Typography Poster

Color Theory Writing Assignment

The three primary colors are red, green, and blue. Secondary colors are created when you mix two primary colors together and if you mix together the secondary colors or one primary color and secondary color, you get a tertiary color. The difference between subtractive and additive color is that additive color is color that is "pure" for example a red light looks red because it emits red light and for subtractive color is "impure" for example you perceive a red pigment to be red because it reflect red light and absorbs everything except red light falling on it. Color can affect our perception by the intensity of its surroundings, when a red is surrounded by black or white the red looks more red than it being surrounded by orange or purple.

Color Palette

Design

Design

Typography

Serif vs Sans Serif

*Serif reads best at smaller sizes, can be complimentary 

Font variance

*Too many fonts  confuse the reader

*Fonts that are too similar cause ambiguity

*Use upper and lower case letters for optimum clarity

*Left alignment reads easiest, consider eye flow as it moves down a page

Use these tools with discretion and without disturbing eye flow

1. Italics

2. Bold

3. Size

4.Color

5 Typestyle Change

Integrity

*Avoid stretching or distorting type

* Strive for a sense of balance 

Color wheel

Elements and Principles of Art

Design

color theory

Primary colors

*Pigment generated colors are derived from the primary colors: red, yellow, blue.

*Light generated colors are derived from the primary colors: Red, Blue, Green

Secondary and tertiary

*Mixing primary colors creates other colors. For example Blue + Yellow = Green Blue+ Red= Violet

Color Mixing

*Red, Green, Blue light generated model

*Red, Green, Yellow pigment generated model

*Cyan, Magenta, Yellow, Black print process model

Color Modes

*Monochrome: Tints, Shades, and Tones of a single hue

*Grey scale: Black and White only

* Web Safe RGB: Hexadecimal compatible

Color Modification

*Tints: Add white to a pure hue

*Shades: Add black to a pure hue

*Tones: Add grey to a pure hue

Color Properties

*Cool

*Warm

*Bright

*Dark

*Saturated

*Desaturated

Color Intensity

*Color intensity changes in relation to its surrounding color

Color Associations

*These types of color associations are universal to all people

Cultural and psychological color associations

*These color associations are generated from cultural and contemporary sources and may not be universally recognizable

Why color matters

*73% of purchasing decisions are mow made in-store

*Catching the shoppers eye and conveying information effectively are critical to successful sales

*Color increases brand recognition by up to 80%

Color affects: 

Appetite: *Blue is a rare occurrence in nature

*We have no appetite response to blue food

The Mind: *Pink is a tranquilizing color that drains your energy

*Used in prisons, holding cells, opposing team locker rooms