si520f09 color presentation with notes

8/14/2019 Si520f09 Color Presentation With Notes

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Color Matters

Exploring the Effect of Color

Over the next 15 minutes we're going to explore color, what it is, how we

see it, what it makes us feel, and how our relationship with color changesover time.

But before color can matter culturally or psychologically we shouldunderstand that we all see colors in much the same way.


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Technical definition: "Color is the visual effect that is caused by the spectral

composition of the light emitted, transmitted, or reflected by objects."

Color comes to us in light. Properties of light and reflection separatewavelengths of light by absorbing or reflecting those waves into our eyes.(solicit audience for agreement that certain things in the room are a certaincolor to illustrate that we see color similarly)http://apollo.lsc.vsc.edu/classes/met130/notes/chapter19/graphics/prism.pg


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The visible spectrum.

There is a reason we can only see a small part of the light spectrum.

Our eyes are only be able to register certain wavelengths of light becauseof the composition of the cells that interpret light into signals that our braincan interpret.http://www.sciencebuddies.org/mentoring/project_ideas/HumBeh_img019.gif


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Waves of light bombard our eyes at 671 million miles an hour.

So when they're working, our eyes are awash in different wavelengths oflight.

These wavelengths determine the color we see.Blue is a shorter, faster, (energetic? lively) wave than are the "warmer"

slower, deeper, shades like orange and red.But how do we SEE color?

http://www.windows.ucar.edu/physical_science/magnetism/images/visible_spectrum_waves_big.jpg


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With our eyes.

Color enters the mind through the eye.For bionic eyes like this one, there a little more involved, but that's anotherpresentation.

http://cache.gizmodo.com/assets/resources/2008/01/BionicEye.jpg


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Certain types of receptor cells in our eyes see different wavelengths of

light.

Scientists call them rods and cones.

Numbers and distribution matter when it comes to seeing color.

Animals that see well at night for example, would have more rods thancones.

http://starizona.com/acb/basics/images/rods_cones.jpg


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The cones that see color only interpret a particular wavelength.

Having many of these types of cones allows us to see infinite shades andhues of color.

Color blindness is a deficiency in certain amounts of a particular colorsensing cone."Most color vision problems are inherited and are present at birth.Approximately 1 out of 12 males and 1 out of 20 women are color blind."

http://starizona.com/acb/basics/images/rods_cones.jpghttp://www.colormatters.com/v_colorblind.html


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Color Theory

Patterns in how we see color


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Here is the color wheel...

Colors arranged by wavelength.

There is terminology to describe relationships of colors in the color wheel.

Primary colors are those in the middle triangle. Every color has thesecolors.

Secondary colors enclose the middle triangle.

Tertiary colors exists between primary and secondary.

http://www.colormedivine2.com/Itten-Color-Wheel_RGB%20copy.jpg


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There is this notion of color harmony.

Analogous colors are adjacent to each other.

Complementary colors are those colors directly opposite each other on thecolor wheel."Opposing colors create maximum contrast and maximum stability."http://www.colormatters.com/images/ctheory_leaf.gif

http://www.colormatters.com/images/ctheory_orchid.gifhttp://www.colormatters.com/colortheory.html


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Color contrast.

"Red appears more brilliant against a black background and somewhatduller against the white background.

In contrast with orange, the red appears lifeless;

in contrast with blue-green, it exhibits brilliance.

Notice that the red square appears larger on black than on otherbackground colors."

http://www.colormatters.com/images/ct-4redsq.gif

http://www.colormatters.com/colortheory.html


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"In this illusion, created by Edward Adelson at MIT, squares A and B are

the same shade of gray.

(If you don't believe it, print it out and then cut out the two squares andplace them side by side.)

