Elements of Art & Design- part 2

Elements of Art and Design

1. Line

2. Mass

3. Color

4. Texture

5. Light

6. Space

ATTRIBUTES OF COLOR

ValueRelative lightness ordarkness of a color.

Hue Hue is the pure color.

The generic name of the color.

ATTRIBUTES OF COLOR

Saturation (s) : it is how bright and dull the color is.

Spot Color: Any flat color, Printed as a solid, Not made up of CMYK, Pantone color

Pantone: when graphic designer select colors, they use a universal matching system. It’s called Pantone Matching System (PMS)•15 pigments (including black and white)•Primarily used for print color matching•Different from CMYK system

Advancing/receding•Warm colors appear to advance. Warm color comes toward to viewer•Cold colors appear to recede when they are next to warm color

• The colors of the circles are the same, backgrounds are different• The intensities of the yellow color are different.• The surrounding color can affect the object’s color.

Process ChartsPrinter’s process color guide

CMYK50% Yellow20% Cyan30% Magenta0% black

This Art piece plays with different colors. They are little bit transparent and overlap each other. So that, they create new color.

You can do the same thing on your leaf execrise

Duotone: 2 colored inks. Cos 4 colors printing is expensive

Remember, color is a powerful branding tool

What would the Google logo be without it?

What is thethe color of your brand?

Use Blue if…

Your brand attributes communicate: trust, loyalty, reliability,

relaxation, peace

What famouscandy brand used the color BLUE to

revitalize an aging product?

Use Red…to communicate: heat, passion, fire, anger, danger

This globallyrecognized brand’s RED color can be seen

on vending machines, billboards and ads everywhere…

Use Green…to communicate: growth, life, nature

What brandboasts weekly sales of millions of bright GREEN bottles filled with fresh-smelling

hair care products?

Use Yellow if…

Your brand attributes communicate: energy, happiness, joy,

light, hope, caution

New York Cityis often associated with YELLOW thanks

to over 12,000 of these…

The Psychology of Colorvideo

Do you havea favorite color?

Responses to colorare both culturally

conditioned and personal.

“I have tried to express with red and green the terrible passions of human nature.” – Vincent Van Gogh

The Night at a Cafe, Van Gogh, Arles, 1888

Interesting facts about RED:

Approximately 77% of flags in the world include red.

Red is the international color for stop.

The history of languages reveals that red is thefirst color after black and white. (All languageshave words for black and white. If a third hue exists, it is red.)

The Meaning of RED:In India and Nepal, brides wear red saris. In Japan, a red kimono symbolizes happiness and good luck.

What does REDmean in your culture?

Global Color Survey

Hue Test

Texture refers to surface quality – a sense of touch.a perception of smooth or rough, flat or bumpy, fine or

coarse.

TEXTURE

Prayer Mat, Mona Hatoum, 1995

Sometimes, you cannot touch the art piece but the memory can give you sensation of touch.

e.g. smooth translucence of marble, the rough grain of wood, the polish bronze

TEXTURE

Betye Saar. The time inbetween. 1974

Beads, feathers, bone & velvet give different

tactile sensations.

That’s why the artist put the photocopy of her hand on the right. It represent the touch of the artwork.

TEXTURE

2 categories of artistic texture: Tactile & VisualTactile texture: you can actually feel it. Just like architecture and sculpture In painting, artist uses a thick pigment call Impasto to create an uneven, rough, 3D paint surface

Van Gogh drew lots of short brushstrokes by using thick undiluted paint

The form is very obvious.The background space is sky and cypress tress but he used abstract pattern to represent them.

Do you still remember the form & space from the last class?

VISUAL TEXTURE

Visual texture refers tothe illusion of the surface’s texture. It is what tactile texture looks like (on a 2D surface). Ex: textures yousee in a photograph arevisual textures.

Visual TEXTURE

• At first, the photographer wants you to see the red things. • Then, he wants you to pay attention on the rest of details• e.g. Stone, Shingle & wood• The texture of architecture.

Visual TEXTURE

• Screen print – flat and smooth. Not thick paint.• Lines make you feel rough. Visual texture

Combination of Tactile and visual TEXTURE

• Use contrast of color value (dark & light)• You look closely at museum. Then, you can find that some are tactile texture

and some are visual texture.• Materials include cans, bottles and paint.• The tactile and visual texture give surprising result. It creates an unified

composition. Combine sculpture (3D) and painting(2D)

3-D Space: Sculpture, Architecture, Installation Arte.g. architecture: space among buildings. Our movement within those space. Just like a bird. Fly among buildings.

SPACE

What about Drawings (2D)? How to represent space?•To convert a feeling of space. We must translate them from our 3D experience to a 2D plane.•In other words, how to render 3D world on a flat paper.

Which one is more spacious?

SPACE

How to create space illusion? Overlap and diminishing size

The far object, smaller. The near object, bigger.

SPACE

In these 2 pictures,What’s in common?

SPACE

• They both have center lines to draw attention

• Then, people use this center line as standard and compare the surroundings.

• e.g. people would compare the plaza behind. Smaller (far)o Create space between plaza

& street lampo Very convincing illusion

Ex. Hint:You can use large leaves and smaller leaves. Overlap and resize them to form space.

SPACE & DEPTH

Method of Perspective Drawing•From a single, fixed vantage point ---> to create illusion of space and depth•Foreshortening