COLOR THEORY

This course aims to provide the practical knowledge about Color relationships, composition, and Color mixture. Students will study the effects of Color on the development of design as well as the psychology of Color and its power to deliver effective marketing messages.

Color Psychology to empower and inspire you: Personality Colors, Wedding Colors. Color code, Chroma key.Warm vs. cool colors, Color Harmonies - basic techniques for creating color schemes: Complementary, Analogous, Triadic, Split-Complementary, Rectangle (tetradic), Square. RGB colors and CMYK colors: hue, value, intensity. Additive Color, Subtractive Color.

Introduction to design, Aesthetics: line direction and meanings, quality of lines, implied lines and line of force, shape- organic shape and geometric shapes, nonrepresentational shape and representational shape. Forms- relationship with 2D shape and 3D forms, space-negative space and positive space-figure/ground relation. Texture – visual texture and tactile texture, texture and light value, pattern.

Basic principles of design: Axis- alignment, reinforcement, movement, and continuous. Symmetry- Balance and Asymmetry.Hierarchy- size, shape, and placement.Rhythm- patterns and breaks. Gestalt principles.

Typography- typeface, typeface family, font, anatomy of type, typographic measurement –point and pica, text type and display type, classification of type - old style, transitional period, modern, slab serif, sans serif, script, decorative etc. selection of a type face in design-clarity: readability and legibility, integration with visuals, concept and theme etc.