Design and Visualization Fundamentals
Design and Visualization Fundamentals© 2010 Aptech LimitedAll rights reserved.No part of this book may be reproduced in any manner whatsoever, stored in a retrieval system or transmitted inany form or by any means without prior permission from Aptech Limited.All trademarks acknowledged.APTECH LIMITEDCorporate Office:Aptech House,A-65, MIDC, Marol,Andheri (East),Mumbai - 400 093, India.Edition 1 – October 2010
PrefacePrefaceThis book introduces the student to the Design and Visualization Fundamentals. It also focuses on the variousvisualization and imagery techniques.The ARENA Design team has designed this course keeping in mind that motivation coupled with relevant trainingand methodology can bring out the best. The team will be glad to receive your feedback, suggestions, andrecommendations for improvement of the book.Please feel free to send your feedback to the ARENA Design team at the Head Office, Mumbai. (Feedback form isattached at the end of the book.)ARENA Design TeamAcknowledgement:We gratefully acknowledge copyrights for the published work that we have used as reference material. “All copyrightsbelong to respective brand owners/companies/agencies.”Aptech Limited iii
The wisest mind has something yet to learn.
Table of Contents Table of Contents Design Basics............................................................................................................... 1Introduction to Design.................................................................................................... 2History of Design............................................................................................................ 2Content and Form.......................................................................................................... 2Rules for Making Good Design.......................................................................................... 3Graphic Design Process................................................................................................... 4Creating Effective Layouts............................................................................................... 5Recap........................................................................................................................... 8Time to Test!................................................................................................................. 9Principles and Elements of Design............................................................................. 11Principles of Design...................................................................................................... 12Elements of Design....................................................................................................... 19Design Problems to Avoid.............................................................................................. 24Recap......................................................................................................................... 25Time to Test! .............................................................................................................. 26Understanding Colors................................................................................................. 29Introduction................................................................................................................ 30Color Wheel................................................................................................................. 30Primary and Secondary Colors....................................................................................... 32Black and White........................................................................................................... 33Tertiary Colors............................................................................................................. 33Warm and Cool Colors.................................................................................................. 34Color Models................................................................................................................ 35Recap......................................................................................................................... 36Time to Test! .............................................................................................................. 37Graphical Aspects of Design and Computer Graphics.................................................. 39Aspects of Design......................................................................................................... 40Introduction to Computer Graphics................................................................................. 40Effects........................................................................................................................ 42Recap......................................................................................................................... 45Time to Test! .............................................................................................................. 46Visualization.............................................................................................................. 47Get Familiar with Visualization....................................................................................... 48Visualization and Imagery Techniques............................................................................. 48Aptech Limited
Design and Visualization FundamentalsDirect and Indirect Approach......................................................................................... 49 Thinking in Various Points of View.................................................................................. 50Recap......................................................................................................................... 51Time to Test! .............................................................................................................. 52 Storyboarding............................................................................................................ 55Introduction................................................................................................................ 56Importance of Storyboard............................................................................................. 56Storyboard for Designing............................................................................................... 57Recap......................................................................................................................... 59Time to Test! .............................................................................................................. 60Lab Session - 1........................................................................................................... 61Hands-on-Designing a logo............................................................................................ 62Lab Session - 2........................................................................................................... 63Hands-on-Designing a business card............................................................................... 64Glossary..................................................................................................................... 65Bibliography .............................................................................................................. 71 vi Aptech Limited
Iconography Iconography: Understand : Think : Apply: Important/Tip: For Your Information (FYI): Note: On the CD: Quick Check Questions : Keyboard Shortcuts Aptech Limited vii
You cannot open a book without learning something.
