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ANM 104 DESIGN THEORY & PRACTICE

This lesson reviews the concepts of unity and pattern in visual communications, discussing the elements of harmony, allover balance, alternating rhythm, and repetition. It also includes a critique of a wallpaper pattern assignment and introduces the properties of color and color mixing assignments.

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ANM 104 DESIGN THEORY & PRACTICE

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  1. ANM 104 DESIGN THEORY & PRACTICE • Quiz • What’s New on the Class Blog • Unity and Pattern Review • Critique of Wallpaper Pattern Assignment • Properties of Color • Color Mixing Assignment Part 1 • Color Schemes and Palettes • Color Mixing Assignment Part 2

  2. ANM 104 DESIGN THEORY & PRACTICELESSON 3 REVIEWUnity in Visual Communications Unity means that an agreement exists among the visual elements in a composition. The Visual Elements look like they belong together. There is some sort of connection among the visual elements. The word Harmony is often used to describe Unity in a composition by saying the visual elements are in Harmony with one another.

  3. ANM 104 DESIGN THEORY & PRACTICELESSON 3 REVIEWA Pattern is an Allover Balanced Composition In Allover Balance there is no beginning and no end and no one area of visual interest or point of emphasis.

  4. ANM 104 DESIGN THEORY & PRACTICELESSON 3 REVIEWA Pattern is an Alternating Rhythm Composition Alternating Rhythm can be characterized by a successive pattern made up of the same elements reappearing in a regular order. The elements alternate consistently with one another to produce a regular and anticipated sequence.

  5. ANM 104 DESIGN THEORY & PRACTICELESSON 3 REVIEWPattern – a Definition Pattern means the repetition of an element (or elements) in a composition. An artist achieves a pattern through the use of colors, lines and shapes.

  6. ANM 104 DESIGN THEORY & PRACTICELESSON 3 REVIEWPattern – how it works A successful pattern is made up of the same elements reappearing in a regular anticipated order. A successful pattern should be able to be repeated both horizontally and vertically to continue in a uninterrupted sequence.

  7. ANM 104 DESIGN THEORY & PRACTICELESSON 3 REVIEWPattern – how it works

  8. ANM 104 DESIGN THEORY & PRACTICELESSON 3 REVIEWPattern – how it works

  9. ANM 104 DESIGN THEORY & PRACTICELESSON 3 REVIEW Pattern – how it works

  10. ANM 104 DESIGN THEORY & PRACTICEASSIGNMENT SPECIFICATIONSWallpaper Pattern Assignment: Portfolio Piece Create a design that successfully integrates: • Allover Balance • Alternating Rhythm • Positive/Negative Space • Repetition of elements, both horizontally and vertically, to create an uninterrupted sequence. • Elements of a Tree Creative Process • Brainstorming & Research (Provided) • Various sketches of “Tree Elements” • Elements traced on Production Grid Final Design Production • Approximately 8” by 8” • On Bristol Board • With Black Marker

  11. ANM 104 DESIGN THEORY & PRACTICE Wallpaper Pattern Critique • How well does the composition: • demonstrate the use of Allover Balance? • demonstrate the use of Alternating Rhythm? • demonstrate the use of UninterruptedHorizontal Repetition? • demonstrate the use of Uninterrupted Vertical Repetition? • demonstrate the use of Positive/Negative Space? • Unsatisfactory • Satisfactory • Good • Exemplary

  12. ANM 104 DESIGN THEORY & PRACTICE Wallpaper Pattern Critique 2. Are the Creative Process pieces complete? • Various Sketches of possible Tree Elements? • Tree Elements traced/drawn on Construction Grid? • Yes • No

  13. ANM 104 DESIGN THEORY & PRACTICE Wallpaper Pattern Critique 3. Were the Assignment Production Specifications followed? • Is the Wallpaper Pattern approximately 8” by 8” ? • Is the Wallpaper Pattern Composition on Bristol Board? • Was Black Marker used? • Is the Negative Space filled in with Black Marker? • Yes • No 4. How do you rate the Craftsmanship? • Unsatisfactory • Satisfactory • Good • Exemplary

  14. ANM 104 DESIGN THEORY & PRACTICELESSON 4 OVERVIEW Properties of Color in Visual Communications Color Schemes and Palettes and how they work Color Mixing Assignment

  15. ANM 104 DESIGN THEORY & PRACTICELESSON 4 What are the Properties of Color? and why is it important in the field of visual communications?

  16. ANM 104 DESIGN THEORY & PRACTICELESSON 4Hue is the first property of Color Hue simply refers to the name of the Color. • Red, Green, Yellow, Violet, etc. are Hues. Although there are relatively few Hues there can be an almost unlimited number of Colors. • Pink, Rose, Scarlet, and Crimson are all Colors, but the Hue is Red.

