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| Student Name | Jianru Wu |
| Course | Graphic Design |
| Supervisor name | Jason Nelson |
| Email address (Supervisor) | j.nelson@dundee.ac.uk |
| Date (update as you go) | 13,03,2011 |
The dogs and cats cannot see color, if that is true and what do they miss in life. Perceived lack of color makes the visual distinction between the dimensions of one of the most effective was that lost. We can easily to catch it up and it is easily for us humans to perceive a ball as it rolls on the grass. For this reason apart from the ball’s movement, form, texture and light etc, the most important element is the ball’s color. We can easily detect the bright red ball on the grass, as it is clearly defined. In addition, for the animals have the color vision and to deeper memory of the world with this strong and be brimming with energy ability. The same capacity in humans allows them to see themselves in a world full of rich colors and not a dull, grey world.
Color vision is the first thinking element in the brain to create product for Oldilon Redon. Oldilon said. We must respect the black that is because nothing can replace black. Although the black could not make the vision happy or awaken people’s other feeling, although it is the main element for mankind’s theory and more important than the prism palette and more than that released by the beautiful colors.
Color is certain to be regarding the performance of color people of color associations. It is said that red can make people excited that is the red reminiscent of flames, blood and revolution; Green was able to evoke refreshing experience because the green is reminiscent of nature; Blue gives a cool feeling because it is reminiscent of cold water in a sense and so on. Understanding of people of color is also different according to time and place. Yellow Emperor in China, a brilliant symbol of momentum and it was in medieval Europe represents a shame and disgrace. In this time we add a different color in the yellow whether has a different meaning? For example, for Chinese people, we add a little golden yellow to represent the imperial power, and for Europeans add a little yellow in moderate; partial color green becomes a prostitute and persecution on behalf of Jews of color.
Color is varied and unstable. Color is a sensation produced in the brain in response to the incidence of light on the retina of the eye. So no one can say he can see the same color as his neighbor. The other factor is that in people’s consciousness, the names of different colors represent the same color, but sometimes the same name given to a color actually represents a different color to different people.
For example, affectionate, compassionate, soft, sweet tasting may be associated with light pink; soft, subtle, cozy, dusky, gentle may be linked with dusty pink; exciting, theatrical, playful, hot, attention-getting and wild may be connected to bright pink; exciting, energizing, sexy, passionate, hot, dynamic, powerful, impulsive, stirring and spontaneous will be linked to bright red; earthy, warm, strong, sturdy, established and country will be the images for brick red; rich, elegant, refined, tasty, expensive, mature, sumptuous, cultivated, luxurious and robust could be associated with deep red and so on. So if one says ‘red’ (the name of a color) to 50 people. It will be 50 reds in their minds and all these reds will be very different. Even the ‘red’ of the Coca-Cola logo may still be thought to represent many different reds.
Product and/or presented, as different systems possess different limitations and options how to depend upon the final design in a selection of a particular color system is the designers work. RGB (red, yellow, blue) and CMYK (cyan, magenta, yellow and black) are the two of the most widely recognised and commonly used color systems. RGB is typically, used for initial designs and digital publishing, and CMYK is used for print publishing. Printed publications are usually produced in eight- or 16-page sections.
Is there anyone in the business world today who doubts the impact of color? If you are involved in marketing, display, design, advertising, point of purchase or retailing there is always a need to be as informed as possible about the usage of color as a means of instant communication.
How to choose the color and organize the colors to design ‘is a big question for the graphic designer. The factors involved are not only which color is more beautiful and suitable for their design but also the differences in color between the computer design and the final product. A important reason is the color’s meaning, history, culture and effect on people’s emotion. Color could be the product message to tell the consumers what it is they are buying. Color can promote or reduce the product’s sales.