Design Basics 1 Design BasicsOverviewDesign is associated with planning, and executing the plan successfully.A designer plans and prepares a design based on a design process. Thereare various rules and guidelines for making a good and effective graphicdesign. At the end of this session, you will be able to: Explain the history of graphic design List the rules for making a good design Describe graphic design and the process of graphic design List the general guidelines to create effective graphic designAptech Limited
Design and Visualization Fundamentals 1.1 Introduction to Design Graphic design is a form of visual communication where information is transferred using art and technology. Graphic designers make use of images and typography in their design to convey the meaning effectively. Refer to Figure 1.1 to view a graphic design. It represents a fragile package icon and communicates the meaning handle with care. Figure 1.1: Graphic design 1.2 History of Design The history of design dates back to early ancients – the homo sapiens. They made use of cave paintings and rock carvings to convey information. This technique of communication was referred to as pictography. Pictography involved the use of pictures or illustrations known as pictographs (pictograms) and petroglyphs. Pictographs were painted on rocks and it narrated an entire story. Whereas, petroglyphs were carved on rocks and were used to demonstrate an event. Refer to Figure 1.2 and Figure 1.3 to view a pictograph and a petroglyph respectively.Pictograms wereused all over theworld by manyancient culturesduring 9000 BC.It came to bewidely in use byaround 6000-500 BC. Figure 1.2: Pictograph Figure 1.3: Petroglyph 1.3 Content and Form Content and form are the two important factors affecting any design. To understand a design, you need to understand the content and the form. Refer to Figure 1.4. With the analogy of a kangaroo, the artist has thrown light on the seating capacity of the vehicle - Tata Sumo. Aptech Limited
Design Basics Figure 1.4: Content and Form (Image courtesy: Advertising agency for Reckitt Benckiser)Here, the content implies what the artist wants to convey and form implies how it ispresented. 1.4 Rules for Making Good DesignRules exist, but with exceptions and can be changed at any time to make your design creative.Rules act as: Guides to help build a good design A starting point for creating a good designYou may categorize rules for making a good design based on the audience, images and layout,typography, and colors. Refer to Figure 1.5 to view the rules for making a good design. Audience Good design should have a message, a concept, and an idea. Every piece of design should speak the same visual language. Establish the hierarchy – the order in which you want viewers to look at the material. Present important information first and then lead the viewer through the rest of the content. The audience should be aware of what the different shapes, colors, and images stand for.Typography Typeface is an essential aspect of any design. It should be used purposefully. Avoid using more than two typefaces in any design. Type can also be used as a visual and can express the entire message. Designing the type to look cramped, to follow a curve, to break apart in some way, helps to communicate a message effectively. A type should be readable and understandable. Type that cannot be read has no purpose. Aptech Limited
Design and Visualization FundamentalsImages and Make use of negative space or white space to attract audience layout attention. Everything with the same size, color, weight, and distance makes the layout dull. Create contrast and give spaces between the things by making some tighter and some looser. Include interactivity in the design so as to make it interesting. Be asymmetrical. Symmetrical visual arrangements are generally static and offer little movement.Color Colors have a symbolic meaning attached to it. So, use colors wisely as it can have a psychological and emotional effect on the viewer. Use wide range of tonal value. There should be distinction between light and dark, and noticeable and clear colors. Figure 1.5: Rules for making a good design Knowledge Check Which of the following statements are false? 1. Design is planning and executing the plan. 2. Petroglyph narrates an entire story. 3. Type is a major ingredient in graphic design. 4. Rules act as a guide to help build a good design. 1.5 Graphic Design Process There are four major steps involved in the graphic design process. Refer to Figure 1.6 to view the graphic design process. Aptech Limited
Design BasicsBriefing The graphic design process starts with an informal or formal discussion between the client and the designer. The discussion includes project objectives, timing, and budget.Design At the design phase, the designer prepares a document based on the discussion with the client and presents a visual solution. The client reviews this and makes necessary changes.Artwork Here, the designer prepares the artwork files and provides the client with a proof. The client approves the proof by signing it or by marking necessary changes in the design. At the production phase, the designer forwards the artwork to a commercial printer on receiving the approval from the client.Production Figure 1.6: Graphic design process 1.6 Creating Effective Layouts1.6.1 Creating LayoutsLayout refers to the arrangement of content and form on a publication or a website.Refer to Figure 1.7 and Figure 1.8 to view a sample layout and the points to remember whiledesigning layouts respectively. Figure 1.7: Sample layout Aptech Limited
