Use of Colors and Visual Elements by Chong Yong Chen (Group 5)

1.0 Introduction of Color

The use of color can be applied to deliver a message. By merging with various type of color elements, the meaning of an image or a word can be change or emphasize. In general, the theory of color can be categorize into color wheel, color meanings, and color harmonies. All these theories defined how colors should be applied or used to accomplish the intention of designer.

1.1 Color wheel

Color wheel representing the visual colors accordingly based on the chromatic relationship. Wherefore, designer are able to view the inter-relationship in between of each of the colors involved. Basically, they are divided into three different classifications which are primary colors, secondary colors, and tertiary colors.

Figure 1.1 Color Wheel (J.L Morton,n.d.).

• Primary Colors: The red, blue and yellow colors is categorized as the primary colors since they are not able to create by colors mixture.
• Secondary Colors: Secondary color are made from the color mixture of primary colors. It includes of violet (mix of red and blue), green (mix of yellow and blue), and orange color (mix of yellow and red).
•  Tertiary Colors: similar to the secondary colors, tertiary colors takes one color from primary and another one from secondary colors to conduct color mixture and form new colors.

1.2 Color Meanings

The selection of color is one of the important part while designing certain art work. By default, each of the colors imply a specific message or meaning. Apparently, poor selection of color could mess up or break the entire art work design. Therefore, it is important for the designer to understand the initial colors meaning and their sensibility. The figure below illustrate the table of color and the meaning associated (n.a., 2009).

Figure 1.2: Color Meanings.

1.3 Color Harmonies

In visual experiences, Color Harmonies define the single composition of two or more colors used. It takes the responsibilities of balancing the visual experience and create the sense of order. However, the over complexity will leads to over-stimulation, whereas the over unity will leads to under-simulation. In summary, the color harmonies emphasize of balance (J.L. Morton, n.d.).

• Monochromatic: Monochromatic referring to the changes of single color. Figure below shows the example of the hue value changed. 

Figure 1.3: Monochromatic (Ronkowitz. K. n.d.).

• Complementary: Complementary make use of the color elements directly opposite on the color wheel. In this case (Figure 1.4), the variations of yellow-green and red-purple formed the attributes of maximum stability and maximum contrast to the image.

Figure 1.4: Complementary (R. Berdan., 2004).

• Analogous: Analogous colors are selected from the side by side colors on the color wheel. There are three colors will be selected, such as yellow-orange, yellow, and yellow-green. The example of analogous is illustrate on the Figure 1.5.

Figure 1.5: Analogous (R. Berdan., 2004).

2.0 Visual Elements

2.1 Line

The path between two points is represented as a line. Line can be appear in various form types which include of horizontal, vertical, curved, zigzag, diagonal, and straight. By taking the advantages of the form type of lines, each of them can be uses to imply certain feelings and orientation or direction. Vertical line imply the strength and energy, whereas the horizontal lines imply the peaceful and rest. Since line can lead the audience’s sight, it is defined as an effective element of design (Berdan, 2004). The figure below shows the basic type of lines available. 

Figure 2.1: Basic Type of Lines.

2.2 Shape

Shape is a two-dimensional element of art that using an identifiable boundaries to occupies certain area. Shapes are separate into two different categories, geometric and organic. The shape with patency angles and line such as pentagon, diamond, and rectangle is categories into the geometric categories. Relatively, irregular shapes that are usually found in nature environment is defined as organic shapes (Artsedge, n.d.).

2.3 Space

According to the R. Berdan on his research at 2004, the relationship between shape and space is inseparable. The forms of shapes would directly ruling and determine space. Positive space defines the shape that viewer focus on while looking at a piece of design. Whereas, the surrounding area of that design is known as negative shape. 

Figure 2.2: Space.

The negative space in this figure is referred to the black area occupy. It served the purpose of balance the positive area in which the rock and marmot located.

2.4 Form

The structure of form are definitely more complex in comparing with shapes. By combining with the elements of depth, length, and width, it become as a three-dimensional shapes. Typically, the other visual elements relied on forms as the groundwork since it is the composite of shapes and lines (Johnson, n.d.).