This illusion occurs because our brain does not directly perceive the truecolors and brightness of objects in the world, but instead compares thecolor and brightness of a given item with others in its vicinity."This is why I've painted my kitchen and bathrooms multiple times. One we

painted 3 times.http://www.scientificamerican.com/media/gallery/2B21EB44-BA10-8BF8-02EDC7FC3DF3CDEF_1.jpghttp://www.scientificamerican.com/slideshow.cfm?id=the-neuroscience-of-illusion


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(Describe the process learned through trial and error of painting kitchens

and bathrooms in your home. Tell the story about how I've painted mykitchen and two bathrooms twice...just to get the right color. The lightvariation throughout the day changed how it looked so much that we (mywife) just couldn't live with. And painting is pretty easy...so...)But how is it that we SEE color...how do the eyes get signals of color to ourbrain?

http://access.decorati.com/wp-content/uploads/2009/06/kinln_bathrm2.jpg


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Color Connotations

What colors mean to us


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White: While technically it is not a color, it is considered one, and has

many connotations. What do you think of when you think of white?


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You may think of physical things like snow (may this be the last we see of it

for a while)

or perhaps purity"pure as the driven snow"

http://www.flickr.com/photos/grantmac/2262129633/


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Or perhaps it has religious connotations, or nostalgic, innocence and

purity

Credit: D Sharon Pruitt http://www.flickr.com/photos/pinksherbet/243476206/in/photostream/


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Or perhaps you think of weddings


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Did you think of Funerals? In some Asian Cultures, it is common for the

mourning family to wear white at funerals.

Image Credit:http://www.terragalleria.com/black-white/pictures-subjects/monks-and-priests/picture.monks-and-priests.viet8092.html


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Green! What do you think of when you see green? What comes to mind?


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perhaps fruit, or freshness

Image Credit: Selma90http://www.flickr.com/photos/selma90/3675162262/


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verdant, spring

Image Credit: Guy Wulf (Away)http://www.flickr.com/photos/60212761@N00/2450942579/


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Or perhaps luck

Image Credit: Kaibarahttp://www.flickr.com/photos/kaibara/2545331599/


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Or money, greed

Image Credit: calliopehttp://www.flickr.com/photos/calliope/2207307656/


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Red! What comes to mind?


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Stop! Danger! Alert!

Image Credit: Thomas Hawkhttp://www.flickr.com/photos/thomashawk/2415512553/


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Red Lipstick

Passion

Image Credit: Nicola Hortonhttp://www.flickr.com/photos/fallenangeldust/401300214/


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http://english.eastday.com/e/cosh/images/01481132.jpg

Chinese wedding gown here. The red of chinese wedding gown isconsidered lucky and wards off evil spirits


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red envelopes are often given from parents to kids who haven't started

earning money in Chinese New Year, which indicates good luck and thepower of warding off evil spirits.

http://jaifengshui.com/images/red%20envelope.jpg


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Coloraffects our behavior


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Studies have shown that red cars get more tickets, and grey cars get into

more accidents.

This is behavior affect at the perceptual level, our ability to distinguish redis elevated, whereas grey is much less quickly perceived. This is likelywired in: we have co-evolved with fruit to recognize it and associate it withinterest.


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From Soldat via Schwarz 2002: They gave three groups of students GREexams in sedate blue, upbeat red and standard white. They found that thestudents who received the blue GRE's scored better. Their claim was thatthe blue triggered a slightly negative emotional affect, which the braininterprets as a problem situation and focuses attention.

Photo:http://www.flickr.com/photos/cocoen/411960476/


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Advertisers know this, and you can see this in their design choices. You

will rarely see foods advertised in blue, as we have no built in appetiteresponse to this color. Red and orange on the other hand are stronglyassociated with food, and passion, and it is therefore used often.

(color matters)

Image Credit:Ad Classixhttp://www.adclassix.com/ads/62babyruth.htm


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The iMac flower.

The iMac was available in Strawberry, blueberry, grape, tangerine and lime!

A brilliant advertising campaign, as the added color helped make thecomputers seem friendlier, more accessible.

The iMac was available in Strawberry, blueberry, grape, tangerine and lime!

