ELEMENTS
OF DESIGN
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Color is crucial to visual communication. It’s a basic property of light. It captures your eye.
You can never learn too much about it.
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form
and color are
the two basic elements in visual communication
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form
affects the intellect
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color
affects the emotions
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| The Brain
and Visual Communication |
80% of the brain is
dedicated to processing visual communication |
Color
and
Visual
Experience |
1.
Color has a significant impact on visual communication
2. The human brain requires a sense of order or it will reject
whatever it sees
- If too many colors are used, the viewer
will become visually confused and will reject the image.
- If not enough color is used, boredom
results.
3. Color impressions are both
quick and long lasting
- Marketing psychologists state
- color accounts for 60% of the acceptance or rejection of what
a person sees
- a lasting impression is made within ninety seconds
- Color can sway thinking, change actions,
and cause reactions. The colors used for a product, web site, business
card, or logo cause powerful reactions
- Decisions about color are a critical
factor in success of any visual experience
- Color combinations can attract or
distract. The right color combinations can be as important as the
individual colors.
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Color
and
Optical
Effects |
1.
The human eye can see 7,000,000 colors
2. Some colors are eyesores : certain
colors and color relationships can be eye irritants, cause headaches, and
wreak havoc with human vision.
3. Some colors and color combinations
are soothing
4. The appropriate use of color can
maximize productivity, minimize visual fatigue, and relax the whole body |
The
Three Primary Colors:
YELLOW:
- yellow is the most visible color
of all the colors
- yellow is the most cheerful of
the spectrum
- yellow is a symbol of the deity
in many global religions
- pure bright lemon yellow is the
most fatiguing color
- yellow is an eye irritant -
- babies cry more in yellow rooms
- husbands and wives fight more in yellow kitchens
- opera singers throw more tantrums in yellow dressing rooms
RED:
- A company which markets red
contact lenses for chickens (at 20 cents a pair), points to
medical studies showing that chickens seeing red during the
day are happier and eat less food. A spokesperson said the
lenses will improve world egg-laying productivity by $600
million a year.
BLUE:
- blue is an appetite suppressant
- weight loss plans suggest
putting your food on a blue plate, put a blue light in your
refrigerator, or dye your food blue! A little black will make
it a double whammy
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| Color and
Your Site |
Focus
on four things simultaneously in your interface design :
- aesthetics: the right colors draw
the eye to the most important areas
- optical effects: the right colors
increase readability and minimize optical fatigue.
- symbolism: the right colors
communicate powerful symbolism.
- technological: the right
combination of colors create an overall logic.
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| Color |
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