Design and Visualization Fundamentals Figure 1.8: Points to remember while designing layouts 1.6.2 Organizing Layouts On designing a layout, make sure to organize the information in a way so as to convey the exact meaning to the audience. Refer to Figure 1.9 and Figure 1.10 to view a sample layout and the points to remember while organizing layouts respectively. Figure 1.9: Sample layout Aptech Limited
Design Basics Figure 1.10: Points to remember while organizing layouts1.6.3 Capturing the Reader’s AttentionCapturing the reader’s attention requires a thorough knowledge of the target audience whilepreparing the layout. Refer to Figure 1.11 to view the points to remember, which will help youcapture reader’s attention.Figure 1.11: Capturing reader’s attention Aptech Limited
Design and Visualization Fundamentals 1.7 Recap In this session Design Basics, you learnt: Design is associated with planning, and executing the plan successfully. Like other streams, art seeks visual solutions to problems, which is often termed as the design process. Rules act as guides for creating and building good design, but it is not necessary to follow these rules as laws. For creating an effective layout, you must organize a layout in such a way that it attracts audiences. Aptech Limited
Design Basics 1.8 Time to Test!1. Layout refers to the arrangement of _________ and form on a website. a. Color b. Content c. Image d. Process2. ___________is one of the step of graphic design. a. Presenting b. Drawing c. Refinement d. Artwork3. While designing a layout, which of the following things are to be taken care of? Note: This question has more than one correct option. a. Decide the reason for creating your design b. Initial informal discussions between you, the client, and your designer covering project objectives, timing and budget. c. Choose an appropriate type of media and size. d. Finalize your images from the director.4. Position important information in the _____________ corner in a bounding box. a. Right b. Upper Left c. Upper Right d. Left5. The graphics design process comprises of_____________ stages. a. Two b. Three c. Four d. FiveAptech Limited
Design and Visualization Fundamentals Solutions Test 1. b 2. d 3. a, c 4. b 5. c Knowledge Check False 2 10 Aptech Limited
Principles and Elements of Design 2 Principles and Elements of DesignOverviewAll the basic tenets of a design can be grouped in two categories, namelyprinciples and elements. Principles are basic assumptions of the society fora graphic design. Elements are the building blocks of all designs. At the end of this session, you will be able to: Explain the principles of design Explain the elements of design Explain certain points you need to avoid while designingAptech Limited 11
Design and Visualization Fundamentals 2.1 Principles of Design The principles of design help in using the various design elements like points, lines, and colors to build a good layout. It is up to a designer to decide as to how to use these principles to convey a desired message and to make the design interesting. Refer to Figure 2.1 to view the various design principles. Figure 2.1: Principles of design2.1.1 BalanceBalance is the equal distribution of visual weight in an artwork. In a design, when the elementsare weighted equally, it becomes more appealing.There are two approaches to balance, namely symmetrical balance and asymmetrical balance.Refer to Figure 2.2, which shows the two approaches to balance. BalanceSymmetrical Asymmetrical Balance Balance Pure ApproximateSymmetry Symmetry Figure 2.2: Two approaches to balance12 Aptech Limited
Principles and Elements of DesignThere are different ways to create balance. They are as follows: Ways to Create Balance 1 Repeat particular shapes at regular interval, either horizontally or vertically. 2 Center the elements on a page. 3 Balance a single large image or a block of text by placing several small visuals in one area. 4 In a design with regular shapes, use one or two odd shapes. 5 Improve a text-heavy piece of design with a bright and colorful visual.2.1.2 EmphasisEmphasis is focusing on a particular area to make it the center of interest. Refer to Figure 2.3 toview how a design is made appealing by laying emphasis on a particular area. Figure 2.3: Laying emphasis 13There are different ways to create emphasis. They are as follows:Ways to Create Emphasis 1 Create a center of interest (focal point). 2 Create a contrast between the primary element and its subordinates. 3 Bring in a sudden change in the direction, size, shape, texture, color, tone, or line. 4 Isolating an element in an image helps in creating emphasis.2.1.3 MovementMovement can either be the actual motion or it can be implied by arranging parts of an imageto create a sense of motion using lines or shapes. Refer to Figure 2.4, which shows the differenttypes of movements that can be created. Aptech Limited