  17. ANM 104 DESIGN THEORY & PRACTICELESSON 4A Color Wheel demonstrates the relationship of Basic Colors. The common Color Wheel shows the organization of color using 12 Hues. The 12 Hues are divided into 3 Categories: • Primary Colors • Secondary Colors • Tertiary Colors

  18. ANM 104 DESIGN THEORY & PRACTICELESSON 4The Primary Colors. The 3 Primary Colors are: • Red • Yellow • Blue From these colors, all colors can be theoretically be mixed.

  19. ANM 104 DESIGN THEORY & PRACTICELESSON 4The Secondary Colors. The 3 Secondary Colors are mixtures of 2 Primary Colors: • Red & Yellow make Orange • Yellow & Blue make Green • Blue & Red make Violet

  20. ANM 104 DESIGN THEORY & PRACTICELESSON 4The Tertiary Colors. The 6 Tertiary Colors are mixtures of 1 Primary Color with an adjacent Secondary Color: • Blue & Green make Blue-Green • Green & Yellow make Yellow-Green • Yellow & Orange make Yellow-Orange • Orange & Red make Red-Orange • Red & Violet make Red-Violet • Violet & Blue make Blue-Violet

  21. ANM 104 DESIGN THEORY & PRACTICELESSON 4Value is the second property of Color. Value refers to the lightness or darkness of the Hue. In pigment adding white or black alters the Value of the Hue. • Adding White lightens the color and produces what is called a Tint. • Adding Black darkens the color and produces what is called a Shade.

  22. ANM 104 DESIGN THEORY & PRACTICELESSON 4Intensity is the third property of Color. Intensity refers to the brightness of the Hue. Because a color is at full Intensity only when pure and unmixed, a relationship exists between Value and Intensity. Mixing Black or White with a color changes its Value and at the same time affects its Intensity.

  23. ANM 104 DESIGN THEORY & PRACTICELESSON 4Intensity is the third property of Color. Lowering the Intensity will make a color less bright, more neutral, and duller. Adding Gray or mixing the color with its Complement will lower the Intensity of the color.

  24. ANM 104 DESIGN THEORY & PRACTICELESSON 4Intensity is the third property of Color. Increasing the Intensity will make a color appear in more bright and vibrant. Positioning a color next to its Complement creates what is called as Simultaneous Contrast.

  25. ANM 104 DESIGN THEORY & PRACTICELESSON 4ColorMixing Assignment: Part 1 From the 3 Primary Colors of Red, Yellow and Blue create the Secondary Colors of Orange, Green and Violet. Mix the Secondary Colors with its adjacent Primary Color to create the 6 Tertiary Colors of Red-Violet, Blue-Violet, Blue-Green, Yellow-Green, Yellow-Orange, and Red-Orange. Mix White with each color of the Color Wheel to create an approximate 75% Value and a 45% Value of the color.

  26. ANM 104 DESIGN THEORY & PRACTICELESSON 4 What are Color Schemes and Palettes and how do they work

  27. ANM 104 DESIGN THEORY & PRACTICELESSON 4The Monochromatic Color Scheme Color Schemes can be used to help Unify a Composition. A Monochromatic Color Scheme involves only one Hue. The Hue may vary in Value and pure Black and White can be added.

  28. ANM 104 DESIGN THEORY & PRACTICELESSON 4The Analogous Color Scheme A Analogous Color Scheme combines several Hues that sit next to one another on the Color Wheel.

  29. ANM 104 DESIGN THEORY & PRACTICELESSON 4The Analogous Color Scheme A Analogous Color Scheme combines several Hues that sit next to one another on the Color Wheel. The Hues may vary in Value.

  30. ANM 104 DESIGN THEORY & PRACTICELESSON 4The Complementary Color Scheme A Complementary Color Scheme joins color opposite each other on the Color Wheel.

  31. ANM 104 DESIGN THEORY & PRACTICELESSON 4The Complementary Color Scheme A Complementary Color Scheme joins color opposite each other on the Color Wheel.

  32. ANM 104 DESIGN THEORY & PRACTICELESSON 4The Split Complementary Color Scheme A SplitComplementary Color Scheme is related to the Complementary Color Scheme but utilizes colors adjacent to one of the complement pairs on the Color Wheel.

  33. ANM 104 DESIGN THEORY & PRACTICELESSON 4The Split Complementary Color Scheme A SplitComplementary Color Scheme is related to the Complementary Color Scheme but utilizes colors adjacent to one of the complement pairs on the Color Wheel.

  34. ANM 104 DESIGN THEORY & PRACTICELESSON 4The Triadic Color Scheme A Triadic Color Scheme involves three Hues equally spaced on the Color Wheel.

  35. ANM 104 DESIGN THEORY & PRACTICELESSON 4The Triadic Color Scheme A Triadic Color Scheme involves three Hues equally spaced on the Color Wheel. The Hues form a triangle on the Color Wheel and suggest Unity and Balance.

  36. ANM 104 DESIGN THEORY & PRACTICELESSON 4ColorMixing Assignment: Part 2

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