12 Understanding Color Desktop Publishing: Chapter 12 ©2008Thomson/South-Western

Objectives… Understand why color is difficult to produce. Discover how to measure light on monitor to produce consistent color. Learn how color theory is used to make color selections. Digital Desktop Publishing: Chapter 12

Topics History Color Adjustments Web Color Color Selection Digital Desktop Publishing: Chapter 12

History Introduction of Color Monitors Ability to print became appealing Introduction of Color Inkjet Printers Made possible printing in color from home with limitations Introduction of Color Photocopiers Reproduction of color became possible Digital Desktop Publishing: Chapter 12

Color Adjustments Monitor Calibration Adjustment of monitor’s settings and color to meet standard Adobe Gamma Utility program provided by Adobe to calibrate monitor Colorimeter Device that calibrates by recording the image on the monitor Huey Inexpensive device by Pantone that constantly measures amount of light falling on screen and makes adjustments Digital Desktop Publishing: Chapter 12

Color Adjustments Huey (continued) Digital Desktop Publishing: Chapter 12

Color Adjustments Light Source Kelvins White Point (continued) White Point Lightest pixel on a computer screen Light is called color temperature Light measured in Kelvins Standard is 6500K daylight (D65) Kelvins Light Source 1000-2000 Candlelight 2500-3500 Tungsten Bulb (standard household) 4000-5000 Fluorescent Bulb 5000-6500 Daylight Digital Desktop Publishing: Chapter 12

Color Adjustments Gamma Correction (continued) Gamma Correction Calibration measuring screen’s brightness and contrast Digital Desktop Publishing: Chapter 12

Color Adjustments ICC Profiles (continued) ICC Profiles Means of transferring color information from device to device Color Space (Working Space) Number of colors that a device can display Out of Gamut Warning that device is unable to display a color ICC (International Color Consortium) Developed specifications that apply to image devices so color will display uniformly Digital Desktop Publishing: Chapter 12

Web Color Differences from one monitor to another is constant problem Colors you select may not be what the reader sees Differences in light sources will also affect images Digital Desktop Publishing: Chapter 12

Color Selection Types of Color RGB CMYK Used for computer monitors Mixes red, green, and blue Additive color to produce white CMYK Used for print Mixes Cyan, Magenta, Yellow, and Black Subtractive color to produce white Digital Desktop Publishing: Chapter 12

Color Selection Additive Color Subtractive Color (continued) Digital Desktop Publishing: Chapter 12

Color Selection Color Theory Understanding of relationship of color (continued) Color Theory Understanding of relationship of color Color Wheel Visual arrangement of colors in a circle similar to spectrum of light Complementary–colors opposite each other on the color wheel Analogous–colors next to each other on the color wheel Cool colors Colors on the half of the color wheel with blue Warm colors Colors on the half of the color wheel with red/orange Digital Desktop Publishing: Chapter 12

Color Selection (continued) Digital Desktop Publishing: Chapter 12

Color Selection Color Communication (continued) Color Communication Color sends message dependent on age, gender, and culture of person viewing Digital Desktop Publishing: Chapter 12

Color Selection Color Schemes (continued) Color Schemes Arrangement of colors designed to create a particular response Soft browns – soothing Bright blues and greens – cool image Bright colors – give sense of festivity or excitement Digital Desktop Publishing: Chapter 12

Color Selection Custom Selection Pick up colors in images on page (continued) Custom Selection Pick up colors in images on page Use dominant colors in other places such as titles in headlines or frames Use variations of color Provides consistent look throughout document Digital Desktop Publishing: Chapter 12

Business of Publishing Business Identity Established through color Use colors in logos Find color number and use specific color Digital Desktop Publishing: Chapter 12

Proofreading Tips Use Pantone color swatches to proofread color Notice subtle shading differences Practice proofing colors by comparing screen color with what is in print Digital Desktop Publishing: Chapter 12

Workplace Ethics Color creates feelings and generates emotional responses Fast food companies May use reds and yellows to excite audience, encouraging them to sell more Is this ethical? Is it appropriate to manipulate the emotions of your readers in order to increase sales? Digital Desktop Publishing: Chapter 12

