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The Power of Color

• Color visually impacts design by catching the viewer's eye and guiding them through the design.
• Color can evoke specific emotions and cultural associations.
• Color coding systems can help efficiently organize various design elements.

Physiology of Sight

• Light Reception is the first step; rods and cones in the retina detect light wavelengths.
• Nerve Stimulation then occurs; optic nerves bring signals to the brain.
• Color Perception is the final step, and the brain interprets these signals as colors.

The Color Spectrum

• White light is a mixture of all visible colors.
• Light splits into spectrum colors due to the prism effect.
• A color wheel is a circular organization of colors that Newton devised.

The Color Wheel

• Primary colors on the color wheel are red, yellow, and blue.
• Secondary colors on the color wheel are orange, green, and violet.
• Tertiary colors are mixtures of primary and secondary colors.

Aspects of Color

• Hue is the pure color itself.
• Value is the lightness or darkness of a color.
• Saturation is the intensity and purity of a color.
• Shade, Tint, and Tone are variations with added black, white, or gray.

Color Relationships

• Complementary colors are opposite each other on the color wheel.
• Triadic colors are evenly spaced apart on the color wheel.
• Tetradic colors are two complementary pairs.

Analogous Colors

• Analogous colors are adjacent on the color wheel.
• Analogous colors share undertones which creates pleasing designs.
• Analogous colors are used to create cohesive, harmonious designs.

Monochromatic Colors

• A base hue is a single color that is chosen as a base.
• Tints are lighter variations of a base hue.
• Shades are darker variations of a base hue.
• Tones are muted variations of a base hue.

Warm vs Cool Colors

• Warm colors include reds, yellows, and oranges and are energetic and advancing.
• Cool colors include blues, greens, and purples and are known to be calming and receding.

Color Models: CMYK

• CMYK is a subtractive color model used for print materials.
• CMYK components are Cyan, Magenta, Yellow, and Key (Black).
• CMYK is used for magazines, posters and books.

Color Models: RGB

• RGB is an additive color model used for digital displays.
• RGB components include Red, Green, and Blue.
• RGB is used for screens, monitors, and electronic devices.

Choosing Colors: Cultural Considerations

• Colors have different cultural meanings; cultural meanings should be considered when choosing colors.
• A single color may carry multiple meanings within a single culture, which should be considered when choosing colors.
• Understanding cultural color meanings improves communication.

Color Meanings Across Cultures

• In Western cultures, White means purity and peace.
  • In some Asian cultures, White symbolizes mourning.
• In Western cultures, Red symbolizes passion and/or danger.
  • In China, Red symbolizes good luck and prosperity.
• In Western cultures, Purple symbolizes royalty.
  • In Brazil and Thailand, Purple symbolizes mourning.

Historical Color Trends

• Colors from the 1950s include pastel colors like mint green and pink.
• Colors from the 1960s-70s include psychedelic colors and earth tones.
• Colors from the 1980s include neon color and bold contrasts.
• Colors from the 1990s-2000s include minimalist palettes and grunge aesthetics.

Color Psychology in Marketing

• Colors evoke specific feelings and associations, and they have an emotional impact.
• Consistent color use builds brand identity and promotes brand recognition.
• Colors can influence purchasing decisions and consumer behavior.

Introduction to Typography

• Typography's definition is the art and technique of arranging type.
• Typography is important because it sets the tone of the text, impacts its readability, and affects visual hierarchy.
• Typography works in collaboration with the layout, color scheme, and grid.

Typography Terminology

• A Font is a complete set of characters in a specific style and size.
• A Typeface/Font Family is a collection of related fonts; Times is an example of a font family.
• A Glyph is an individual character within a font.

Elements of a Font

• Cap Line marks uppercase letter height.
• X-height marks lowercase letter height.
• Baseline is the invisible line letters sit on.
• Descender exists in the part of a letter extending below baseline.

Categories of Typefaces

• Serif fonts have small decorative lines at character ends.
• Sans Serif fonts lack decorative lines giving a clean appearance.
• Script typefaces mimic handwriting or calligraphy.
• Decorative typefaces are highly stylized, for special use cases.

Serif Typefaces

• Old Style serif typefaces are classic and best for print body copy.
• Transitional serif typefaces blend old style and modern styles, making them versatile.
• Modern serif typefaces have high contrast between thick and thin strokes and are suitable for headlines.

Sans Serif Typefaces

• Sans-serif typefaces have a clean, modern look without decorative lines.
• Sans-serif typefaces are best for headlines and short text blocks.
• Sans-serif fonts are excellent for digital displays; Helvetica and Arial are examples.

Script and Decorative Typefaces

• Script typefaces are formal and mimic handwriting and should sparingly be used for headings of logos.
• Decorative typefaces are highly stylized and limited to spacial effects.

Choosing Fonts: Body Copy

• When choosing fonts for Body Copy, prioritize fonts that are easy to read in paragraphs.
• When choosing fonts for Body Copy; consider using an old style print or a sans serif for screens
• When choosing fonts for Body Copy; fonts from the same type face should be used for a more unified look

Choosing Fonts: Headlines

• When choosing fonts for Headlines; contrasting font style that stands out from the body copy should be chosen.
• When choosing fonts for Headlines; bold or heavier fonts are best to use to give an emphasis .
• When choosing fonts for Headlines; the headline should also complement the overall design.

Font Choice for Web Projects

• When choosing a font, they should be optimized for screen display and readability.
• Fonts should work at various sizes across devices and be scalable.
• Web font file sizes should be considered for optimal performance and loading speed.

Typography Don'ts

• Decorative fonts should be used in moderation to avoid overusing decorative fonts and maintaining readability.
• Similar fonts should be avoided together.
• You must avoid pairing fonts without clear contrast.
• Do not ignore Hierarchy and clarity must be maintained in visual order in typography.

Typography Success Stories

• Gotham was used successfully in Obama's 2008 campaign, conveying trust and modernity.
• San Francisco is Apple's custom font, designed for legibility across all devices.

Conclusion: The Power of Color and Typography

• Colors and fonts evoke specific feelings and associations through emotional impact.
• Consistent use builds strong visual brand recognition and brand identity.
• Thoughtful choices enhance message delivery and user experience through effective communication.