Color Harmony
- Different complements/harmonies ->
- Analogous
- Split
- Triad
- Tetradic
- Quadrilateral
Color Palettes
- Different color palettes can invoke mood, location and emotion. For example (Pop Art, Russian Poster Art, Metal, Earth, Beach, Flowers, Fruit, Vegetables.
- Color Properties (Cool, Warm, Bright, Dark, Saturated, Desaturated.)
- Color Intensity: Intensity changes in relation to its surrounding color.
Color Associations
- These types of color associations are universal to all people
Why color matters
- 73% of purchasing decisions are now made in store
- Color also increases brand recognition by up to 80%
Color Affects
- Appetite: Blue is rare occurrence in nature.
- We have no appetite response to blue food.
- Mind: Pink is a tranquilizing color that drains your energy.
- Used prisons, holding cells, opposing team locker rooms.
- Optimism: Yellow, Friendly: Orange, Excitement: Red, Creative: Purple, Trust: Blue, Green: Peaceful
Color Theory Notes
Color
- Primary, Secondary, Tertiary.
- Colors: Used to catch the eye, and to manipulate you.
- ROYGBIV: Red Orange Yellow Green Blue Indigo Violet =Rainbow
Primary Colors
- Primary Colors= (Red, yellow, and blue.) Pigment generated colors are derived from, these primary colors. Or (Red, blue and green) Light generated colors are derived from these primary colors.
- Secondary= Mixing primary colors creates other colors. For example: Blue + Yellow=Green Blue + Red= Violet
- Dark color recedes and light color advances
Color Mixing
- Rgb Red, green, blue. Light generated model.
- Rby Red, blue, yellow. Pigment generated model.
- CMYK Cyan, magenta, yellow, black. Print process model.
Color Modes
- Monochrome Tints, shades and tones of a single tone.
- Grey Scale, black and white only.
- Web Safe RGB, hexadecimal compatible.
Tints, Shades, Tones
- Tints= add white to a pure hue.
- Shades= Add black to a pure hue.
- Tones= Add grey to a pure hue.
Color Harmony
- Complementary Colors: Colors across from each other on the color wheel.
What format to use for what image?
- For unquestionable best quality: TIF or PNG (lossless compression and no JPG artifacts)
- If you have an photo image worst choice: GIF
- If you have a graphic image worst choice: JPG
Best format for ... :
- For web TIF
- For internet GIF
Sep. 16th, 2014
Graphic File Formats
Understanding Format Choice and Image Compression
File Formats:
- All computer documents, or files, are packaged in different formats
- The format is determined often by the files origin, such as a software program like Photoshop, or other devices
Lossy vs Lossless:
- Graphic image formats fall under 2 categories of compression, Lossy and Lossless
- With lossy, the image data is "lost" or reduced for smaller files but can cause poor image quality. Can result in showing "compression artifacts."
- Lossless retains image data for higher quality but larger file sizes.
- Lossy: showing compression artifacts (pixelisation)
Graphic Formats:
- TIF, JPG and GIF are the 3 most common for common activities such as printing, scanning and displaying images over the internet.
- PNG is a common web format, is high quality and can contain an alpha (transparency) channel.
- Each format has its own advantages/disadvantages
File Format: TIF
- TIF stands for Tagged Image Format
- Common format for desktop publishing, print, photo and graphic design.
File Format: JPG
- JPG stands for Joint Photographers Expert Group
- Created for digital photography and works best for photo content.
- Is a LOSSY format.
- Can reduce an image file size bye 10:1 without showing significant compression artifacts.
- The level of compression is adjustable.
File Format: GIF
- Stands for Graphic Interchange Format
- Is best for graphics or images that have flat color or even tone, such as a cartoon.
- Reduces image size by "indexing" color bit levels from 1 to 8
- Is adjustable by changing color bit levels from 1 to 8
- Contains no DPI (Dots per inch) data for printing. Not a proper format for print.
