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Impact of Color in Graphic Design
MCJ 312 GRAPHIC DESIGNLijie Zhou
What is color?The way an object absorbs reflects lightThe kind of light that strikes an objectDifferent light waves
Three primary colors in white light: R(red), G(green), B(blue)
Color is:Not unchangeableDynamic Affected by its environment
The color wheelMixing pigments is black but not whitePrinting (ink): C(cyan), M(magenta), Y(yellow), K (black)The traditional pigment-based color wheel (RGB)Munsell color wheel (CMYK)
Pigment-based Color Wheel
Munsell color wheel
Properties of ColorHue: name of the colorValue: degree of lightness or darkness in a hue
Lighter than normal: tintsDarker than normal: shades
Intensity (saturation): A measure of a color’s purity and brightness.
Two ways for reducing the intensity: mix with gray or mix with opposite color
Adobe Lightroom
Different valuesWithin one hue
Color SchemesComplementary: One and the opposite one in color wheel (value)Analogous: The one next to anotherMonochromatic: One hue in several values
By John Mattos
The Relativity of ColorSimultaneous contrast: The color is relative to the colors surrounding itJosef Albers: color and structural relationships, color is relative to the colors surrounding it. (Bauhaus in graphic design)
The Psychology of ColorRedBlueYellowGreen…….All about personal life and memories
Five psychological factors of color selection:
Cultural associations with colorThe profile of the audience and its color preferencesThe character and personality of the organizationThe designer’s personal relationship with colorAn awareness of current color trends
By Georges Seurat
OthersColor temperature:
Measured by Kelvin (K)Over 5000K: cool colors2700-3000K: warm colorsDifferent temperature, Different light radiation, Different color from a black body (non-reflective body )
White balance