Design and Visualization Fundamentals Figure 2.4: Movement There are different ways to create movement. They are as follows: Ways to Create Movement 1 Use fuzzy lines - blurry or indistinct outlines as conveying motion. 2 A change in the direction, or in the darkness or lightness of an image can create a sense of motion. 3 Connecting similar shapes with each other or overlapping them can create movement or restlessness. 4 Using series of images as individual frames helps in producing a sense of movement. 5 Repeating geometric form creates optical illusion. This gives your eye a wrong feeling of motion. 2.1.4 Pattern Pattern is repeating an object or a symbol all over an artwork. Sometimes, patterns are even named. Stripes and zigzags are examples of simple decorative patterns. Refer to Figure 2.5 to view a sample pattern. Figure 2.5: Pattern 14 Aptech Limited
Principles and Elements of Design2.1.5 RepetitionRepeating some aspect of the pattern throughout the entire piece unifies the total effect as wellas the rhythm of the work.Repetition unifies your piece together. It helps in gaining and retaining the reader’s attention.Repetitive elements can be lines, circles, shapes, bold font, color, or a particular format. Refer toFigure 2.6 to view a music festival flyer and a book cover design, where different elements arerepeated.Remember! Avoid repeating an element so much that it becomes annoying to the reader. Figure 2.6: Repetition2.1.6 ProportionProportion in art is a principle that describes the harmony of the size, location, or the amountof one element to the other in a design. Refer to Figure 2.7 to view how proportion is used todescribe relationship between elements with respect to its size. Aptech Limited 15
Design and Visualization Fundamentals Figure 2.7: Proportion There are different ways to create a good proportion. They are as follows: Ways to Create Proportion 1 Place common elements together. 2 In a design, create major and minor areas, rather than having all equal parts. Equal parts can make the design monotonous and boring. Make sure the differences in size are great enough to keep them linked with each other. 3 Arrange space in a subtle manner. Avoid dividing the compo- sition into halves, quarters, and thirds. 4 Create harmony in the artwork. 2.1.7 Rhythm Rhythm in art refers to the visual beat. It can be created by using different elements of design like, lines produce rhythm by movement, or colors produce rhythm by making the eyes move through the artwork. Rhythm creates a sense of mov ement with a pattern and a texture. Refer to Figure 2.8 to view the famous Starry Night painting by Van Gogh. The picture instills a sense of movement with the unique painting of the cloud or wind, which seems to move from left to right. The same style of shape is also used for the stars, moon, and the overall color, which gives a rhythm to the whole design. 16 Aptech Limited
Principles and Elements of Design Figure 2.8: Rhythm (Image courtesy: Famous Starry Night painting by Van Gogh)There are three different kinds of rhythms based on the feeling they evoke. Refer to Figure 2.9 toview the different types of rhythm. Types of RhythmRegular Progressive FlowingRhythm Rhythm Rhythm Figure 2.9: Types of rhythm2.1.8 VarietyVariety is mixing up the form, texture, and color combinations to create an extra interest withoutgiving up the simplicity of the design. An artist adds variety in an artwork, to gain and retain theviewer’s attention, and also to guide the viewer thorough the design. Refer to Figure 2.10 to viewthe variety in an artwork. Aptech Limited 17
Design and Visualization Fundamentals Figure 2.10: Variety There are different ways to create variety. They are as follows: Ways to Create Variety 1 Repeat a similar shape by changing the size, to add variety and unity at the same time. 2 Retain the size of the element, but change the color, to add variety and unity at the same time. 2.1.9 Unity Unity is the brand of a good design. Unity is achieved when all the elements of an artwork speak the same language. There are different ways to create unity. They are as follows: Ways to Create Unity 1 Repeating colors, shapes, values, textures, or lines creates a visual relationship between the elements. 2 Tie all elements together by treating them equally. This creates an uninterrupted connection or union. 3 Arrange shapes in a continuous linking format. This helps in creating a visual unity. 4 Group related items together. This helps in presenting them as one cohesive group rather than a bunch of unrelated elements. 18 Aptech Limited
Principles and Elements of Design Knowledge Check Which of the following statements are true? 1. Symmetrical balance is distributing elements equally around a central, vertical or horizontal axis. 2. Changes in direction, or change in the darkness or lightness of an image can also create a sense of rhythm. 3. Darkening some aspects of design throughout the entire piece unifies the total effect as well as rhythm of the work. 4. Flowing rhythm gives a sense of movement, and is often more organic in nature. 2.2 Elements of DesignThe elements of design are the building blocks of all designs. They help in conveying the message,beyond the actual words or photos used. Refer to Figure 2.11 to view the different elements ofdesign.Figure 2.11: Design elements 19 Aptech Limited
