Design and Layout (part one) Elements of Art - Color (Drawing Concepts)

Performance Standard 5.1: Identify and Apply the Elements of Art CONTENT STANDARD 5.0 UNDERSTAND THE ELEMENTS OF ART AND PRINCIPLES OF DESIGN AND COMPOSITION Performance Standard 5.1: Identify and Apply the Elements of Art Pacing Guide: S1 Unit 6 - The Creative Process (2 hours) 4A: Demonstrates knowledge of art aesthetics Objective: Identify and use the art element Color. Explore, analyze, and talk about how they appear in the physical world and describe their use in your own digital art creations.

What Are They? The Elements of Art are fundamental ideas about the practice of good visual design. An element of art is simply a component, like a tool, that the artist uses to accomplish what he/she sets out to create. The parts that provide structure to a piece include: Line Shape / Form Value Space / Perspective Texture Color

ASSIGNMENT Color Vocabulary (60pts) In a Word / Google doc, type the terms, their definitions as they apply to color and add a pictorial example of each. Color Properties Hue Intensity Value Shade Tint Color Categories Primary Secondary Tertiary

ASSIGNMENT Color Vocabulary con’t (60pts) In a Word / Google doc, type the terms, their definitions as they apply to color and add a pictorial example of each. Color Schemes Complementary Split Complement Analogous Monochromatic Triadic Achromatic Tetratic Warm Square Cool

Color

The Elements of Art - Color Color is the way the eye experiences reflections of light It represents emotion and allows objects to stand out from the background

The Properties of Color There are three (3) properties to color: Hue – the name assigned to a color on the color wheel, a pure color Intensity - the strength and vividness of a color. For example, we may describe the color blue as "royal" (bright, rich, vibrant) or "dull" (grayed). Value - a color’s lightness or darkness. SHADE - A color produced by the addition of black TINT - A slight or pale coloration; a variation of a color produced by adding white to it and characterized by a low saturation and high lightness.

Categories of Color Primary, Tertiary and Secondary The Color Wheel is a tool used to organize color. Within it, there are 3 divisions of color: Primary Secondary Tertiary

The Color Wheel Primary, Tertiary and Secondary

Categories of Color - Primary PRIMARY – Red, Yellow, Blue You can not mix colors to get any one of these primary colors

Categories of Color - Secondary SECONDARY COLORS - Orange, Violet, Green These colors are created by the mixing two primary colors.

Categories of Color - Tertiary TERTIARY COLORS - Red Orange, Yellow Green, Blue Violet, etc.; mixing primary colors with secondary colors creates tertiary color.

Color Schemes

Color Schemes - Complementary Complementary - colors that are opposite each other on the color wheel

Color Schemes - Analogous Analogous - colors that are next to each other on the color wheel

Color Schemes - Triadic Triadic - where three equally spaced colors on the color wheel are used

Color Schemes - Tetratic

Color Schemes - Square

Color Schemes – Split Complement

Color Schemes - Monochromatic Monochromatic - where one color is used but in different values and intensity.

Color Schemes - Achromatic Achromatic – a color not on the color wheel: white, grey or black

Warm vs. Cool Colors

Warm vs. Cool Colors

Color Communication Understanding the use of color to communication is important. Color itself sends a message that depends on the age, gender, and culture of the person viewing it. Different colors can be expected to send different messages or to create different effects.

Color Communication Give some examples of what color represents in your life or culture. EXAMPLE: What does the color black make you think of? Blue? Green? Purple? Red? White? Yellow?

Color Communication Black – classic, strong, powerful, mysterious, elegant; death, dark foreboding Blue – tranquil, peaceful, dependable, cool, constant, quiet; sad Green – soothing, refreshing, healing, timeless, quiet Purple – sensual, elegant, eccentric, regal, spiritual, mysterious Red – exciting, dynamic White – pure, bright, innocent, clean Yellow – warm, sunny; anxious

Color Psychology Colors are often combined to create a particular feeling: Warm Colors – red, orange, yellow, earth tones Emotions – warmth, comfort, anger, hostility EXAMPLE: Used to illustrate a sunny day. Cool Colors – blue, purple, green Emotions – calmness, sadness, indifference EXAMPLE: Used to represent peacefulness.

