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with ADOBE APPLICATIONSGRAPHIC DESIGNFOUNDATION IN
• Colour Theory Recap• Introduction to Illustrator• Logo Design
LESSON 5
Summary
COLOUR THEORY RECAP
Primary Secondary Tertiary Complementary Analogous
UNDERSTANDING COLOUR
Colour plays a major part in the correct reflection of your brand.
This visually obvious yet subtle application has a significant impact on the way a brand is perceived by the public.
Colour does not discriminate!No matter if you’re designing a brand for yourself, a small company, or a corporation the effects of colour will not discriminate based on how much cash you have to start.
When looking at colour options for your brand it’s always best to take a look at other brands to get a clear idea on how colour schemes play a part on the perception of brand perception.
Colour is the most influential element of our natural senses, followed by Shapes, Symbols and lastly Words.
COLOUR TRENDS• World’s top 100 brands (by value)
A study of the world’s top 100 brands (as determined by brand value) analyzed each brand’s logo and found the following trends.
• 33% use Blue• 29% use Red• 28% use Black or Grayscale• 10% use Yellow
• 95% use only 1 or 2 colours• 5% use more than 2 colours• 41% use text only• 9% don’t feature a company name
Colour can increase brand recognition by up to 80%. This means that colourinfluences how customers view the personality of the brand. Our brains prefer recognisable brands, which makes colour a key factor in creating brand identity.
COLOUR MEANINGS
Blue is the most common colour used in brand creation. It’s thought to put people at ease.Code: Trustworthiness, Dependability, Security, Integrity, Calmness
Red evokes a passionate and visceral response. It increases your heartrate, makes you breathe more heavily and activates the pituitary gland.Code: Aggression, Energy, Proactive-ness, Passion, Power
Yellow communicates hope and optimism. Yellow stimulates creativity and energy, and its brightness is particularly useful in catching the customer’s eye. Code: Positivity, Light, Warmth, Creativity, Motivation
Green is synonymous with calm, freshness and health. With great variance in shades, deeper greens are associated with affluence, lighter shades with serenity.Code: Wealth, Health, Serenity, Prestige, Abundance
Purple is a mysterious yet sophisticated colour. The richness of this colour tips its hat to elegance, a colour used to symbolise royalty throughout history. Code: Royalty, Sophistication, Nostalgia, Mystery, Spirituality
Pink is a feminine and affectionate colour, that lends itself to identifying products and services geared towards women and young girls.Code: Tenderness, Sensitivity, Friendship, Beauty, Compassion
Orange combines the brightness and cheer of yellow with the energy and boldness of red to make a colour that is full of life and exudes plenty of excitement. Code: Vitality, Fun, Playfulness, Exuberance, Youthfulness
Black is used by companies wishing to evoke a classic sophistication and simplicity. Black works especially well for brands wishing to promote luxury. Code: Prestige, Value, Timelessness, Sophistication, Formality
ILLUSTRATOR INTRODUCTIONThe difference between Photoshop and Illustrator is that Illustrator is vector based, the artwork is made up of mathematical lines and curves, so it is resolution independent, unlike Photoshop where the artwork is basically a bunch of little dots (Pixels)!
Illustrator is used by designers to create scalable artwork for print & web. Images can be scaled to infinity without losing quality. You can create free-hand drawings and illustrations, trace and recolour scanned artwork, create logos, icons and other complex shapes. Some designers also use it to mock up websites.
ILLUSTRATOR INTRODUCTIONCombine objects using Pathfinder effectsNavigate the Pathfinder panelYou use the Pathfinder panel (Window > Pathfinder) to combine objects into new shapes.
Use the top row of buttons in the panel to make paths or compound paths.
Choose from the following shape modes:Add To Shape AreaAdds the area of the component to the underlying geometry.
Subtract from Shape AreaCuts out the area of the component from the underlying geometry.
Intersect Shape AreasUses the area of the component to clip the underlying geometry as a mask would.
Exclude Overlapping Shape AreasUses the area of the component to invert the underlying geometry, turning filled regions into holes and vice versa.Use the bottom row of buttons in the panel, called Pathfinder effects, to create final shape combinations on the first click.
A. All components in Add mode B. Subtract mode applied to squares C. Intersect mode applied to squares D. Exclude mode applied to squares
ILLUSTRATOR INTRODUCTIONAbout fills and strokes
A fill is a colour, pattern, or gradient inside an object. You can apply fills to open and closed objects.
A stroke can be the visible outline of an object or a path. You can control the width and colour of a stroke. You can also create dashed strokes using Path options, and paint stylized strokes using brushes.
Controls for setting the fill and stroke are available in the Tools panel, the Control panel, and the Color panel.
Use any of the following controls in the Tools panel to specify colour:Fill buttonDouble-click to select a fill colour using the Color Picker.
Stroke buttonDouble-click to select a stroke colour using the Color Picker.
ILLUSTRATOR INTRODUCTIONConverting Text to Outlines
Illustrator gives you the opportunity to change text into outlines or artwork. Basically, you change the text into an object, so you can no longer edit that text by typing. The plus side is that it saves you the trouble of sending fonts to everyone who wants to use the file.
Turning text into outlines makes it appear as though your text was created with the Pen tool. Please note the text will not be editable after so always save a copy.
To turn text into an outline, follow these steps:Type some text on your page.
Switch to the Selection tool and choose Type→Create Outlines.Keyboard Shortcut - Ctrl+Shift+O (Windows) or cmd+Shift+O (Mac).The text is now grouped together in outline form.
If you’re being creative, or just particular, and want to move individual letters, use the Group Select tool or choose Object→Ungroup to separate the letters.
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