Changing Workplace Monitor calibration is becoming easier Monitors becoming more consistent as companies produce standard colors Color is impressive if it is sharp and accurate Digital Desktop Publishing: Chapter 12

Assignments…Review (1-8) What made it possible to print color document at home? When did that occur? What is calibration? What Adobe utility program calibrates your monitor? What is the lightest pixel on a computer monitor called? What is Kelvin? What is the industry standard for color temperature? What is color space? What is a color called that becomes white when all colors have been added? Digital Desktop Publishing: Chapter 12

Assignments…Review (9-10) 9) What is the relationship called between colors that is based on the location of colors on a color wheel? 10) What is a color wheel? 11) What do you call the arrangement of colors designed to create a particular response? 12) What factors does the message a color sends depend on? 13) Discuss why accurate color is so difficult to manage. 14) Describe the difference in complementary and analogous colors and their relationship to the color wheel. 15) Explain the concept of warm and cool colors. Digital Desktop Publishing: Chapter 12

Assigments…Activity #1 “Color Communication” Using InDesign, create a default document. Insert a two-column table with five rows. Insert the title Color Communication in the top row. Merge the cells & center the text horizontally and vertically. Change the font size to 24 pt. & font type to Agency FB or similar. On row 2, add column headings Color and Effects Input the list of colors and their effects from the section on Color Communication on the next slide. Resize the columns and rows as needed so there is no word wrap. Add more rows as needed. Change the font size for column headings and other rows to 14 pt with a font type of Arial. Add alternate color fill to rows w/green & yellow & shaded at 20% Change the row height to 3p0 & vertically center text within cells. Center the table horizontally and vertically. Save as Ch. 12 Act 1 Digital Desktop Publishing: Chapter 12

Assignments…Activity #1 “Color Communication Continued” Effects Black classic, strong, powerful, mysterious, elegant Blue tranquil, peaceful, sad, dependable, cool, constant, quiet Brown wholesome, rich, earthy, home-like, stabile, rustic, sheltering Green soothing, refreshing, healing, natural, fresh Neutral classic, quality, natural, timeless, quiet Orange sharp, friendly, vital, hot, energizing, inviting Pink happy, sweet, romantic, youthful Purple sensual, elegant, eccentric, regal, spiritual, mysterious Red sexy, exciting, stimulating, provocative, dynamic White pure, bright, innocent, clean Yellow harmonious, warming, sunny, splendor, anxious Digital Desktop Publishing: Chapter 12

Assignments…Ch. 12 Act. 2 “Color Wheel” Using InDesign, create a default document. Insert a 4-column table w/9 rows Insert the title Color Wheel in the top row. Merge the cells & center the text horizontally and vertically. Change the font size to 18 pt. In row 2, column 1, key Complementary. Tab to column 2 and key Yellow/Purple. (Note that these 2 colors are directly across from each other on the color wheel.) Tab to column 3, select the cell and change the fill color to Yellow. Tab to column 4, select the cell and change the fill color to Purple. Tab to row 3 & continue tabbing until you are in column 2. Key Green/Red. Tab, select the cell, fill with Green. Tab, select the cell, and fill with Red Digital Desktop Publishing: Chapter 12

Assignments…Ch. 12 Act. 2 “Color Wheel” 5. Repeat the instructions above for Orange/Blue and Yellow-Green/Violet 6. In row 6, column 1, key Analogous. Tab and key Yellow/Green. (These colors that are found next to each other on the color wheel.) Tab, select the cell, and fill it with Yellow. Tab, select the cell, and fill the cell with Green. Continue these instructions for the following colors: Green/Blue, Blue/Purple, Purple/Orange 7. Horizontally and vertically center Complementary and Analogous. 8. Vertically center the table. Draw two horizontal guides to use to help in centering the table on the page. 9. Save the document as Ch. 12 Act 2 or Color_Wheel Digital Desktop Publishing: Chapter 12