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

2. 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.

3. 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

4. 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

5. 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

6. Color

7. 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

8. 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.

9. 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

10. The Color Wheel Primary, Tertiary and Secondary

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

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

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

14. Color Schemes

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

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

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

18. Color Schemes - Tetratic

19. Color Schemes - Square

20. Color Schemes – Split Complement

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

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

23. Warm vs. Cool Colors

24. Warm vs. Cool Colors

25. 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.

26. 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?

27. 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

28. 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.

29. 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.

30. 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

31. 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

32. 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.

33. 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.

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

35. 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.

36. 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)

37. 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.