a tool that makes a continuous line that can be manipulated through the use of handles.

How can you manipulate a path/line in Illustrator? Discuss the use of the white arrow tool, pen+, pen-, and convert too.
There are many ways to manipulate lines that are created with the arrow tool. You can use the white arrow tools to move the anchor points on the line. The pen + tool will add an anchor point while the pen - tool will get rid of an anchor point. The convert too will change the anchor points and the shape of the line.

How can you utilize the layers palette in Illustrator? You can use the layers palette to edit an image and it will help keep the lines or shapes on their own layers so they can be deleted or edited without altering other object unintentionally.

How do you create a clipping mask in Adobe Illustrator? In illustrator, to make a clipping mask, you have to select an object then bring that object to the front. Once the object is in the front, you go to the object file at the top of the page and once it opens, select "create clipping mask".