How much attention should we pay to color?

Color is very important especially to designers. A design would certainly look empty without the element of colors. It has a great impact on a business, on marketing and even in one’s emotions. As a designer we should pay attention to the little things, especially the one which can make the design work to be perfect. Color is one of the most important part in a design. The use and selection of the right colors can give a good impression, it can even make your design emerged as a remarkable work.

Color is a sensation that is transmitted to the brain; this creates an effect on our body and especially on our own psychological attitude.

color matters function

 

Function

Color plays a vitally important role in the world in which we live. Color can sway thinking, change actions, and cause reactions. It can irritate or soothe your eyes, raise your blood pressure or suppress your appetite. When used in the right ways, color can even save on energy consumption.

When used well, color communicates clearly and powerfully. When not used well, it can mislead or weaken the graphic design’s message. Deliberate use of color includes determining its meaning from the beginning of the design process and carefully applying it. As a powerful form of communication, color is irreplaceable.

Meaning

Red means “stop” and green means “go.” Traffic lights send this universal message. Likewise, the colors used for a product, web site, business card, or logo cause powerful reactions. Color Matters!

In graphic design, the meaning of color depends on its audience, not only based on personal preferences, but in cultural terms. For example, white signifies purity and innocence in Western culture, while in China, it represents death and mourning. Still, designers count on certain meanings of color being shared universally, like pastels equaling sweet and feminine, or primaries conveying boldness or appealing to children.

Some colors deliver different meanings to different professions. Green, for example, indicates profit in the financial industry, environmental-consciousness or safety to engineers, and infection to medical professionals.

color matters meaning

 

Meaning

Apply The right color choice will give a proper impression of the designs, and make sure that the colors used are true representations of your design ( logo / brand, etc.). If you are using two or three colors together in a design, just make sure the colors look harmonious.

Be practical. Use common sense and accumulated experience. Search ways in which you see color used to communicate effectively to you. Look at material, web sites, programs that you like; look at posters, maps, signs and ads that attract you, that guide you, that inform you. Learn from these, as well as those that you almost miss, those that confuse you, those that drive you away.

Study whatever you can get your hands on. The more you know, the better you will be at making better color choices or avoiding bad color choices. You will realize when you make bad color choices, because people can’t always agree on what they like, but most of the time, they agree in what they don’t like.

How much attention do you pay to the colors in your designs?

 

 

 

 

More colors; hue, saturation and value

Color is a complex concept,  can have a lot of properties; hue, saturation and value are some of the most important characteristics of color. We usually refer to colors by simple names such as red or blue. Are there more precise and descriptive ways to talk about colors? There are many terms which are used to describe colors, and often there is some confusion as to what each of the terms mean. Here I will try to explain some of the most common terms use in color theory.

HUE

Hue is somewhat synonymous to what we usually refer to as “colors”. Red, green, blue, yellow, and orange are a few examples of different hues. The different hues have different wave lengths in the spectrum. Hue is expressed as a number from 0 to 360 degrees representing hues of red (starts at 0), yellow (starts at 60), green (starts at 120), cyan (starts at 180), blue (starts at 240), and magenta (starts at 300).

SATURATION

The color is completely pure. Saturation can also be called a color’s intensity. It is a measurement of how different from pure grey the color is. Saturation is not really a matter of light and dark, but rather how pale or strong the color is. The saturation of a color is not constant, but it varies depending on the surroundings and what light the color is seen in. Saturation is the amount of gray (0% to 100%) in the color.

VALUE

Value (lightness) describes overall intensity to how light or dark a color is. It is the only dimension of color that may exist by itself. The value is a measurement of the brightness of a color. The brighter a color is, the higher is its value and the more light it emits. For instance, a vivid yellow is brighter than dark blue, therefore its value is higher than that of the blue. A good way to see the difference in the values of colors is to look at the corresponding greyscale version. Value works in conjunction with saturation and describes the brightness or intensity of the color from 0% to 100%.

The HSV scale clearly stands for “Hue, Saturation, Value.” It does a better job at visually explaining the concept of light, and it is a very useful one to comprehend, as it is what most sophisticated digital color pickers are based on (including all Adobe software). Not only do graphic designers need to understand this color construct, but fine artists do as well since digital art and rendering has become such an integral part of art processes.

HSV

Why color matters in Graphic Design?

Color is very important especially to designers. A design would certainly look empty without the element of colors. It has a great impact on a business, on marketing and even in one’s emotions. As a designer we should pay attention to the little things, especially the one which can make the design work to be perfect. Color is one of the most important part in a design. The use and selection of the right colors can give a good impression, it can even make your design emerged as a remarkable work.