Design and Visualization Fundamentals 2.2.1 Points A point is represented by a dot. It is unique among the elements as it conveys a sense of assurance through its fixed position. Points in combination can represent more complicated objects or ideas. Points when repeated in order can create a sense of movement. Refer to Figure 2.12 to view images of points. Figure 2.12: Points 2.2.2 Lines Lines help in creating forms, patterns, contours, perspective, and continuance. The concept of Lines – A line is a long, thin shape that does not act like a shape, but acts like a line. Refer to Figure 2.13 to view images of lines. Line as an expression – Line conveys an attitude or action with which you can associate yourselves. Horizontal lines suggest a feeling of calmness and quietness. Vertical lines imply power and strength and diagonal lines convey a feeling of movement. Figure 2.13: Lines 2.2.3 Shapes Shapes are made up of closed contours. The three basic types of shapes are as follows: Geometric shapes are regular and structured. These shapes work as building blocks for graphic design. Triangles, squares, rectangles, and circles are examples of geometric shapes. Natural shapes are irregular, asymmetrical, or random as compared to geometric shapes. They are found in nature or they can be man made shapes. Leaves are an example of natural shapes. Abstract shapes are images used to convey concise meaning or identity. Symbols, icons, stylized, and graphic illustrations are examples of abstract shapes. Refer to Figure 2.14 to view the different types of shapes. 20 Aptech Limited
Principles and Elements of Design Figure 2.14: Shapes2.2.4 PlanesPlanes are two-dimensional (2D) completely flat surfaces with height and width or length andbreadth, but no depth. Refer to Figure 2.15 to view the image of a simple plane.Plane in works of art – A plane has an extension because it covers an area in any direction. Planesare prominently seen in the works of painters and architects. Figure 2.15: A simple plane2.2.5 Volume and MassThree-dimensional elements have volume and mass and 2D elements have shape. A paintingbeing 2D has shape, while a sculpture has volume and mass. Refer to Figure 2.16 to view anobject with volume and mass.Figure 2.16: An object with volume and mass 21 Aptech Limited
Design and Visualization Fundamentals 2.2.6 Textures Texture is the look and feel of a surface. Textures in works of art - Artists use textures in their work to give the design a feeling of the surface. In a design, background images of various materials (stone, cardboard, scanned old paper, or cloth) are used to give the impression of a texture. Refer to Figure 2.17 to view images of different textures. Figure 2.17: Textures 2.2.7 Space Space is the distance or area between or around things. It gives the eyes a visual rest by leaving some areas free from type and imagery. Space can be either positive or negative. Positive space is the actual shape; whereas, negative space is the space around the shape. Refer to Figure 2.18 to view an image where the negative space around the vase forms silhouettes of two faces. Figure 2.18: Space 22 Aptech Limited
Principles and Elements of Design2.2.8 ColorsColor in layouts can convey moods, create images, attract attention, and identify objects.Colors are used to: Highlight important elements such as headlines and subheads Signal the reader where to look first Create an image or a mood Tie a layout together Organize Group elements together or isolate them Provoke emotionsRefer to Figure 2.19 to view the color wheel. Figure 2.19: Color wheelColors are associated with various elements. Refer to Table 2.1.Color ElementReds energy, passion, power, and excitementOranges happiness, confidence, creativity, and adventureYellows wisdom, playfulness, satisfaction and optimismGreens health, regeneration, contentment, and harmonyBlues honesty, integrity, and trustworthinessViolets regale, mystic, beauty, and inspirationBrowns easiness, and passivityBlack finality, and transitional color Table 2.1: Colors and their associated elements Aptech Limited 23
Design and Visualization Fundamentals 2.3 Design Problems to Avoid You have to work hard towards designing a flawless artwork. There are certain points that you need to avoid while designing an artwork. They are as follows: Headlines or other highlighted type items to appear in adjacent columns Spaces between a headline and an adjacent graphic Text columns to cluster at the end of the page Keeping less contrast between headlines and text Using typefaces similar in appearance Using underlining formatting for text Words or syllables to get isolated at the end of a page, paragraph or column Headlines and subheadings to isolate near column bottoms Overusing boxes and rules Starting text columns at different locations on a page Placing two spaces after a period at the end of a sentence Keeping inconsistent spacing between elements in the artwork Exaggerated tabs and indents Squeezing logos and other important information in a document A large mixture of typefaces, type sizes, and weights Inconsistent line aligning 24 Aptech Limited
