Tuesday, 2/18/14

1. JRN 302: Introduction to Graphics and Visual Communication- Repetition, Color- PS and ID Demo: Color consistencies Tuesday, 2/18/14

2. Class Objectives • Lecture • Design Principle: Repetition • Color • PS and ID Demo: Color Consistencies • Homework assignment • Read Chapters 4, 7

3. Design Principle of Repetition • You already use repetition in your work. Look at this PowerPoint slide… • Headlines all the same size and weight • Add a rule a half-inch from the bottom of each page • Using the same bullet in each list throughout the project…

4. Repetition • Goal is to push non-prominent repetition into a visual key that ties the publication together. • Repetition can be thought of as consistency. • As you look through an 8 pg. newsletter, it is the repetition (or consistency) of certain elements that makes each of those 8 pgs. appear to belong to the same newsletter. • If page 7 has no repetitive elements carried over from page 6, then the entire newsletter loses its cohesive look and feel.

5. What is repeated here? • This is a magazine page… so what elements are repeated on each page of the magazine?

6. Repetition and pattern • Repetition can also work with pattern to make the artwork seem active and/or have motion • Repetition with variation • Repetition w/o variation

7. Repetition w/variety • Same typeface with different colors • Illustrations are all different styles but all funky • Recipes, though, are all in same format

8. Repetition • Repeat images with contrast in size creating of a pattern • Repeating hues or variations

9. Directing the Reader where to look • Where does your eye go on the first one? • Falls off the design • Second one? • Bounces back up to the name

10. Repetition and Branding • Building the identity of a product or service • A function that differentiates products and their source from all other products. • Branding sets your company, product or service apart from the competition • Could include • The symbol or logo associated with a product • The name associated with a product • Customer service (Mike’s carwash)

11. What to avoid in terms of repetition • Avoid repeating the element so much that it becomes annoying or overwhelming. • If a woman wears a black evening dress with a red hat, red earrings, red lipstick, a red scarf, a red handbag, red shoes and a red coat, the repetition would not be a stunning and unifying contrast -it would be overwhelming and the focus would be confused. • Be conscious of the value of contrast.

12. Repetition and Your Project • Copy and Paste things within each software • NO! Copy in PS, Paste in ID • Yes! Copy in ID, Paste in ID • Can copy and paste one design element used in, say, the b. card, to the letterhead • Copy and paste • Your logo • The colors • The symbols • The formatted text…

13. The Color Wheel • Use it to make conscious decisions about choosing color for your projects. • How to see Color Wheel • In both ID and PS • <Windows <Extensions <Kuler… click on the Create Tab

14. (Painter’s) Primary Colors • The primary colors can not be created by mixing other colors together. • They are: • Red • Yellow • Blue OK Go and PBS http://www.youtube.com/watch?v=yu44JRTIxSQ (note to self- make sure this appears on the screen in front of the class)

15. Secondary Colors • Halfway between the primaries are the secondary colors. • The wheel divides the color spectrum into 12 hues.

16. Complements • Uses colors that are directly opposite of each other on the wheel • This produces contrast between warm and cool colors.

17. Analogous Colors (harmonious) • Composed of colors next to each other on the color wheel. • No matter the two or three you combine, they share an undertone and work well together.

18. Split Complement • Split Complements: Selecting the complementary color and using one of the colors adjacent to the complement. • You can create a split complement triad by using one color and the two colors adjacent to the complement.

19. Triads • A set of 3 colors equidistant from each other create a triad of pleasing colors. • The primary triad is red, yellow and blue. • The secondary triad is green, orange and purple.

20. Shades and Tints • The pure color is the hue. • Tone refers to the particular quality of brightness or deepness of a color. • Add black to create a shade. • Add white to create a tint.

21. Warm and Cool Colors • Warm colors • Have red or yellow in them • Advance on the page • Cool colors • Have blue in them • Recede on the page

22. CMYK or RGB • CMYK (cyan, magenta, yellow, black) is used for most full color commercially printed projects. • RGB (red, green, blue) is used for all projects displayed on a screen or projected in some way.

23. RGB • Color mixture in light • Additive: all added together make white • Screen dependent • Used for web images (monitors), cell phone screens, laptop images… anything that is “back lit” • 16.7 million colors • Because of this wide range in colors, Photoshop lets you do everything while in this color mode • Most commonly seen in filters

24. CMYK • Cyan, magenta, yellow, and black(k) • Color mixture in print • Subtractive: all added together make black Due to impurities of ink, all added together really makes it muddy brown, so we add black ink

25. With that said… for your project • You’re going to create all images in RGB • Why? B/C we’re not having anything commercially printed • And our personal color printer in class has an internal software that automatically converts the RGB image files to CMYK inks it uses • So if we (correctly saved it to RGB) and sent it, the file would go from CMYK -> RGB -> CMYK

26. Photoshop Sampling Color • Say you want to select logo colors found in a photograph youhave already taken • Open photograph in Photoshop • Select the eye dropper tool • Click on the area in your photograph where color is • ….Click on your foreground color (in tools pallet) • Write down the RGB values • ….Or begin using another tool immediately • Note: if using your home computer, save the color to your color swatches