ELEMENTS OF ARTValueArt 100

. . . . . . . . .Fundamentals of Graphic Design

Definition of ValueValue is the degree of light or dark of an object or surface.

- Another term for value is “tone”.

Value has many possible steps.Value is the contrast between black and

white

and all the tones in between.

Value can Create 3D Space. Value can be used

to give the illusion of

volume and depth by adding shading to an area.

Value can Mix Spatial Effects. Value can mix the

volume and depth

of a design by adding

shading to selected

areas only.- Is this a flat or

volumetric design?

Value can Create Distance.

Value can make

objects appear

to be in front of

or behind

each other.

Value can Create Emphasis.Value can draw the

eye to the part of

the composition

that the designer

wants the viewer to

notice first.

Value is Always Relative.

Value is influenced by the background

color and all other parts of the design.

Value can Create Movement. Objects of different

values create a more

dynamic appearance.

Some parts stand out

while others recede.

Value can Minimize Movement.

Objects of similar

value create a static

design, with all parts

more or less equal in

visual importance.

Value and Contrast

The greater the

difference in value

between an object

and its background,

the greater the

contrast.

Value and Contrast

The greater the

contrast between

an object and

its background

the more it will

attract the eye.

High-Contrast Values

Designs with

high-contrast

values create

dramatic effects

and exciting

moods.

Low-Contrast Values

Designs with

low-contrast

values create

soft effects

and subdued

moods.

Similar Values Create Blends.

When shapes

of similar value

are placed next

to each other,

they seem to

merge together.

Value and Text

Value issues

apply equally

to the use of

text in a design.

ELEMENTS OF ARTColor

Art 100

. . . . . . . . .Fundamentals of Graphic Design

Origins of ColorColor results from reflected light waves transmitted through the eyes and interpreted by the brain. This prism shows the separation of white-light waves into colors. Rainbows show the same white-light fracturing.

The Visible Color SpectrumLight consists of electromagnetic radiation of different wavelengths. Not all wavelengths are detectable to humans, but the “visible spectrum” is visible to the human eye. The "visible window" ends with ultraviolet light on one side of the spectrum and infrared light on the other.

The Visible Color SpectrumMany species can see light beyond the human spectrum. Bees can see ultraviolet light, which helps them find nectar. Some birds have ultraviolet markings on their plumage that attract potential mates.

The peacock mantis

shrimp has nature’s

most complex eyes,

which detect 16

channels of light;

Humans can

see only four.

Color Basics - Define “Hue”Hue - The name of a color, such as Red, Yellow, or Blue.

The Color Wheel All color wheels are constructs that try to explain

the complexities of color systems:This example

Shows Primary,

Secondary, and

Tertiary colors,

along with

Color Opposites

Color Hue Hues can be divided into primary, secondary,

and tertiary colors.

Primary Colors - Red, Yellow, Blue.

Secondary Colors - Orange, Green, Violet.

Tertiary Colors - Red-orange, Blue-violet, Yellow-green, etc.

The Color Wheel There are six basic hues, which are also

primary and secondary colors:– Red

– Orange

– Yellow

– Green

– Blue

– Violet

There are Countless RedsIf one says ‘red’ and fifty people are listening, there are fifty different reds in their minds. All of these reds will be very different. Color is in continuous flux, constantly related to changing color neighbors and conditions.

Color Wheel and Value This color wheel shows value gradations

through the gradual addition of black:

Variations of Color Hues

• Achromatic - Without hue. Contains only blacks, whites, or grays.

• Monochromatic - Has a single hue. May contain variations in brightness and darkness.

• Polychromatic - Has many hues.

Color as Value

Characteristics of color include degrees of light or dark, also known as color value.

Lightest Color

Values

Darkest Color

Values

Color ValueEach color has its own value range (degree of light & dark.)

Below, Green has the lightest value range, while Cyan and Magenta have darker value ranges.

LightestValues

DarkestValues

BrightestColors

Color Tints and Shades

Tint - Addition of white to a color.

Shade - Addition of black to a color.