Principles and Elements of Design 2.4 RecapIn this session, Principles and Elements of Design, you learnt: The principles of design help in using the design elements and building a good layout. Designing a flawless artwork requires hard work and for this there are certain points that you need to avoid.Aptech Limited 25
Design and Visualization Fundamentals 2.5 Time to Test! 1. Regular rhythm, flowing rhythm, and progressive rhythm are the three different kinds of rhythms categorized based on the ________ they evoke. a. Rhythm b. Feeling c. Music d. Shapes 2. _________shapes work as building blocks for graphic design. a. Geometric b. Natural c. Abstract d. Symbols 3. Avoid using _____________ that are similar in appearance for your artwork. a. Typefaces b. Colors c. Images d. Shapes 4. __________ are associated with wisdom, playfulness, satisfaction, and optimism. a. Pinks b. Yellows c. Oranges d. Blues 5. __________ is the look and feel of a surface. a. Shape b. Space c. Texture d. Line 26 Aptech Limited
Principles and Elements of DesignSolutionsTest1. b2. a3. a4. c5. c Knowledge Check True 1, 4 Aptech Limited 27
Learning is more than absorbingfacts, it is acquiring understanding.
Understanding Colors 3 Understanding ColorsOverviewColor is one of the important aspects of a good graphic design. It depictsmoods and vibrations within a design. It also determines the brightness ordullness of a design. And so, color is a profoundly useful communicationtool. At the end of this session, you will be able to: Explain the importance of colors in designing an artwork Explain the color wheel and the different color types Explain Cyan-Magenta-Yellow-Black and Red-Green- Blue color modelsAptech Limited 29
Design and Visualization Fundamentals 3.1 Introduction The phrase Colors Compel Attention relates color to its visual aspect. As a graphic designer, your choice of color plays a major role in your design. Color combination relays moods and messages and also makes a design appealing and attractive. It has the power to change emotions and cause reactions. Colors are more responsive than words. Also note that, each individual elicits a different response for different colors. Refer to Figure 3.1 to view the classification of colors based on different categories. Figure 3.1: Categories of colors 3.2 Color Wheel 3.2.1 Understanding Color Wheel Color wheel is a traditional tool referred to by artists. It consists of a circular arrangement of primary, secondary, and tertiary colors. One half of the wheel comprises the warm colors and the other half comprises the cool colors. It is an excellent tool for creating color combinations and it explains the relationship of colors with one another. Refer to Figure 3.2 to view the primary, secondary, and tertiary colors on the color wheel. Figure 3.2: Color wheel 30 Aptech Limited
Understanding Colors3.2.2 Understanding Color SchemeColor schemes are harmonious color combinations of two, three, or four colors placed on the colorwheel. Refer to Table 3.1 to view the six classic color schemes.Color schemes Description Monochromatic color scheme has a single base color with a variety of shades, tints, and tones. These colors are appealing to the eyes.Monochromatic Complementary colors lie opposite to each other on the color wheel. They produce a stronger contrast when compared to other color schemes, thereby drawing maximum attention.Complementary Split Complementary colors are variations of the complementary color scheme. It uses one color along with two adjacent colors to its complementary. The Split Complementary provides high contrast but less tension.Split Complementary Analogous colors lie next to each other on the color wheel. These colors are natural and provide a seasonal effect, like yellow to green in spring.Analogous Triadic colors are the three colors that lie equally spaced around the wheel. This scheme is useful for harmony and is often used in decorating. Triadic Tetradic colors, also known as double complementary colors, are a combination ofTetradic four colors. It uses two overlapping complementary colors. It is difficult to harmonize this color scheme if all four colors are used equally. So, while using this scheme, ensure that one color is dominant. You can also use tints, shades or tones of other selected colors. Table 3.1: Color schemes Aptech Limited 31
