ColorGraphic Design School: The Principles and Practices of Graphic Design

Unit 4, “Fundamentals of Color,” pp. 92–101 Teach Yourself Visually Adobe Photoshop CS3

Chapter 6, “Paint and Draw with Color,” pp. 98–133 Chapter 7, “Adjust Colors,” pp. 136–157

Color TerminologyHue, tone, and saturation

Hue (pg. 93) – generic name for a color – ex. Red or blue. Distinguishes one color from another

Tone (pg. 93) – Value – lightness or darkness of a color. Color added with white: tint. Color added with black: shade

Saturation (pg. 93) – Intensity of a color

Color Terminology

RGB – red, green, blue

(pg 93) Used in monitors and tv screens. Additive color – white is added behind these colors. Brighter than CMYK

Color Terminology

CMYK – cyan, magenta, yellow, black

(pg 93) Used in printing. Subtractive color – colors all together make black. Darker than additive colors

Color TerminologyComplimentary color

(Pg. 93) Colors such as red and green that lie opposite each other on the color wheel.

Color TerminologyAnalogous color

(pg. 93) Colors, such as blue and green that lie adjacent to each other on the color wheel.

Color TerminologySpot Color

(pg. 94) Colors that are part of a universal matching system. Most popular: Pantone. These colors are the same at all print vendors you go to.

Example – red used for Coke – the same on everything you see printed

Color Wheel

Color Wheel

It shows the relationship between primary, secondary, and tertiary colors.

Complementary colors are separated by another color.

Analogous colors lie next to each other. A color wheel can be used to create harmony

and add contrast.

Color Wheel

A color wheel can help designers avoid color ruts.

A color wheel can help clients discover colors they want and need.

When used properly, a color wheel can help make good designs into great ones.

http://kuler.adobe.com/

Color and Human PsychThe quantity of color used is as important as

the mix of colors.

Associated meanings of colors can vary across cultures.

Color and Human PsychGroup activity – 2 groups

Cite examples of color in action, such as hot, cool, new, old, safe, dangerous, exciting, futuristic, and healthy.

For example, the Jell-O advertisements feature a woman in a white jacket. Bright red flowers appear on the jacket as she dances and eats red Jell-O. The attempt here is to make Jell-O seem exciting.

Effective color useColor is a powerful visual force.

Although the best designs look good in black and white also, color is the element of design that adds impact.

Effective color useColor limitations present in designing through

the decades.

For example, in the 1920s, designers chose only red and black colors. This was because they were unable to print full-color advertisements.

Until recently, orange was a difficult color to print and designers avoided the color because they could not predict the resulting color if orange was printed on a piece.

Effective color useGroup activity

Define the colors of the decade from the 1940s through the 1980’s. (1940’s, 1950’s, 1960’s, 1970’s, 1980’s

Regroup the students and discuss

Effective color usePatriotic colors of the war propaganda

posters in the 1940s. Hot colors such as lime green and fuchsia of

the 1950s, when Rock and Roll was new. The psychedelic art of the 1960s. The earthy colors of the early 1970s; even the

cars were brown and green. The neon Miami Vice tones of the 1980s.

Quiz 1Quiz from classes 1-4

Reading AssignmentColor in Design

Handout

Project 2Travel Destination Flyer

Handout

Lab4Using color in design

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