Publication Design Chapter 03


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Publication Design Chapter 03

  1. 1. Chapter Three: Using Color Effectively
  2. 2. Objectives <ul><li>Learn how color can help establish mood. </li></ul><ul><li>Explore harmonious color combinations. </li></ul><ul><li>Understand how color can support hierarchy in a layout. </li></ul><ul><li>See how color works as a unifying element. </li></ul><ul><li>Understand how color is applied in the digital realm and print. </li></ul><ul><li>Learn about color systems and their application in print production. </li></ul>
  3. 3. Cross-Cultural Color <ul><li>• Cross-cultural color is color that evokes the same emotional reaction in all humans. Blue, for instance, is associated with stability because it is the color of the sky. </li></ul>
  4. 4. <ul><li>Color and Cultural Meaning </li></ul><ul><li>• Color can also have different meanings to different cultures. In western culture, blue is associated with masculinity. </li></ul>
  5. 5. <ul><li>Other Color Connotations </li></ul><ul><li>• Color can also have regional or seasonal connotations. </li></ul>
  6. 6. <ul><li>Harmonious Color Combinations </li></ul><ul><li>Harmonious palettes are created by combining colors in </li></ul><ul><li>several ways: </li></ul><ul><li>• Monochromatic color. </li></ul><ul><li>• Complementary colors and split complements. </li></ul><ul><li>• Analogous colors. </li></ul><ul><li>• Triads. </li></ul>
  7. 7. <ul><li>Harmonious Color Combinations </li></ul><ul><li>• Monochromatic palettes are based on different shades and intensities of a hue. </li></ul>
  8. 8. <ul><li>Complements </li></ul><ul><li>• Color complements are directly opposite on the color wheel. Pairing complements that have been muted by a change in value or intensity creates a harmonious mix. </li></ul>
  9. 9. <ul><li>Split Complements </li></ul><ul><li>• Split complements involve combining a color with the two colors that are on either side of its color complement. </li></ul>
  10. 10. <ul><li>Analogous </li></ul><ul><li>• Analogous color combinations are those that combine colors adjacent to each other on the color wheel. </li></ul>
  11. 11. <ul><li>Triads </li></ul><ul><li>• Color schemes based on triads also yield harmonious results. This children’s book is based on a palette of primary and secondary color triads. </li></ul>
  12. 12. <ul><li>Plastic Colors </li></ul><ul><li>Hierarchy in a layout is influenced by using colors that advance or recede. </li></ul>
  13. 13. Advancing Colors <ul><li>Warm colors such as red, orange and yellow. </li></ul><ul><li>High-saturation colors. </li></ul><ul><li>Colors that are light in value. </li></ul>
  14. 14. Receding Colors <ul><li>Cool colors such as blue and violet. </li></ul><ul><li>Low-saturation colors or neutrals. </li></ul><ul><li>Colors that are dark in value. </li></ul>
  15. 15. <ul><li>Color as a Unifier </li></ul><ul><li>• In publication design, color is often used as a unifying element such as the way red serves as the dominant color in these magazine pages. </li></ul>
  16. 16. <ul><li>Additive Color System </li></ul><ul><li>• Color on the computer is the perception of color as projected light or the additive color system. This system is based on color primaries of red, green and blue. </li></ul>
  17. 17. <ul><li>Process Color </li></ul><ul><li>• Four-color process involves the mixing of inks that are cyan, magenta and yellow, the additive secondary colors, plus black. </li></ul>
  18. 18. <ul><li>Four-Color Printing </li></ul><ul><li>• Magnifying a printed color image shows how individual dots of cyan, magenta, yellow and black combine to produce a range of colors. </li></ul>
  19. 19. <ul><li>Match Color Printing </li></ul><ul><li>• When printing limited color, solid areas of color or when an exact match is needed, designers use match colors from a swatch book. The most commonly used system is the PANTONE® system. </li></ul>
  20. 20. <ul><li>Summary </li></ul><ul><li>• Color can support a goal by communicating a mood or an attitude </li></ul><ul><li>• Color can have cultural and cross-cultural meaning </li></ul><ul><li>• Harmonious color combinations are tied to where colors fall on the color wheel </li></ul><ul><li>• Harmonious combinations are based on complements, split complements, analogous and triads </li></ul><ul><li>• Color can support hierarchy in a layout by giving dominance to chosen elements </li></ul><ul><li>• Color systems play an important role in determining how color is produced on the computer and on press </li></ul>