2.5 Value

Value is typically referring to the color. In art work design, the contrast between black and white are defined in value. In the other word, it is the measurement of light and dark. Apart from that, the change of value also can be apply in the color intensity to bring out the sense of vitality, performance, and speed. Assuredly, these attributes are widely used in certain events that aimed at youth and sport car advertisements (Johnson, n.d.).

Figure 2.3: Sport Car Advertisement.

The figure above shows an example of sport car advertisement that applied the elements of value on color intensity. With this technique applied, audience can clearly be seen and feel the high performance and speed of the sport car.

2.6 Color

The most complex visual element will be the color. The main reason that cause of that complexity is the variations and combinations of color. According to R. Berdan, there is plenty of research proved that the use of color could affects human emotion directly or indirectly. In the other word, human nervous system could be affected by color. Therefore, artists should take this opportunity to make use of color elements. 

Figure 2.4: Color of Seasons.

The figure above shows the design of four different season types. By using different combination of color, it leading the viewer create a unique feeling for each of the season.

2.7 Texture

Texture refers to the quality of surface that can be felt and seen. Certainly, the attributes of texture can be emerge in various forms which include of soft or hard, and rough or smooth. In general, texture is mainly use to imply certain things or the meaning in behind.

Figure 2.5: Texture Photography.

The figure above shows the photo that are taken with texture element applied. As seen, the surface of rocks brings out the feeling of rough and hard.

3.0 The Use of Colors and Visual Elements

The use of colors and visual elements are combined during the design stage. At stated previously, the color is a visual communication element that are able to convey the message to viewers. With sustain of visual elements, use of colors can be further evolve to bring even more rich content for visual experience. The following is some of the ideas or cases that make use of the combination of colors and visual elements (Montyne, n.d.).

3.1 Speed Visual Search

Figure 3.1: Metro Map.

In this scenario, the use of color is applied to convey the metro information quickly by differentiate the route with various type of colors. With the support of the “Line” visual element, it shows the distinct direction for each of the route. As a result of that, viewers are managed to identify the route provided easily.

3.2 Improve usability

Figure 3.2: Login Interface.

The use of color and visual elements can be applied in the user interface design as well. A button with light color capture the user’s attention, whereas the rectangle area indicate the input field. Therefore, it successfully to convey the message that requesting user to enter their login detail and continue with the service.

3.3 Improve Object Recognition

Figure 3.3: Fruit Object Drawing.

Object recognizing is also reflect by the colors and visual elements apply. With an appropriate shape drawn and color applied, viewers are manage to recognize the object as well. This is due to the reason that visual feedback will reflect in what they see in real life. Certainly, designer may play with the unusual colors of visual elements to create a creative design. However, proper set of criteria must be apply in case that designer is aiming for speedy recognition. 

4.0 Conclusion

The relationship between colors and visual elements are inseparable. They are relying on each other to form a better visual outcome. Although this process could be troublesome, but definitely worth for it.  As a result of that, designer should takes these attributes in their consideration before starting their art work design.

In conclusion, the combination of colors and visual elements is very important in order to convey message approximately. 

Reference:

1. Artsedge, n.d. Formal Visual Analysis: The Elements & Principles of Composition. [online] Available at: <http://artsedge.kennedy-center.org/educators/how-to/from-theory-to-practice/formal-visual-analysis.aspx> [Accessed 22 September 2013].
2. Bigelow. R., n.d. Texture Photography Essentials and Tips. [online] Available at: < http://www.picturecorrect.com/tips/texture-photography-essentials-and-tips/> [Accessed 22 September 2013].
3. Colormatters, n.d. Basic Color Theory. [online] Available at: <http://www.colormatters.com/color-and-design/basic-color-theory> [Accessed 22 September 2013].
4. Johnson. L., 2013. Lamborghini Gallardo LP570-4 STS Ad Personam. [online] Available at: <http://l-johnson32.deviantart.com/art/Lamborghini-Gallardo-LP570-4-STS-Ad-Personam-331374011> [Accessed 22 September 2013].
5. Johnson. W., n.d. 7 Visual Elements of Art Used in Advertisement. [online] Available at: <http://smallbusiness.chron.com/7-visual-elements-art-used-advertisement-25752.html> [Accessed 22 September 2013].
6. Kapoor. D., 2009. 5 Basic Principles of Logo Designing. [online] Available at: <http://deepikadutta.wordpress.com/2010/01/01/how-to-design-a-logo/> [Accessed 22 September 2013].
7. Montyne., n.d. 10 Reasons to Use Color. [online] Available at: <http://understandinggraphics.com/design/10-reasons-to-use-color/> [Accessed 22 September 2013].
8. R. Berdan, 2004. Composition & the Elements of Visual Design. [online] Available at: <http://photoinf.com/General/Robert_Berdan/Composition_and_the_Elements_of_Visual_Design.htm> [Accessed 22 September 2013].
9. Ronkowitz. K., n.d. Color. [online] Available at: <http://605.wikispaces.com/color> [Accessed 22 September 2013].

