Design Elements Essay

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Design Elements: Color Fundamentals A Graphic Style Manual for Understanding How Color Affects Design Design Elements: Color Fundamentals Aaris Sherin Contents 7 Introduction: Color in Design 9 Chapter 1 Communicating with Color What Is Color? Theory in Practice Choosing a Color Palette Color Systems 49 Chapter 2 Form and Space Form and Space Elements of Design Color and Image Type in Color 77 Chapter 3 Meaning and Emotion Color and Psychology Mood and Symbolism Culture and Place Aspects of Color Color as Identifier 113 Chapter 4 Organizing with Color Catching a Viewer’s Attention Series and Structure Infographics Layouts Color in Motion and Media 143 Chapter 5 Rules for Working with Color Color Quick Start Ten Rules for Working with Color Real-Life Exceptions Strategies for Working with Clients 156 Contributors 159 Acknowledgments 160 About the Author “Color problems are an excellent vehicle for developing a discriminating eye for color choice, composition and a greater understanding of what constitutes visual sensitivity.” — Rob Roy Kelly Introduction: Color in Design Why Color Matters Color is one of the most powerful tools a designer has to communicate a client’s message. It can symbolize an idea, can invoke meaning, and has cultural relevancy. Successful color relationships can determine whether people buy a product or use a client’s services. Color can aid in wayfinding, it can give structure to projects with multiple components, and it can show emphasis and convey mood. Whether it is suggesting space or showing movement and rhythm, color always has a story to tell. As much as color can help to catch and hold a viewer’s attention, it can also present myriad challenges for the designer. The subjective nature of color may cause a designer to shy away from using bold combinations or from taking risks with tone and value. Preferences

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