© 2002 Apple Computer, Inc Apple Web Design and Communication Creating Your Marketing Image with Logos

© 2002 Apple Computer, IncApple Web Design and Communication

Creating Your

Marketing Image with

Logos


Incorporating Graphic Design Principles

Balance, Unity, Contrast, Emphasis, Line, and Color


Balance

The act of comparing or estimating two things, one against the other, and the contrast between:

• Empty space (white space) and filled space• Text and images• Color, no colors, and different colors


BalanceSymmetrical (or formal balance) is achieved when all of the elements on the page are of equal weight and are placed symmetrically on the page. If a line were drawn through the exact center, it would divide the design elements in half.

Asymmetrical (or informal balance) may be achieved when the value, size, and location of unequal elements on a page are moved to become proportionate.


Symmetrical Balance

Asymmetrical Balance


Unity

• The correct balance of composition or color that produces a harmonious effect

• The focus of the message


Emphasis

• To express with particular stress or force

What message is stressed here?


Lines• Lines can be straight or

curved.

How are lines used in the graphic on this slide?


Lines

• Lines can indicate motion or direction.

How are lines used in the graphic on this slide?


Color and Contrast

• Hue is another word for color.

• Using color can enhance or detract.

• Color wheels help determine which colors are in greatest contrast.


Color Wheels

This logo has analogous color harmony on the bottom illustration. The bottom illustration seems to stand for squeezing fruits which is the way they make juice.

Analogous colors are colors that are adjacent on the color wheel.


Color Wheels

This logo demonstrates the use of complementary colors. The complementary color scheme offers stronger contrast than any other color scheme, and draws maximum attention. The challenge is that this scheme can be harder to balance than others.

Complementary colors are colors opposite each other on the color wheel.


Color Wheels

Triadic color scheme offers strong visual contrast while retaining harmony and

color richness.

A triadic color scheme uses colors that are evenly spaced around the color wheel.


Use of Color Think about color psychology as you create your logo. Many colors are associated with specifics feelings. Our reaction to color is almost instantaneous and has a profound impact on the choices we make everyday.

Let’s try a color quiz… just for fun! In your notes, jot down your answers to the following questions.

© 2002 Apple Computer, Inc

Color Quiz1. What color is the most attention-getting?

a. Black

b. Yellow

c. Red

Apple Web Design and Communication

Correct answer: c. Red

Experts say red attracts the most attention.


Color Quiz2. Villains usually wear what powerful color?

a. Black

b. Yellow

c. Red


Correct answer: a. Black

Villains often wear black. Remember the "bad guy" in the black hat in western movies.


Color Quiz3. What color is associated with royalty?

a. Black

b. Yellow

c. Purple


Correct answer: c. Purple

Purple, or violet, is the traditional color of royalty.


Color Quiz4. People lose their tempers most often in rooms of

what color?

a. Black

b. Yellow

c. Purple


Correct answer: b. Yellow

People get angry the most, and babies cry most often, in yellow rooms, according to scientific research.


Color Quiz5. Hospital rooms are often painted in what relaxing

color?

a. White

b. Green

c. Pink


Correct answer: b. GreenGreen is the easiest color on the eye and it causes people to relax. Therefore hospital rooms are often green, as are waiting rooms for guests appearing on TV, the so-called "green rooms."


Color Quiz6. In ancient Rome, public servants wore clothes of

what color?

a. Blue

b. Brown

c. Red


Correct answer: a. BlueThe blue outfits worn by Roman public employees endure today in blue uniforms for police and other professions.


Color Quiz7. What solid, reliable color implies genuineness?

a. Green

b. Brown

c. Black


Correct answer: b. BrownThe color of earth’s soil, brown, indicates genuineness.


Color Quiz8. What is the least appetizing color?

a. Yellow

b. Blue

c. Black


Correct answer: b. BlueTests show blue is the least appetizing food color because it is rare in nature, and because spoiled food often turns blue. Red, on the other hand, increases the appetite. Many restaurants are decorated in red.


Common Color AssociationsBlack → Power, Authority, “Bad Guy”

White → Purity, Innocence

Red → Attention, Fast, Love

Blue → Peace, Loyalty (most popular color)

Green → Nature, Wealth, Relaxation

Yellow → Cheerful, Attracts Attention (can have negative impact if it is not used selectively)

Purple → Royalty, Luxury, Sophistication

Brown → Solid, Reliable, Natural



Summary• The basis of good graphic design is thoughtful application of

design elements, including balance, unity, contrast, emphasis, line, and color.

• Clearly identify what you are trying to accomplish and use design to convey your message.

• Your logo should:

• be simple (but powerful)• accurately represent the image of the business• convey an instant message• be memorable


Review 1. What does the word hue mean?

2. What is balance (in terms of design principles)? Identify two forms that we discussed.

3. Why is it important to consider color when creating a logo?



Using Graphics in MS Word Microsoft Word is not the best software to use for creating graphic design but because it is what we have access to, we will be exploring the tools available to use in creating your logo.

After a quick overview, you should be able to do the following:• Insert a text box• Insert an auto shape• Change the color and style of the line• Change the color of the fill• Add another auto shape• Demonstrate layering by showing how to move one to the front.• Add text to one of your auto shapes• Group the two shapes together as one



Assignment

Now it is your turn!

You will create a logo for your product. The first step is to brainstorm, sketch out some options and obtain feedback from others.


Documents

© 2002 Apple Computer, Inc Apple Web Design and Communication Creating Your Marketing Image with Logos