Use of Colors and Visual Elements

Blog Introduction

Certain designs seize people’s sights and attention more easily, while others don’t. Sometime people leave their opinion about like or dislike of the design, it is very easy to state whether they like it or they don’t like it, but if they were to answer the question why exactly they like and don’t like the design, then it is quite difficult to find out the reason.
I have made some research on this and found out the reason behind people opinion about their likes or dislikes, although there are many reasons involved for a person to actually like or dislike the design, I focused on two factors which is the use of colors and visual elements.
I have analyzed thoroughly these two factors and made some unexpected findings. I will describe in details about these 2 factors in two parts, first the use of colors and followed by use of visual elements.

Use of Colors

Introduction

Unarguably one of the most important aspects of any kind of design is the colors. There are infinite numbers of color exist in this world, they are never ending choices of color for you to choose from to use in your designs. Color is a very powerful tool to send an intended message to the public who sees the design. By using different color, a designer can express different kind of emotions, express the purpose of the design, even to the extent of expressing movements (Noack, 2010).

Color Terminologies

We have learned about basics colors in primary school, let’s quickly review them for a better understanding on colors. We have to go back to the basic to really grasp the concept of color.

From the above color wheel we can see that colors are separated into 3 main groups, which are the primary, secondary and tertiary.

Primary colors              : The 3 main colors red, blue and yellow make up the primary color group. These 3 colors are the base colors that make up all the other color on the color wheel (Noack, 2010).

Secondary colors          : Mix red, blue and yellow, the primary colors together (2 at a time) and you will get secondary colors, which are orange, green and purple (Noack, 2010).

Tertiary colors               : Mix a primary color and a secondary color and you will end up with tertiary colors such as yellow-green and blue-green, etc (Noack, 2010).

Relationships of Colors

There are plenty of combinations of color that go well with each other. Most common known combinations are complimentary colors and analogous colors. By using these combinations of colors, a design will appear to be more likable when viewed.

Complimentary colors : They are located opposite of each other on the color wheel and complement each other very well. Colors such as orange and blue, green and red, and yellow and purple are considered complimentary colors (Noack, 2010).

Analogous colors        : They are located right next to each other on the color wheel and therefore produce an overall pleasing look but they provide little contrast when they are used together. Example of an analogous color would be blue, blue-green and green (Noack, 2010).

Color Groups Based on Emotion

With all the basic knowledge that are listed above, we can get a better grasp on usage of colors in designs. As stated above, colors can be used to associate with emotions. Colors that can express emotion are categorized into 3 groups which are warm, cool and neutral.

Warm colors      : Evoke the feeling of warmth, like the color orange, red and yellow (Noack, 2010).

Cool colors        : Give the feeling of cool and chilly like the color green, purple and blue                             (Noack, 2010).

Neutral colors    : Just as the word ‘neutral’ suggests, colors in this group don’t really evoke any       emotions like the color brown and grey (Noack, 2010).

What Colors Means

Usually people don’t really care the meaning of colors, and even if they know they only know the positive meaning of the color, they don’t realize that each and every color can be used in a positive or in a negative way. Which manner the color is conveyed depends on how the colors are used and the colors surrounding it.
Here are some of the popular colors and its positive and negative meanings.

RED

Positive connotations    : Red symbolizes fire and power, commonly associated with passion, aggression, courage and importance. Red also can be used to stimulate excitement and energy (Noack, 2010).