Color Psychology Studies have also shown that certain colors can have an impact on performance. Exposing students to the color red prior to an exam has been shown to have a negative impact on test performance. More recently, researchers discovered that the color red causes people to react with greater speed and force, something that might prove useful during athletic activities.

Review: Elements of Art The Elements of Art are fundamental ideas about the practice of good visual design. They include: Line Tells the eye where to look. Shape / Form An enclosed space whose boundaries are defined by other art elements (i.e space, line, texture, value, color, or shape). Value The relative difference between light and dark in an image

Review: Elements of Art The Elements of Art are fundamental ideas about the practice of good visual design. They include: Space / Perspective Perceived distance between objects. The approximate representation of a 3D object on a flat (2D) surface Texture How an image appears to “feel” if touched Color Represents emotion Helps objects to stand out from the background

PORTFOLIO ASSIGNMENT: COLOR PSYCHOLOGY Prep / Class Discussion Do a Google search for grocery store logos. What general elements of art do they have in common? Use of line, shape, form, value, space, perspective Do you notice any commonly used colors? If so, what is the psychology behind them? What does the company want you to believe about their product? Keeping the previous questions in mind, search for restaurant, clothing or shoe company logos and answer the questions on slide 36 for each.

ANALYSIS PORTFOLIO ASSIGNMENT: COLOR PSYCHOLOGY This will be your first Portfolio assignment. On your Google Drive, create a new folder named Portfolio Assets. At the top left of the page, click New and select Folder from the dropdown menu. Create a new Google Title slide. Click New again and select Google Slides. Your Title slide should include the name of the assignment (“PORTFOLIO ASSIGNMENT: THE ELEMENTS OF ART AND COLOR PSYCHOLOGY”), your name, class and period. On the Options bar, click the New Slide with Layout icon. On the first icon on the Options bar, click the downward facing triangle to the right of the plus sign. Select a slide format that will accommodate a picture with a text area. For instance, “Title with Two Columns,” “One Column Text,” or “Selection Title and Description” or use Blank if you wish to create your own format.

ANALYSIS PORTFOLIO ASSIGNMENT: COLOR PSYCHOLOGY Remember to put the assignment title on each slide - “PORTFOLIO ASSIGNMENT: THE ELEMENTS OF ART AND COLOR PSYCHOLOGY”

ANALYSIS PORTFOLIO ASSIGNMENT: COLOR PSYCHOLOGY Make your slides visually attractive. Think of a book or magazine page layout. Check the internet for examples. Select a Theme. Click Theme on the Options Bar to display the available Themes or create your own. Save your work to the Portfolio Assets folder. Select File > Move To > Portfolio Assets. You will need this assignment for your website.

ANALYSIS PORTFOLIO ASSIGNMENT: COLOR PSYCHOLOGY Select two product ads for opposite products and prepare a slide for each. (i.e. fast food & healthy eating, rock concert poster vs an “ol’ skool r&b” concert promo) Research the meanings of the different colors used in the ads and analyze their use of color psychology. In your analysis, compare and contrast the elements of art and the use of color in the ads. Use the following as a guide: On the surface, what does the ad want you to do? (Buy food, clothes, shoes, etc.) What colors are used in each ad? Do you notice any commonly used colors between the ads? If so, what is the psychology behind them? What is the company trying to tell you about their product by using those colors? How are the Elements of Art used in the ads? How does the use of line, shape, form, value, space and / or perspective encourage you to take the action the company wants you to? Does the color scheme help the ad accomplish it’s goal of making you take action or feel a particular way? Why / Why not? Do you detect any underlying meanings in the ad? (See the next slide)

Hidden Messages This KFC ad features a tiny dollar bill hidden in the 'Snacker's lettuce, in a subliminal message reinforcing the budget price of the sandwich.