Color is a sensation that is transmitted to the brain; this creates an effect on our body and especially on our own psychological attitude.

color matters function

Function

Color plays a vitally important role in the world in which we live. Color can sway thinking, change actions, and cause reactions. It can irritate or soothe your eyes, raise your blood pressure or suppress your appetite. When used in the right ways, color can even save on energy consumption.

When used well, color communicates clearly and powerfully. When not used well, it can mislead or weaken the graphic design’s message. Deliberate use of color includes determining its meaning from the beginning of the design process and carefully applying it. As a powerful form of communication, color is irreplaceable.

Meaning

Red means “stop” and green means “go.” Traffic lights send this universal message. Likewise, the colors used for a product, web site, business card, or logo cause powerful reactions. Color Matters!

In graphic design, the meaning of color depends on its audience, not only based on personal preferences, but in cultural terms. For example, white signifies purity and innocence in Western culture, while in China, it represents death and mourning. Still, designers count on certain meanings of color being shared universally, like pastels equaling sweet and feminine, or primaries conveying boldness or appealing to children.

Some colors deliver different meanings to different professions. Green, for example, indicates profit in the financial industry, environmental-consciousness or safety to engineers, and infection to medical professionals.

color matters meaning

Apply

The right color choice will give a proper impression of the designs, and make sure that the colors used are true representations of your design ( logo / brand, etc.). If you are using two or three colors together in a design, just make sure the colors look harmonious.

Be practical. Use common sense and accumulated experience. Search ways in which you see color used to communicate effectively to you. Look at material, web sites, programs that you like; look at posters, maps, signs and ads that attract you, that guide you, that inform you. Learn from these, as well as those that you almost miss, those that confuse you, those that drive you away.

Study whatever you can get your hands on. The more you know, the better you will be at making better color choices or avoiding bad color choices. You will realize when you make bad color choices, because people can’t always agree on what they like, but most of the time, they agree in what they don’t like.

 

 

Why It’s a Good Idea to Hire a Graphic Designer

Green Wall 1

 

 

The world may think this is just about making it look good; but Graphic Designers do much more than that, a good Graphic Designer can benefit your business bottom line.Good Graphic Design helps you make that important positive first impression. It gets you noticed and helps you communicate effectively with your potential clients.

Many business owners think that hiring a Graphic Designer is one advertising & marketing expense that they can avoid. Here I will show you some reason why you should not “skimp” on Design services.

  • It have to be done, why not doing correctly –  Don’t take chances that will cost you money and time, get it right the first time by using a professional Graphic Designer since the beginning.  A professional Graphic Designer knows printing and designing specifics that will help you avoid problems when printing or displaying your designs.
  • Grab their attention – When it comes to design, first impressions are everything. A Graphic Designer will help to capture the attention of your customers. Successful design will take the message that you want to share to the world and send it directly to the people you want to reach and deliver it in a way that they can receive.
  • You don’t have all the time of the world – An experienced Designer works without supervision, manages the Design process, and keeps the Client updated and involved when necessary. A graphic designer knows their field well, they can turn your ideas into reality in a short time, leaving you free to do what you do best.
  • Because money matters – If your art file is not prepared precisely the way it needs to be for printing, you may find that it will cost more to have a commercial printing company fix the art file than it would have been to simply hire a professional to prepare proper print-ready art files in the first place. Professional graphic designers are familiar with the legal part of design.  They know that it is absolutely necessary to purchase licenses for the images and typefaces that we use in projects.  Without these licenses, you could face legal action, which is not cheap.
  • Your business image is everything – We live in a society that judge the “book by the cover”, the better something looks from the outside, the more valuable it must be. A professional graphic designer can help you develop a brand that matches the quality of your products and services.  They can provide you with beautifully printed business cards and brochures.  They can design a logo that not only gets attention, gains recognition, but communicates the ideas and values behind your business.

I hope that these benefits of hiring a more experienced Graphic Designer have convinced you not to hire uncle Juan to design your marketing material. Your business’ success is hinged upon your marketing strategy, and how well that vision is executed and presented to your audience. Professional Marketing and Design is an investment that will pay off over a relatively short period of time.

When looking for a Professional Graphic Designer ask for referrals, check out portfolios and read testimonials of past clients. Design Theory is a Design Firm that works with professional Graphic and Web Designers that can help promote your brand with excellence.

Choosing between Serif or Sans Serif

Last week I was talking with a colleague, young designer who was curious about the idea of Serif and Sans Serif. We got into a log conversation, that could probably had no end. Then I remembered writing this article a while ago where we discuss the diference between Serif and Sans Serif.

Typefaces can be divided into two main categories: Serif and Sans serif. Serifs are semi-structural details on the ends of some of the strokes that make up letters and symbols. The printing industry refers to typeface without serifs as sans serif (from French sans, meaning without).