Negative connotations  : Red symbolizes rage, anger and emergency, which derives from the aggressive and passionate quality of red (Noack, 2010).

ORANGE

Positive connotations    : Orange symbolizes sunshine, joy and also happiness. Orange is a very cheerful color, evoking childlike exuberance (Noack, 2010).

Negative connotations  : Orange symbolizes deceit and ignorance. Orange is not aggressive as red but have similar qualities as red, stimulate mental activity (Noack, 2010).

YELLOW

Positive connotations    : Yellow is a happy color, it symbolizes qualities such as optimism, joy, energy, brightness, intelligence and happiness (Noack, 2010).

Negative connotations  : Yellow symbolizes feelings such as laziness, jealousy, criticism and caution (Noack, 2010).

GREEN

Positive connotations    : Green symbolizes nature and has a soothing feeling. Green also used symbolizes harmony and growth, green gives out feeling of safe
(Noack, 2010).

Negative connotations  : Green symbolizes money, represent jealousy and greed. Green also symbolizes a beginner (in need of growth) (Noack, 2010).

BLUE

Positive connotations    : Blue symbolizes peace and calm, and also used to symbolize dependability and trust (Noack, 2010).

Negative connotations  : Blue symbolizes passiveness, coldness and depression (Noack, 2010).

PURPLE

Positive annotations       : Purple symbolizes sophistication and royalty, giving out the feeling of wealth and luxury. Purple also symbolizes creativity and spirituality
(Noack, 2010).

Negative annotations    : Purple symbolize gloominess and sadness (Noack, 2010).

BLACK

Positive annotations       : Black symbolizes elegance, depth, sophistication and power. Even though black is not part of color wheel but it still can be used to express emotions and meanings (Noack, 2010).

Negative annotations    : Black symbolizes mystery, death and the unknown. Black commonly used to symbolize grief, sorrow and mourning (Noack, 2010).

WHITE

Positive connotations    : White symbolizes innocence and purity.  White also symbolizes safety and cleanliness. White is the same as black, they are both not part of the color wheel but still can be used to express emotions and meanings (Noack, 2010).

Negative connotations  : White symbolizes cold and distant (Noack, 2010).

Conclusion and Lesson Learnt

Colors is a very powerful tool, it can be used to convey messages without the use of descriptive words. Colors create impacts whether it was intended or not. Colors able to evoke the viewer’s emotions, different colors evoke different emotions. With the the knowledge of color and what I have learned, I can now analyse a design of websites of popular companies.
Big companies use this to their advantage, for example this Nike website.

The website is black in color, symbolizing power in the products their trying to sell, creating an impression that they sell quality elegant products.

Another example is this Best Buy website.

The blue color shows that they are stable in the market, its also gives the secure feeling to the buyers. The yellow obviously symbolize happiness, shows that people are joyful and excited to make purchase.

Use of Visual Elements

Introduction

Now that we have in depth knowledge on the use of color, its now time to turn our attention to another factor which is the use of visual elements. Visual elements have no less importance than colors.There are few elements comes under visual elements, in fact color is one of the elements and all of the elements have huge impacts on the designs. These elements exists in every design no matter it was intended or not, we recognize and utilize these elements unconsciously without even knowing its significance.

Visual elements

There are a total of 6 elements that I have identified through series of research. The 6 elements are

1.   Line
2. Shape
3. Form
4. Texture
5.  Pattern
6.  Color

LINE

The most influential and most important out of all the elements is the line. A line is what starts it all, the reason behind a design can be done in the first place. If there is no line, there is no shape; if there is no shape, there is no form; if there is no form, there is no texture; if there is no texture, there is no pattern. Line can be used smartly to direct the viewer to whichever point we want the viewer to pay more attention to, line also able to alter the mood of a design. 

There many elements of lines.

1. Lines can be either horizontal, vertical or diagonal (Eftaiha, 2010).
2. Lines can be either jagged or curved (Eftaiha, 2010).
3. Lines can be either thick or thin (Eftaiha, 2010).

Each elements of line have their own purpose and meanings.

Thin lines           : Perceived as unstable, sometimes vulnerable (Eftaiha, 2010).
Thick lines         : Perceived as dependable and rigid, sometimes as stern and dominating
                            (Eftaiha, 2010).

