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INTRODUCTION TO DESIGN Design has purpose Serves the clients interests Conveys information Communicates ideas and concepts to a specific audience such as: age, gender, special interest groups, ect.
Design is a visual language Text alone is boring. Graphics, images, illustrations, typography and other visually simulating elements helps bring text alive and effectively communicate your message.
Design is a process THEORY OF COLOR Primary, Secondary and Tertiary Colors Primary colors are three colors that cannot be made by mixing other colors together. These three fundimental colors are; red, blue, and yellow. They are the source of all colors. Secondary colors are made by mixing two primary colors together: red and yellow to get orange, yellow and blue to get green, or red and blue to get purple. The secondary color you get depends on the proportions in which you mix the two primaries. Tertiary colors are made by mixing three primary colors together. By varying the proportions of the colors you're mixing, you create the different tertiary colors. For example, browns and grays contain all three primary colors or a primary and secondary color. Black is a complete absence of light. It is the color of objects that absorb all light and has no predominant hue. Black=K (CMYK) White is the color of maximum lightness; the color of objects that reflect all light. White always depends on contrast and has no hue. Pure.
Additive Color (RGB) & Subtractive Color (CMYK) The additive model (RGB) below is used by screen displays mixing color with light. RGB=Red-Green-Blue The subtractive model (CMYK) below is used by print media mixing color with ink. CMYK= Cyan-Magenta-Yellow-Black
Color Harmonies - Harmony can be defined as a pleasing arrangement of things, whether it be music, poetry, color ect. It is also something that is pleasing to the eye. It provokes the viewer and it creates a calming sense of order. When something is not harmonious, it is either boring or chaotic. Achromatic Colors (grayscale): Tcollehe ction of colors that is void of any hue or chroma. This includes pure white, pure black, and all shades of pure gray in between.
Monochromatic Colors: are all the hues (tints, tones and shades) of a single color. This scheme looks clean and elegant. Monochromatic colors go well together, producing a soothing effect. The monochromatic scheme is very easy on the eyes, especially with blue or green hues. You can use it to establish an overall mood.
- Analogous Colors: uses colors that are adjacent to each other on the color wheel. One color is used as a dominant color while others are used to enrich the scheme. The analogous scheme is similar to the monochromatic one, but offers more subtle or slight degree of difference.
Orange, yellow-orange, and yellow are an example of analogous colors. Another example is blue and green. They look great together because they are analogous. With just these two colors, you can create even more analogous colors—blue-green, green-blue, and others in-between. All of these will have a color in common: blue.
Color Contrast - is produced when two colors or subject and surrounding are paired up with different levels of contrast; the more an object contrasts with its surrounds, the more visible it becomes. If there is not enough contrast between the subject and surrounding, the viewer will squint to view the text, causing eye fatigue. Below are excellent examples of color contrast: Yellow text on white.Blue text on a black. Red text on a blue.
All three of these are difficult to read due to the low level of contrast between the subject and surrounding. The third is an example of a color combination that causes uncomfortable eye fatigue.
COMPOSITION AND LAYOUT Leading the Viewers Eye A layout should be broken down by what the viewer is going to read first, second, third... ect.
Design Elements A line is any mark connecting two points curved or straight. Shape is anything that has height and width. There are three basic elementery shapes: rectangle, circle and triangle. Shapes can also be in the form of characters (type), symbols and objects (star, sun, moon ect).
 
Lines Shapes
Texture is the look and feel of a surface or element. Space is the distance or area between or around element. Size is how large or small an element is.
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