Design and Visualization Fundamentals 3.3 Primary and Secondary Colors 3.3.1 Primary Colors Primary colors are a set of three colors, which combine to produce other colors. Primary colors cannot be made by mixing other colors. They are of two types, namely Additive primary colors and Subtractive primary colors. Refer to Table 3.2 to view the difference between Additive primary colors and Subtractive primary colors.Additive primary color Subtractive primary color Blue BlueRed Green Red YellowAdditive primary color: Subtractive primary color: Red, blue, and green form the Blue, red, and yellow form the additive primary color subtractive primary color A combination of these three colors A combination of these three produces white color colors produces black color Additive primary colors are useful Subtractive primary colors are for theatrical lighting, television, commonly used in paints, inks, and computer monitors and fabricsTable 3.2: Primary colors3.3.2 Secondary ColorsSecondary colors are combinations of two primary colors. These colors are of two types, namelyAdditive secondary colors and Subtractive secondary colors. Refer to Table 3.3 to view thedifference between the two types of colors.32 Aptech Limited
Understanding ColorsAdditive secondary color Subtractive secondary color BLUE BLUECyan Violet Green YellowRED GREEN RED Yellow Orange MagentaAdditive secondary color: additive Subtractive secondary color: are the Produced by mixing two Produced by mixing two subtractive primary colors primary colors Cyan, Magenta, and Yellow Violet, purple, and green are the additive secondary colors subtractive secondary colors Table 3.3: Secondary colors 3.4 Black and WhiteBlack and white are achromatic colors that have no hue or saturation but only brightness. Theyare neutral colors and are not a part of the color wheel. Refer to Figure 3.3 to view the propertiesof black and white colors. White Black Reflects color Absorbs light Expresses clarity, Expresses dignity, openness, spiritual authority, and wholeness, and power superiority Appears restful, stately, Is mysterious and and pure introspected Figure 3.3: Black and white colors 3.5 Tertiary ColorsTertiary colors are a combination of primary and secondary colors. Yellow-orange, red-orange,red-purple, blue-purple, blue-green, and yellow-green are the tertiary colors. Unlike primary andsecondary colors, tertiary colors are not represented by one firmly established name. Refer toFigure 3.4 to view the tertiary colors on the color wheel. Aptech Limited 33
Design and Visualization Fundamentals Figure 3.4: Tertiary colors Knowledge Check Which of the following statements are true? 1. Color wheel is an arrangement of only primary and secondary colors. 2. Additive primary colors when mixed together produce black color. 3. Black and white colors are not a part of the color wheel. 4. A combination of primary and secondary colors produce tertiary colors. 3.6 Warm and Cool Colors Refer to Figure 3.5 to view the psychological effects of warm and cool colors. 34 Aptech Limited
Cool colors Understanding Colors Warm colors Soothing in nature Vivid, bold, and energetic Calm and serene Used for emphasis Recede gradually Excite the mind Related to water, sky, and Represents fire, warmth, greenery sunlight, and danger Blue, green, and violet fall Red, yellow, orange, in this category and brown fall in this category Figure 3.5: Warm and cool colors 3.7 Color ModelsColor theory applies to both traditional as well as electronic design, though there are some practicaldifferences. Applying color theory in computer graphics demands a thorough understanding ofthe color models. A color model is a system for creating a wide range of colors from a set ofprimary colors. Cyan-Magenta-Yellow-Black (CMYK) and Red-Green-Blue (RGB) are the two mostcommonly used color models. Refer to Table 3.4 to view the properties of CMYK and RGB colormodel respectively. CMYK Model RGB ModelCMYK model: RGB model: Uses ink to display colors and Uses light to display colors and is primarily used for printing is used for computer display purposes Results from transmitted light Results from reflected light A combination of additive colors A combination of subtractive colors (red, green, and blue) produce (cyan, magenta, and yellow) subtractive colors (cyan, produce additive colors (red, green, magenta, and yellow) and blue) Table 3.4: CMYK and RGB model Aptech Limited 35
Design and Visualization Fundamentals 3.8 Recap In this session, Understanding Colors, you learnt: Color is one of the most important aspects of design. Colors are of different types namely primary, secondary, analogous, complementary, white and black, tertiary, and warm and cool colors. Color schemes are harmonious color combinations of two, three, or four colors placed on the color wheel. CMYK and RGB are the two most commonly used color models. 36 Aptech Limited
Understanding Colors 3.9 Time to Test!1. _________ is an acronym for Cyan-Magenta-Yellow-Black. a. CMYB b. CMYK c. CMB d. CMY2. In ___________model a combination of additive colors result in subtractive colors. a. CMYB b. CMYK c. RGB d. RBG3. Vivid, bold, and energetic are characteristics of ____________. a. Tertiary colors b. Warm colors c. Cool colors d. Primary colors4. Warm colors include ___________. a. Blue, green, and violet b. Red, yellow, orange, and brown c. Red, green, and yellow d. Red, green , and blue5. ___________ are a combination of primary and secondary colors. a. Warm colors b. Cool colors c. CMYB d. Tertiary colorsSolutionsTest1. b2. c3. b4. b5. dKnowledge CheckTrue3, 4 Aptech Limited 37
Learning is a lifetime process, butthere comes a time when we must stop adding and start updating.