Curved lines      : Perceived as relaxing, soft, soothing and settling (Eftaiha, 2010).
Jagged lines       : Perceived as chaotic, forceful, threatening and sharp (Eftaiha, 2010).

Vertical lines      : Perceived as growth, strength and power (Eftaiha, 2010).
Horizontal lines  : Perceived as restfulness, stability and permanency (Eftaiha, 2010).
Diagonal lines    : Perceived as action and render design as dynamic (Eftaiha, 2010).

For example of usage of line in design, there are some picture that shows the influence of the line.

Here we can see that the tree is vertical, it can be considered as a vertical line. When we see the tree we can feel the feeling of growth which was intended. The pole as well is considered as vertical lines, this time it gives off the feeling of power and strength.
Horizontal lines also can be seen, the asphalt road is considered as horizontal lines, it gives off the feeling of permanency, it gives off a feeling that the road is permanent, never ending.

Another example of influence of line in a picture.

In this picture, rather than a horizontal and vertical lines, the diagonal lines have a bigger influence. As we can see the picture is diagonal, the usage of diagonal lines made the picture dynamic and interesting. It also conveys a sense of action, it directs the attention of the viewer to the main subject of the picture.

SHAPE

As stated before a shape can only be formed with the existence of lines, a shape is formed when the head of a line meets the end of the line, shapes are usually 2 dimensional with recognizable boundary. As the elements before it, each shape have their own meaning.

Circle                    : Implies eternity and completeness (Eftaiha, 2010).
Square                  : Implies peacefulness, solidity, security and conformity (Eftaiha, 2010).
Triangle                 : Implies progression, purpose and direction (Eftaiha, 2010).
Rectangle              : Implies solidity, security and peacefulness (same as square) (Eftaiha, 2010).

Example of influence of shape in a design.

Shapes in designs can be seen as silhouettes. Silhouettes are the purest and strongest of all shapes that are most commonly used in designing. This is a shot several minutes before the sunset as well as several minutes before the sunrise. These two creates a silhouette that we can see clearly here, the human sitting in front of the lake. The shape gives us the feeling that the world is wonderful and are so beautiful.

FORM

Form is a 3 dimensional shape, and best highlighted by lighting from the side since it will create a soft and elegant shadow. The difference between the light and shadows will give the impression of 3 dimension (Eftaiha, 2010).

Example of influence of form in a design.

As we can see the form is being the car, the lighting from the side creates a soft shadow. The different between the shadow and lighting creates a great illustration as seen above.

TEXTURE

 Texture is the perceive surface quality of a design.  It is an element of two-dimensional and three-dimensional design and is distinguished by its perceived visual and physical properties. This elements can make the viewer feel as if they touched the design and feel the roughness or softness of the design. Texture is capable of moving deep emotion of the viewer (Eftaiha, 2010).

Example of influence of texture in a design.

There is no explanations needed for this image, the texture of the door is so clearly shown here that the viewer can almost feel the roughness of the door. The overhead lighting adds more interest, reality and depth to the picture. With the correct use of texture, picture may seem as if its alive and create an emotion filing design.

PATTERN

Pattern is the design or way that shapes and objects are put together to form a composition. Pattern basically exist everywhere. There are 2 techniques involve in using pattern in designs, emphasizing and breaking.
Emphasizing a pattern can highlight a sense of size and expansion (Eftaiha, 2010).
Breaking a pattern is disrupting the continuous flow of a pattern (Eftaiha, 2010).

Example of influence of pattern in design

This an example of the emphasizing pattern method. The frame is filled with the zoomed in pattern of the plants. The pattern is repetitive and flowing uninterruptedly.

This is an example of the breaking pattern method. The frame is filled with the zoomed in pattern of the fence but the pattern’s flow is broken by the string and the stump.

COLORS

This element have been discussed and explained in details in the previous part. Colors can be used to express emotion and each of the colors have their own meanings.

This is a color wheel, as explained in previous part, the color wheel can be categorized into 3 groups, which are the primary color, secondary color and the tertiary color (Eftaiha, 2010).

