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

Elements of Art Vocabulary Line Shape / Form Value Space / Perspective Texture Color

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

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

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

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

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

Color Schemes Complementary Analogous Triadic Tetratic Square Split Complement Monochromatic Achromatic Warm Cool

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 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

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

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

EXERCISE: Color Psychology Prep / Class Discussion Do a Goggle 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 is the company trying to tell you about their product? Now, keeping the previous questions in mind, search for restaurant, clothing and shoe company logos and answer the questions for each.

EXERCISE: Color Psychology Choose a partner and select an ad for a product. Research the meanings of the different colors used in the ad and analyze the ad’s use of color psychology. What colors are used? How do these colors make you feel about the product vs how the artist wanted you to feel? What does the ad want you to do? Does the color scheme help the ad accomplish it’s goal of making you take action? Why / Why not? Answer these questions in a Juno Doc and submit them. (One submission with group members names, per group). Please post the URL to your ad and include the questions with your answers. THOSE WORKING ALONE OR NOT INCLUDING THE QUESTIONS WILL RECEIVE ZERO CREDIT! Practice and present your analysis to the class. Each group member must speak. Answer each of the questions in your presentation also.