07 impact of color in graphic design
TRANSCRIPT
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Impact of Color in Graphic Design
MCJ 312 GRAPHIC DESIGNLijie Zhou
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What is color?The way an object absorbs reflects lightThe kind of light that strikes an objectDifferent light waves
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Three primary colors in white light: R(red), G(green), B(blue)
Color is:Not unchangeableDynamic Affected by its environment
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The color wheelMixing pigments is black but not whitePrinting (ink): C(cyan), M(magenta), Y(yellow), K (black)The traditional pigment-based color wheel (RGB)Munsell color wheel (CMYK)
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Pigment-based Color Wheel
Munsell color wheel
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Properties of ColorHue: name of the colorValue: degree of lightness or darkness in a hue
Lighter than normal: tintsDarker than normal: shades
Intensity (saturation): A measure of a color’s purity and brightness.
Two ways for reducing the intensity: mix with gray or mix with opposite color
Adobe Lightroom
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Different valuesWithin one hue
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Color SchemesComplementary: One and the opposite one in color wheel (value)Analogous: The one next to anotherMonochromatic: One hue in several values
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By John Mattos
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The Relativity of ColorSimultaneous contrast: The color is relative to the colors surrounding itJosef Albers: color and structural relationships, color is relative to the colors surrounding it. (Bauhaus in graphic design)
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The Psychology of ColorRedBlueYellowGreen…….All about personal life and memories
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Five psychological factors of color selection:
Cultural associations with colorThe profile of the audience and its color preferencesThe character and personality of the organizationThe designer’s personal relationship with colorAn awareness of current color trends
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By Georges Seurat
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OthersColor temperature:
Measured by Kelvin (K)Over 5000K: cool colors2700-3000K: warm colorsDifferent temperature, Different light radiation, Different color from a black body (non-reflective body )
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White balance