Example of influence of color in design

The color used in this picture goes together very well, they compliment each other very well. The beer is known for the best beverage drank throughout the world for the purpose of to unwind and relax. By using green color in this picture gives off a soothing feeling which was intended.

Conclusion and Lesson Learnt

These 6 visual elements is the most basic element of any design, and it have a very huge impact on the design. With clever usage of these elements can create a impressive design which reaches out to touch people’s heart.With the understanding of how they complement each other , how they affect each other creating an impressive design is very doable.

This is an amazing design done with the full understanding of the visual elements. With the understanding of the visual elements and from what I have learned, I am now able to analyse the picture below.

The color used here complement each other so well, the white color gives of the feeling purity and also the feeling of cold and distant. The diagonal line used here the give the sense of action and create a more dynamic feeling. The emphasizing pattern method is used here, the frame is full with the tree and the flow of the pattern is uninterrupted. The other elements are used as well but they are subtle, but they still have an impact on the design, for instance texture, the roughness of the branches can be felt by looking at the picture.

Blog Conclusion

Before this, when I was looking at a design, I couldn't explain the feelings it makes me feel, I couldn't understand why did I like or dislike a design, it never crossed my minds that the colors and the visual elements used in the designs is the one making me feel all those feelings.I never even stopped and wonder what these colors, lines , patterns, forms, shape and the texture in the design meant, but now I learned a lot. I am even able to analyze a design and why that particular elements were used and also what is the meaning intended to be conveyed. It is important for a full understanding of these elements to design a impressive designs, they are the building blocks for a design, by using these elements smartly will make a design far more impressive and purposeful.

References
1. Eftaiha, D., 2010. 6 Elements of Design for Striking Photographs ,[online] Available at: <http://photo.tutsplus.com/tutorials/photography-fundamentals/6-elements-of-design-for-striking-photographs/>[Accessed 23rd September 2013]

2. Noack, S., 2010. A Look into Color Theory in Web Design ,[online] Available at: <http://sixrevisions.com/web_design/a-look-into-color-theory-in-web-design/>[Accessed 23rd September 2013]

Uses of color and visual elements

INTRODUCTION

What is color??

A ray of light which is perceived by our eye and interpreted by our brain is known as the source of all colors .From many years the research has been done and some of the famous scientist and artists have studied that “why human beings respond to some color combinations more favorably than others .In early decades the experiments and work on color started with the development of color wheel, and then theories keep on coming over decades to explain the behavior and pattern of color.

A color circle based of red, yellow and blue is traditional in the field of art. Isaac newton developed first circular diagram of colors in 1666.( http://www.cs.kent.edu/~svirdi/Ebook/wdp/ch07.pdf ).

Primary: Red, Yellow, blue   

These colors cannot me mixed and are most important colors on the color wheel .

Secondary: Orange, green and purple /violet

These colors are mixed by adding two primary colors together. Like yellow and red make orange

Tertiary/intermediate: Red-orange, red violet, blue green, blue violet, yellow-green and yellow orange

As by the names you can tell how to mix it . When naming these colors the primary color comes before the secondary color

Neutral colors : They are not found on the color wheel , white, Black ,grey ,brown,beige,tan,and cream

The ability to distinguish colors and give then unique names, for example like yellow, brown mustard yellow or sunlight yellow.

In 1990 According to Albert henry Munsell, who was the art professor in Boston (USA) introduced the” most influential color-modeling systems and a notation for precisely naming colors “.He identified the three independent components of color:

HUE: According to him “Hue is the quality by which we can distinguish among one color from another “. And he also said light with different hues have different wavelengths.

VALUE: It actually measures how bright or dark color is “The Quantity by which we distinguish a light form a dark one.”

CHROMA (saturation): it is the richness of hue. It differentiates deep blue form pale blue .It is also known as colors saturation. Adding white paint to red reduces its saturation or Chroma making it paler. A color at full saturation is a pure hue. A color at zero saturation is a shade of gray . It is also known as “purity in color”.( http://www.slideshare.net/LindseyMShepard/color-theory-3228729). (Brooks/Cole book/January 28, 2003).