Ancient wisdom tells us that we should use sans-serif fonts for titles, headers, and other short blocks of text, and serif fonts for the main body of the document. The reasoning behind this has to do with the purpose of the serifs. The serifs on the letters are designed to pull the text together, making it easier for your eye to transition from one letter to the next, then from one word to the next. In effect, the serifs ‘pull’ you through the document, and in doing so make the text easier to read. Therefore, long blocks of text will be easier to read if they are written with a serif font. Sans-serif fonts work well in short blocks of larger text, what you would typically find in titles and headings.

Great variety exists among both serif and sans serif typefaces. Both groups contain faces designed for setting large amounts of body text, and others intended primarily as decorative. The presence or absence of serif forms is only one of the many factors to consider when choosing a typeface.

In traditional printing, serif fonts are used for body text because they are considered easier to read than sans-serif fonts and thus are the primary choice for lengthy text printed in books, newspapers and magazines. Sans-serif fonts are more often used in headlines, headings, and shorter pieces of text and subject matter requiring a more casual feel than the formal look of serifed types.

Typefaces with serifs are often considered easier to read in long passages than those without. However, studies on this matter are ambiguous, suggesting that most of this effect is due to the greater familiarity of serif typefaces. As a general rule, printed works such as newspapers and books almost always use serif typefaces, at least for the text body. Web sites do not have to specify a font and can simply respect the browser settings of the user. But of those web sites that do specify a font, most use modern sans serif fonts, because it is commonly believed that, in contrast to the case for printed material, sans serif fonts are easier than serif fonts to read on the low-resolution computer screen.

Serif fonts can be broadly classified in one of four groups:

Old Style

Examples of old style typefaces include Garamond, Goudy Old Style, and Palatino.

Modern

Common examples include Bodoni, Didot, and Computer Modern.

Transitional

They are among the most common, including such widespread typefaces as Times New Roman and Baskerville.

Slab Serif

Examples of slab serif typefaces include Clarendon, Rockwell and Courier.

 Sans Serif fonts can be classified in one of four groups:

Grotesque

A few examples are Akzidenz Grotesk, and Franklin Gothic.

 Transitional

Examples include modern designs such as MS Sans Serif, Helvetica, Univers and Arial.

Humanist

A few examples include Calibri, Lucida Grande, Segoe UI, Myriad, Frutiger, Tahoma and Verdana.

Geometric

A few examples are Futura, ITC Avant Garde, and Century Gothic.

So what does this mean to you? Well, it always seems to come back to the primary purpose of the document. If you are creating something whose primary purpose is to be printed on paper, then the typical sans serif for titles and headers, serif for the body of the text is probably best. However, if you’re creating something that will primarily be viewed on the computer, you are probably better off sticking with a sans-serif font for everything.

Graphic Design Vocabulary – Knowing Your software 2

graphic design software

 

 

A couple of weeks ago we started talking about terms, vocabulary or jargon on the various graphic design software. Today we are going to learn a little bit about another Adobe software, Adobe Illustrator.

AI

Adobe Illustrator is a great program for drawing vector-based graphics. You can create illustrations, diagrams, and other forms of artwork.

  • first developed for Apple Macintosh in December 1986
  • Primary used for vector drawing

Lets now learn some vocabulary words for Adobe Illustrator.

Anchor point – a point on a path that indicates a change of direction.

Art board – printable portion of the work area, where illustrations can be finalized.

Bezier Curve – A mathematically generated curve that has two endpoints and control points to specify curve direction.

Bounding box – a temporary frame around a selected object that shows the object’s outer dimensions.

Brush— A selected brush determines the appearance of a path’s stroke. Brushes are stored in the Brushes palette, and sets of brushes can be loaded and saved.

Closed path – Vector paths that are continuous and have no ends; the beginning and end points are the same.

Constrain – to force and object to take a certain form.

Corner pointe – an anchor point where a path changes direction in an angle rather than smoothly.

Dock – A location in the application window where a panel or panels are secured so they do not float.

Fill – characteristics of the inner area of an object, such as the color, pattern, style inside and object.

Marquee – Rectangle drawn around an object with a tool to select an area.

Open path – Vector paths that have two ends; the beginning and end points are not the same.

Panel – A group of related commands and options.

Path – The line that forms the shape of an object.

Point of origin – The point on which an object rotates or transforms. The point of origin may be within the object or outside it.

Shear – To slant or skew an object from its original orientation.

Smooth Point – an anchor point that connects path segments in a smooth curve.

Stroke – Characteristics of the outline of an object, such as its weight, color, style.

Are any of these words new for you? Next week we will see and learn a little bit more about Adobe Illustrator.