Colors & Typography in Design: PowerPoint Presentation PDF

Colors & Typography in Design QMT324E Multimedia Authoring Dr. Norsafinar Rahim 2024/2025 The Power of Color Visual Impact Organization Color catches viewers' Color coding systems help eyes and guides them organize design elements. through designs...

Colors & Typography in Design QMT324E Multimedia Authoring Dr. Norsafinar Rahim 2024/2025 The Power of Color Visual Impact Organization Color catches viewers' Color coding systems help eyes and guides them organize design elements. through designs. Emotion Colors evoke specific emotions and cultural associations. Physiology of Sight Light Reception Rods and cones in retina detect light wavelengths. Nerve Stimulation Optic nerves transmit signals to brain. Color Perception Brain interprets signals as colors. The Color Spectrum 1 White Light Mixture of all visible colors. 2 Prism Effect Light split into spectrum colors. 3 Color Wheel Newton organized colors circularly. The Color Wheel Primary Colors 1 Red, Yellow, Blue Secondary Colors 2 Orange, Green, Violet Tertiary Colors 3 Mixtures of primary and secondary Aspects of Color Hue Saturation The pure color itself. Intensity or purity of color. Value Shade, Tint, Tone Lightness or darkness of Variations with black, white, color. or gray added. Color Relationships Complementary Opposite colors on wheel Triadic Evenly spaced triad Tetradic Two complementary pairs Analogous Colors Definition Harmony Usage Colors adjacent on the color wheel Share undertones, creating Create cohesive, harmonious pleasing combinations designs Monochromatic Colors Base Hue 1 Single color chosen Tints 2 Lighter variations Shades 3 Darker variations Tones 4 Muted variations Warm vs Cool Colors Warm Colors Cool Colors Reds, yellows, oranges. Energetic, advancing. Blues, greens, purples. Calming, receding. Color Models: CMYK Subtractive Color Components Used for print materials Cyan, Magenta, Yellow, Key (Black) Application Magazines, posters, books Color Models: RGB Additive Color Components Used for digital displays Red, Green, Blue Application Screens, monitors, electronic devices Choosing Colors: Cultural Considerations Cultural Meanings Context Matters Audience Awareness Colors have different Same color can have multiple Understanding cultural color associations across cultures. meanings within a culture. meanings improves communication. Color Meanings Across Cultures Color Western Eastern White Purity, peace Mourning (some Asian cultures) Red Passion, danger Good luck, prosperity (China) Purple Royalty Mourning (Brazil, Thailand) Historical Color Trends 1 1950s Pastel colors, mint green, pink 2 1960s-70s Psychedelic colors, earth tones 3 1980s Neon colors, bold contrasts 4 1990s-2000s Minimalist palettes, grunge aesthetics Nature-Inspired Color Palettes Color Psychology in Marketing Emotional Impact Colors evoke specific feelings and associations. Brand Recognition Consistent color use builds brand identity. Consumer Behavior Colors influence purchasing decisions. Introduction to Typography Definition Importance Art and technique of Sets tone, impacts arranging type. readability, affects visual hierarchy. Integration Works with layout, color scheme, and grid. Typography Terminology Font Typeface/Font Family Glyph Complete set of characters in a Collection of related fonts (e.g., Individual character within a font. specific style and size. Times family). Elements of a Font Cap Line Invisible line marking uppercase letter height. X-height Height of lowercase letters. Baseline Invisible line where letters sit. Descender Part of letter extending below baseline. Categories of Typefaces Serif Sans Serif Fonts with small decorative lines at character ends. Fonts without decorative lines, clean appearance. Script Decorative Mimics handwriting or calligraphy. Highly stylized, for special purposes. Serif Typefaces Old Style Transitional Modern Classic, traditional serifs. Best for Blend of old style and modern. High contrast between thick and print body copy. Versatile use. thin strokes. Good for headlines. Sans Serif Typefaces Contemporary Style Print Usage Clean, modern look Best for headlines and without decorative lines. short text blocks. Screen Readability Excellent for digital displays, especially Helvetica and Arial. Script and Decorative Typefaces Script Decorative Formal, mimics handwriting. Use sparingly for headings Highly stylized. Limited use for special effects or or logos. branding. Choosing Fonts: Body Copy Prioritize Readability Consider Medium Choose fonts that are easy Old Style for print, Sans to read in paragraphs. Serif for screens. Consistency Use fonts from the same typeface for unified look. Choosing Fonts: Headlines Create Contrast Choose a font that stands out from body copy. Consider Weight Use bold or heavier fonts for emphasis. Match Style Ensure headline font complements overall design. Font Choice for Web Projects Readability Scalability Loading Speed Choose fonts optimized for Ensure fonts work at various Consider web font file sizes for screen display. sizes across devices. performance. Typography Don'ts Overuse Decorative Fonts Limit use to maintain readability. Mix Similar Styles Avoid pairing fonts without clear contrast. Ignore Hierarchy Maintain clear visual order in typography. Typography Success Stories Gotham San Francisco Successful use in Obama's 2008 campaign, conveying Apple's custom font, designed for legibility across all trust and modernity. devices. Conclusion: The Power of Color and Typography Emotional Impact Brand Identity Colors and fonts evoke Consistent use builds specific feelings and strong visual brand associations. recognition. Effective Communication Thoughtful choices enhance message delivery and user experience.