Meaning of color and color theory:

Unlike any other language, Color is also means of communication. It is the only language which does not require any words. Colors are used everywhere in the world even in symbols and signs. We can talk about colors in terms of light and energy. Every color has its own meaning and meanings are different in every country depending on our style, esthetics, and food and most important in the culture we are living in.” RED means danger in USA and in CHINA it means joy and festivities and in JAPAN it relates to anger and in the MIDDLE EEAST it refers to evil “.All colors are perceived in different context in each country and culture.

Sometimes the color preferences are different and also rooted in time period we are living in. For example, In early decades or can say in ancient Egypt, black color was related to seeds sprouting form earth and now a days it indicates the sign of mystery and evil.

RED : warmth,love,anger,boldness,Excitement,speed,energy,determination,desire,courage

The longest wavelength of light is red; Bees can’t see the red color

Orange: cheerfulness, low cost, affordability, enthusiasm, stimulation, creativity, aggression

Yellow:Attention,comfort,liveliness,cowardliness,hunger,optimism,overwhelm,summer,comfort,intellect,happiness,energy.

The happiest color of spectrum is yellow.

A yellow flag is used to indicate a penalty in football.

Green:Durability,reliability,environmental,spring,well,nature,calm.relaxation,honesty,optimism,harmony,freshness.

Green was the favorite color of First president of united states “ George Washington”.

Blue: Peace ,professionalism,loyalty,reliability,honor,boredom,coldness,winter,depth,stability,trust.

Owls are only birds that can see blue.

Mosquito s are attracted to blue twice as much as to any other color.

The blue ribbon is widely recognized as symbol of child abuse awareness

Purple : Power,royalty,nobility,elegance,sophisticated,artificial,luxury,mystery,magic.

It was the color of the first dye made by man.

Purple represents the planet Jupiter.

Purple is color of the highest valued poker chip 5,000 $ .

Grey : Conservatism,traditionalism,intelligence,serious,dull,uninteresting

Brown : Relaxing,confident,casual,nature,earthy,solid,genuine,autumn,endurance

Black: Elegance,sophistication,formality,power,strength.illegality,depression,night.

A black cat crossing one’s path is considered as bad luck in many cultures.

Musicians in an orchestra concert wear black so as not to draw attention away from the stage performers.

White: Cleanliness, purity, newness,virginity,peace,innocence,simplicity,snow

Two of the most common peace symbols are dove and the truce flag .( http://www.slideshare.net/ )

USES of color:

Colors are used everywhere, color is extremely versatile in its uses. It can be used to make a “statement, create an atmosphere or call forth a response. We can use color to get what we want it from the world, or we can use it to find something is ourselves. Colors can be used is styling of our clothes. In décor color will create an atmosphere, like in hospitals usually green color for hospital ward and yellow color in kindergarten . In the world of art and high culture color plays and important symbolic role. In therapy color can be used to help others to stimulate their thoughts ,feelings and memories . Actually color is a tool that we can used to open up ourselves . (http://colourconscious.com).

Visual Elements :

There are many elements that can make a design as well as visual design , and can tell whether its good or not . Actually there are so many visual elements but most common elements are 7 . All are different form each other and play their own roles in designing and are very important . If one can differentiate between and can identify the elements of design either its his/her own work or someone else. Then one can know where and how to apply the principles of design .( http://www.noupe.com).

The most common elements are :

1 Line

2 form

3 shape

4 texture

5 color

6 value

7 space

8 form (volume)

I am going to talk about few of them 

1 )Line : It is known as the most basic element of design .A line is a mark made by tool as it is drawn across a surface or sometimes known as open path  and line is also series of marks or points . Line can be thick thin it comes in all types of sizes and shapes. Line tells about the variety of verbal and visual concepts. Like thick lines are bold and draw attention to them whereas thin lines are opposite. Color can also change the impact of line, by drawing darker colors drawing and with bright colors .

There are three categories of line :

Line Types: It refers how the line is moving from beginning to an end .Lines are usually straight, curved or angular.

Line direction: It describes a relationship between the page like horizontal move across the page, vertical moves up and down and diagonal lines used for comparison .Usually line directions are horizontal, vertical, slanted.

Line Quality: It refers to how a line is drawn. A line can be bold, smooth or broken, thick ,thin regular or changing .

