Lecture Note 2

GRAPHICS &COLOR

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 Objective

§ Graphic design Elements

§ Graphic design Principles

Graphicdesign
elements

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§ Graphic design elements are the building blocks of graphics. 2

§ Line
§ Color
§ Shape
§ Texture

Graphicdesign
elements

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 Lines 3

§ Lines can be straight or curved.

§ How are lines used in the
composition on this slide?

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§ Hue is another word for color.
§ Tint is a color mixed with white.
§ Tone is a color mixed with gray.
§ Shade is a color mixed with black.

Color definitions

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 Color andcontrast 5

§ Using color can enhance or detract from a

composition.
§ Color wheels help determine which colors
are in greatest contrast.

Use Kuler from Adobe Labs to try out

new color schemes:
http://kuler.adobe.com/

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 Colorwheels 6

§ Analogous colors are adjacent to each

other on the color wheel.
§ Complementary colors are opposite
each other on the color wheel.

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Artist’sColor

Hue
Saturation
Value

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Value

§ Luminance
§ Dark to Light
§ Value range
§ High key
§ Middle key
§ Low key

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Hue -Paint Mixing

§Physical mix of
opaque paints
§ Primary:RYB
§ Secondary:OGV
§ Neutral: R +Y + B

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Hue - Ink Mixing

§Subtractive mix of
transparent inks
§ Primary:CMY
§ Secondary:RGB
§ ~Black: C + M +Y
§Actually use CMYK
to get true black

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Hue - Ink Mixing

Assumption: ink printed on pure white paper

CMY = White – RGB:

C = 1 – R, M = 1 – G,Y = 1 – B

CMYK from CMY (K is black ink):

K = min(C, M,Y)
C = C – K, M = M – K,Y = Y - K

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Undercolor Removal: CMYK System

Black ink is in fact cheaper than mixing colored inks to
make black, so a simple approach to producing sharper
printer color, remove it from the color proportions and add
it back as real this is called “undercolor removal”

CMYK from CMY (K is black ink):

K = min(C, M,Y)
C = C – K, M = M – K,Y = Y - K

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Hue - Light Mixing

§Additive mix of
colored lights
§ Primary:RGB
§ Secondary:CMY
§ White = R + G + B
§Show demonstration
of optical mixing

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Saturation

§ Purity of color

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Perception ofColor

In the end, color is a perceptual phenomenon

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Color Constancy

Perceived color is highly context

dependent
Allowing color recognition with
variable lighting conditions

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Color Constancy

Perceived color is highly context

dependent
Allowing color recognition with
variable lighting conditions

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RGB ColorWheel

§ Warm/Cool
§ Complements
§ Split Complement
§ Analogous
§ Show RGB Cube

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 240918

§ Use color to label or show hierarchy. 18

§ Use color to represent or imitate reality.

§ Use color to unify, separate, or emphasize.
§ Use color to decorate.
§ Use color consistently.

Color indesign

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 Shapes 19

§ Shapes are enclosed objects that

can be created by line or created
by color and value changes that
define their edges.

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 Texture 20

§ Texture is the surface look of an object created by varying dark and light
areas.
§ Roughness
§ Smoothness
§ Depth

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§ Graphic design principles are ways in which elements are used together. 21

§ Movement
§ Balance
§ Unity
§ Emphasis

Graphicdesign
principles

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 240918 Movement

22
§ Movement is the use of lines, color, and repetition to create the illusion of motion.
§ Curved forms or lines
§ Repetition of geometric forms
§ Fuzzy lines or outlines

Movement

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§ Lines can indicate motion or

direction.
§ How are lines used in the
composition on this slide?

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 240918 Balance

§ Balance is the act of comparing or estimating two things, one against the other, and the 24

contrast between:
§ Empty space (white space) and filled space
§ Text and images
§ Color and no colors and different colors
§ Textures against flat colors

Balanc
e

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 240918

§ There are three different types of balance when using color, shape, and position: 25

§ Symmetry
§ Asymmetry
§ Radial symmetry

Balance in
composition

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 240918
Symmetricalor formalbalance

26
§ You can usually identify at least one of three lines of symmetry.
§ Horizontal
§ Vertical
§ Diagonal

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 240918
Symmetricalbalance

27

•The rectangle has three lines of symmetry: Horizontal (blue), Vertical (red),
Diagonal (yellow).
•The triangle has only one line of symmetry: center or, in this orientation,
Vertical. You can draw two other lines of symmetry from any of the vertices
to the center of the opposite side.
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Examplesof
symmetrical
balance

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Examples of
asymmetrical
balance

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Examples of
radialbalance

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 Unity 31

§ Unity: The correct balance of

composition or color that produces a
harmonious effect.

§ What is the focus of the message?

§ Visual unity – for example a group of
elements all aligned to a common axis
§ Conceptual unity – for example an image of a
diamond, a mansion, and a pile of money
might be unified around the concept of
wealth
§ Unity is a measure of how well the elements
on the page belong together. Through unity a
viewer should first see the whole and then
the sum of the parts making that whole.

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 Emphasis 32

§ Emphasis: To expresswith
particular stress or force.

§ What message is stressed here?

• Emphasis can be achieved in graphic design

by placing elements on the page in
positions where the eye is naturally drawn,
and by using other principles such as
contrast, repetition, or movement.

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§ Emphasis by Difference

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§ Emphasis by Isolation

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§ Emphasis by Contrast

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§ The basis of good graphic design is use of design elements and their thoughtful
application in the form of design principles.

§ Clearly identify what you are trying to accomplish — use design to convey your
message.
§ Brainstorm alternatives.

Summar
y

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