Tints Shades

PureColors

Color Basics - SaturationSaturation – Brightness or dullness of a color.

Saturation, Chroma, Intensity – All the same thing.

Full-Intensity Color

Color Basics - SaturationHighest intensity color – Fully saturated.

Saturated color – Maximum chroma; no neutralizing

colors like black white, or gray.

Full-Intensity Color

Color SaturationFully saturated hues become dull when mixedwith black, white, or gray.

- Saturated Hues

- Dulled Hues Still reveal their original identities, though dimmed.

Color TemperatureAll colors have a temperature:Warm colors - Reds, oranges, yellows.

Warm colors project outward.

Cool colors - Blues, greens, violets. Cool colors recede backward.

Color Basics - Characteristics

Warm Colors -

Yellow, Orange, Red

Neutral Colors -

White, Gray, Black

Cool Colors -

Green, Blue, Violet

Color Questions

– Which color is warmest?

– Which color is coolest?

Color Value - High ContrastA wide range of value variety.

Color Value - Low ContrastA narrow range of value relationships.

Sources of LightThe light illumination necessary to see colors can come from the sun, a natural source, or from artificial sources, such as halogen, or incandescent and florescent lights.

Computer screens display luminous light.    

Additive and Subtractive Colors

Additive Colors - The more colors that are mixed, the lighter the colors created: “Luminous screen colors”.

Subtractive Colors - The more colors that are mixed, the darker the colors created: “Physical pigment colors”.

Additive Color SystemAdditive Color System - Based on luminous, projected light. RGB Primary Colors – Red, green, blue.RGB - Default palette for digital graphics. RGB colors are brighter than CMYK colors: Because RGB derives from luminous projected light.      White Light - Composed of maximum amounts of RGB hues.Black – The absence of all light.

RGB Color

Color and the Computer

Additive Color Media

Additive Color Media - Television monitors, Computer monitors, DVD, video games, digital film, and digital photography.   

Color and the Computer

Additive Colors and Values

White - The presence of all colors; Composed of maximum amounts of red, green, and blue components.Black – The absence of all light, and therefore the absence of all color.  

Subractive Color SystemSubractive Color System - Based on mixing pigment colors. CMYK Primary Colors – Cyan, magenta, yellow, black.CMYK - Four-color printing colors. CMYK colors are dimmer than RGB colors: Because CMYK derives from reflected pigment light.      Black – Called “K” for “key”.Black - Added to CMY to add value = CMYK.

CMYK Color

Color and Pigment Media

Subtractive Color Media

Subtractive Color Media - Printing pigments, oil paint, acrylic paint, watercolors, pastels, colored pencils.   

Subtractive Colors

Pigments are color substances composed of metals like cobalts and earthen materials like iron. In the old days artists ground them to a powder and added a binder like oil (oil paint.)

The subtractive color system is based on mixing color pigments.  As colors are mixed, they create a subtracting effect.

Colors Hues?• Primary Colors - Red, Yellow, Blue

• Secondary Colors - Orange, Green, Purple

Question: Is this design composed of dominantly primary or secondary hues?

Color Hues?

• Question: Is this design composed of achromatic, monochromatic or polychromatic hues?

Color Hues?

• Question: Is this design composed of dominantly achromatic, monochromatic or polychromatic hues?

Color Basics - Saturation?Saturation – Color’s intensity, tone, chroma.

Question: Where is the most saturated blue in this design?

Color Basics - Saturation?Saturation – Color’s intensity, tone, chroma.

Question: Where is the most saturated red in this design?

Color Basics - Temperature?Temperature - Warm or cool colors.

Question: Is this design composed of primarily warm or cool colors?

Color Basics - Temperature?Temperature - Warm or cool colors.

Question: Is this design composed of primarily warm or cool colors?

Color Basics - Temperature?Temperature - Warm or cool colors.

Question: Is this design composed of primarily warm or cool colors?

Color Tints and Shades?

Questions: In which grid square are the lightest tints?

In which square are the darkest shades?

Hint: Squint to decide.