In kirchner “Forest cemetery” , bold black lines define shape in what could otherwise be a muddled green abstract. The lines are varied in their length, thickness and curvature which creates contrast in the work . (“Forest Cemetery,” color wood cut by Ernst Ludwig Kirchner in 1933).

2) Shape : It is the combination of lines resulting in the subject of the image. Shape is also known as general outline of something .Shapes are usually two-dimensional but we can translate three-dimensional forms of the real world into two-dimensional shapes .Circles,square,rectangles,triangles ,polygons and some other abstract shapes. Like ,circles are often associated with movement . Shape can make a huge difference in how it is perceived .

Categories of shapes are :

Geometric shapes : circles,squares,rectangles and triangles .

Organic shapes: leaf,seashells,flowers.

Positive shapes: solid forms in a design such as bowl of fruit .

Other forms of shapes are Static, dynamic and negative.

In the picture below, Valloton creates the image of two lovers in a room by the use of just black and white shapes. (“La Raison Probante,” woodcut by Félix Vallotton in 1898)

3)Color : Colors are always important and we are taught about colors from an early age .Color always have a huge impact on the way a piece is interpreted by audience. Color is always very eye-catching, creating emphasis and evoking relationships to known world. “color is also capable of creating strong reactions among people”, Especially to those who apply certain specific meanings and emotions to different colors. Before designing anything color is the most obvious thing , and designer should have the knowledge of color theory and its important aspects . Designer should have the casual knowledge of difference between a shade ( when black color is added into pure white ). Tint ( when white is added to color ) and tone ( when gray is added to color ). To identify or label objects in an illustration colors are also used .( http://graphics.stanford.edu)

We can divide color into 3 more specific categories

HUE: It is the name of color which is red or green, blue or orange

Value : It is the range of lightness and darkness which is red or dark red, light yellow or dark yellow.

Shade , tone and tint are the aspects of value .

Saturation : It is the brightness and dullness of a color, which is red or dull red , light or bright green .

Color wheel is also used to organize color which is made up of :

Primary colors : Red,yellow,blue these color cannot be mixed.

Secondary colors : Orange,violet,green,they are created by adding two primary colors .

Tertiary/Intermediate colors : Red orange, yellow green, blue violet etc. By mixing a primary color with secondary color creates these.

In the figure below ,Toulouse-lautrec keeps his colors simple and bold utilizing the three primary colors with black and white in large strokes, The colors are rich, emphasizing the dramatic interpretation of the character in the print.( “Ambassadeurs: Aristide Bruant dans son cabaret,” color lithography by Henri de Toulouse-Lautrec in 1892 ).

4 Texture: Texture is the illusion of tactile surface that is achieved in 2-D format.(99designs.com).There are two categories of texture

1)tactile: we can feel their surfaces with our fingers actually. They can be created by cut and paste like lace or sandpaper to a surface etc.

2 )visual : they are illusionary and give impression of real textures . The most common and easiest way of creating visual textures is by grouping various lines together, and can be create with pens, markers, pencils and computer software .

Katsushika achieves this by repetition ,giving the user illusion of texture they can feel.(“Ono Waterfall at Kisokaido,” woodblock print by Katsushika Hokusai in 1830/1831)

5) Space : It determines how the objects are related or relate to each other within the artwork, and this is the location on which elements are placed.

Categories of space

Positive space : Like in positive shape it is the actual sculpture or building .

Negative space : It’s the space around the sculpture or building.

Picture plane : It is the flat surface of your drawing paper or canvas

Composition : It is the organization and placement of the elements on your picture plane.

Focal point : It is the area you want viewer to look first .

Goya’s bulls are centered in the piece, giving the illusion of a deep black space around them and drawing attention to the dramatic forms themselves.( “Disparate 22. Lluvia de toros o Disparate de toritos.” aquatint print by Francisco Goya, done between 1815 – 1823).

References

1)      http://www.cs.kent.edu/~svirdi/Ebook/wdp/ch07.pdf

2)      http://99designs.com/designer-blog/2012/04/19/back-to-basics-part-i-elements-of-design-with-printmaking/

3)      http://www.noupe.com/design/a-graphic-design-primer-part-1-the-elements-of-a-design.html

4)      http://colourconscious.com/colour/usesofcolour/