Graphical Aspects of Design and Computer Graphics 4Graphical Aspects of Design and Computer GraphicsOverviewContent and graphics are the two important aspects that make a designappealing. This session deals with the graphical aspects of a design and alsoexplains how these aspects can bring reality into a design using computergraphics and effects. At the end of this session, you will be able to: Explain the aspects of design Describe 2D computer graphics and 3D computer graphics Explain the light and shadow effects in designAptech Limited 39
Design and Visualization Fundamentals 4.1 Aspects of Design To design a screen effectively, you need to first analyze the best possible way to present the content. The arrangement and placement of v arious design elements also play a major role here. There are certain primary aspects of a design that you need to familiarize yourselves with, to achieve a perfect design. The prime objective of any design should be to enhance the understanding of an object. It should include all the relevant information in a very clear and distinct manner. Also remember that, design should be appealing to the eye and not disturbing to the user. Refer to Figure 4.1 for a quick glance of the primary aspects of a design. Enhance the meaning Fewer Include alldimension information Primary aspects of designPlease the Minimum eyes ambiguity Figure 4.1: Primary aspects of a design 4.2 Introduction to Computer GraphicsComputer graphics are computer generated images and range from simple line drawing to3D drawing. Refer to Figure 4.2. The field of computer graphics is vast. It includes computeranimations, real-time 3D rendering, video creation, and modeling. Computer graphics are of twotypes, namely 2D computer graphics and 3D computer graphics.40 Aptech Limited
Graphical Aspects of Design and Computer Graphics Figure 4.2: Computer graphics4.2.1 2D Computer Graphics2D computer graphics refers to the two-dimensional model used for traditional printing anddrawing. Refer to Figure 4.3. There are two types of 2D computer graphics, namely raster andvector graphics.Raster graphics, also known as bitmaps, are composed of arrays of pixels. Each pixel can beof a different color or shade. These graphics are edited at the pixel level and are used in mostcomputer and video games, graphing calculator games, and many mobile phone games.Vector graphics consist of paths. Paths are used to describe images by establishing mathematicalrelationships between points within an image. Vector graphics are mainly used on photographicimages.Aptech Limited 41
Design and Visualization Fundamentals Figure 4.3: 2D Computer graphics 4.2.2 3D Computer Graphics 3D computer graphics, also known as 3D models, are mathematical representations of geometric data contained in a data file. 3D models are used for viewing 3D animation, videos, movies, or 2D rendered images. Refer to Figure 4.4. The process of creating 3D computer graphics involves three phases. They are 3D modeling, layout and animation, and 3D rendering. 3D modeling describes the process of forming the shape of an object. Layout and animation describes the motion and placement of objects within a scene. 3D rendering produces an image of an object. Figure 4.4: 3D Computer graphics 4.3 Effects Light and shadow effects are the two important aspects for any form of art or graphic design. A drawing without these aspects looks flat, as it is the light and shadow that brings out the reality and depth in any drawing. 42 Aptech Limited
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