(color matters)

Image Credit:shufflegazine:http://www.shufflegazine.com/wp-content/uploads/2009/01/imac_flowershot.jpg


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Color and Fashion

(a quick word)


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If you had one guess, what would say was the gender of the child in the

picture?

Why?


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"The generally accepted rule is pink for the boy and

bluefor the girl. The reason is that pink being a moredecided and stronger colour is more suitable for theboy, while blue, which is more delicate and dainty, isprettier for the girl."

Ladies Home Journal, 1918

Now to talk more about how our use of colors has changed over time...

From: http://www.guardian.co.uk/science/2007/aug/25/genderissues


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Color History

Use of color over time


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All pictures in Color history were from the book "The Designer's Guide to

Color Combinations" written byBy Leslie Cabarga.This book offers rich design examples in different decades

Cmyk color formulas are also provided.

(Cmyk is the color-processing system used by printers)Use of Color Over Time


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Victorian Era 1880-19041. the Brown Decades2. deep & dark modulation of rich, warm tones

1. Also called "the Brown Decades"

2. (3 primaries: red, yellow and blue were typically mixed as yellow ochre,brick red and slate blue.)3. It was felt that a color range should be closely stepped from light to

dark, avoiding any sudden jumps in value. The result was a deep, darkmodulation of rich, warm tones.


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Art Deco 1925-1939

1. clean, flowing lines, streamlined sans serif typography2. gray & metallic hues, blue of the blues & jazz, cold pastel

tones

1. Clean, flowing lines were inspired by the emerging science of

aerodynamics, the new streamlined sans serif typography fromEurope and even archeological discoveries in Egypt and SouthAmerica.

2. The most specifically Art Deco colors were often drawn from the grayand metallic hues of streamlines chassis, the blues of the bluesand jazz and othercold pastel tones.


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Atomic Age 1945-19591. wartime color:red, white, blue, dreary browns & grayed-

down hues.

2. chartreuse & flame red

1. Following by 4 years of war, during which color schemes in America

ran almost exclusively to red, white, blue, dreary browns and grayed-down hues.2. The new 1950s color like chartreuse and flame red were often chosen

for the popular molecule motif used on everything from textiles, ceramictiles, countless logos and trademarks, architectural design.

3. Other colors like bright pink/salmon-pink, blue-green/sea-foamgreen......


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Far Out Sixties 1960-1969

1. 1st half : pink, tan, baby blue orgray2nd half :red&blue, eerie orange & pink

2. heavy borders & blacker colorof sans serif types

1. Two distinctively individual trends:

- The first half of the 1960s: color stronger than pink, tan, baby blue orgray as likely to be part of a communist plot - a pale and dismal period forcolor.- The second half: use formerly taboo colorcombinations - red & blue,the eerie and nauseating orange & pink, which was influenced by fine-arts genres of Pop and Op Art.

1. Emphasize heavy borders and a blacker "color" of sans serif typeswhile placing white space upon a pedestal.


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Current Color 1993-2000

1. Richly saturated, slightly muddied colors2. comic book colors, retro color schemes, fluorescent &

metallic colors

3. If it feels good, do it!

1. Richly saturated, slightly muddied colors.

2. Pure primary comic book colors, various retro color schemes,fluorescent & metallic colors3. The rule for current color: if it feels good, do it.


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Rave Color 1990-2000

1. innovative, far-out, lousy, interesting2. No qualms about scanning copyrighted images

1. Most innovative, far-our, sometimes lousy but always interesting.

2. No qualms about scanning copyrighted images from cartoon charactersor magazines.


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We are Jeremy Canfield, Kerry Kao, and Spike Hains.


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...Jeremy talks if there is time...


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...Kerry talks if there is time...


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...Spike talks if there is time...


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Be aware that color affects you.

And your designs.

Because itdoes.


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References forimages used in this presentation

are available in the speakernotes section.


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Thanks for listening.

We'll do the same for you.Questions?

si520f09 color presentation with notes

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