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:

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