There is no reason why color should not be subject to the graphic designer’s considerations in the same way as the choice of material, since color is an important factor in the sale of the vast majority of products. Most consumers are not artists and the reason they buy things is because they like them and theychoose a particular color because they like it, or because it fulfils a specific purpose. The designer has to identify the colors that people like or discover the motivation that causes them to choose one rather than another. The products sale will be effect you cannot even get a job as a designer if you do not take this into consideration.
We cannot be sure about the exact color when one says ‘red’ (the name of the color) to us, but if they say ‘Coca-cola red’ that will be the color of our thinking mostly same. In other words, if you think about Coca-cola, that red color will be the first to get in your mind, then the Coca-cola logo. This is the color effect. Apple, Tesco, Nike and Toulouse-Lautrec’s poster design are all good examples in daily life for the graphic designer of how to use the color to best sell the product.
For my next dissertation I will use these elements to explain why Coca-cola, Tesco, Apple and Nike are popular and what I should do in my future design.
Aims:
Color can be used in many different ways in design. The right color can make the success. The color effect is everywhere and color is one of important organizing part of life. Even white and black are also the color and affect us. I am quit interesting that for a designer how to choose color and create color for my product and use color offer my design.
Objectives:
Analysis color elements affect the design product and why Coca-cola red, Tesco blue, Apple white can be as a color name in the people mind. How to use the color promote the product sell and the color chooses is big element for the successful business. As a graphic designer how to choose the color to design and make the viewer feel compassion, love or hate in the future.
Keywords
Color meaning, color effect, use color sell, graphic designer
Expanded Bibliography
1. Thames & Hudson (2005). Colour: basic design 05. AVA Publishing SA.
Summarizing: designer how to depended on color to design can attract more consumers. This book is from the basics, color systems, using color, techniques, color symbolism and color in practice areas that the designer can make informed color decisions.
2. Bradley, FRPS, AIIP (1972). Color: origin, system, uses. Van Nostrand Reinhold Company Ltd.
Summarizing: This book is from the general section, physiological section, physical and technical section, systematic section, the rhombohedra system and conclusions areas to explain color.
3. Albers Josef (1975) Interaction of color: unabridged text and selected plates revised edition. Yale university
Summarizing: This book is a record of an experimental way of studying color and of teaching color.
4. Whelan Bride M (1994) Color harmony 2: a guide to creative color combinations. London England
Summarizing: The color wheel and how to use the color have all explain in this book.
5. Press Gower (1968) How to using color to sell Great Britain, London.
Summarizing: Using color in business- color in merchandising and
selling- individual feelings need to be set aside for more tangible
knowledge.
6. Feisner Edith Anderson (2006) Colour. Laurence King Publishing
Ltd.
Summarizing: Through color foundations, dimensions of color, color in compositions and the influence of color this 4 parts to give students in all the visual arts a thorough grounding in the history, psychology, and physics of color.
7. Sidles Constance, Sutherland Rick, Karg Barb (2005). Graphic designer’s print + color handbook. Rockport Publishers, Inc Gloucester Massachusetts.
Summarizing: The purpose of this book is to offer meaningful insights into the world of color graphic and print reproduction in real-world settings.
8. Cerritsen Frans (1975) Theroy and practice of color: a color theory based on laws of perception. Cantecleer, de Bilt
Summarizing: As the title says this book has a full explain of color.
9. Gilbert John (1962) Theory and use of color UK by Blandford Press
Summarizing: The purpose of this book is not to create artists but simply to provide those who wish to be artists with the indispensable tools of their trade.
10. Gage John (1999) Colour and meaning: art, science and symbolism. British Library Cataloguing
Summarizing: A wider public of color shares in this book.
11. Pendergrast Mark (2000) For god, country and coca-cola: the definitive history of the world’s most popular soft drink. Orion Publishing Group Ltd
Summarizing: This book is also a story about Coca-cola, readers will find high drama, corporate intrigue, and innovative ads that pluck the heartstrings. Always changing. Always the same. Always Coca-cola.
12. Temkin Ann (2008) Color chart: reinventing color, 1950 to today. The Museum of Modern Art, New York
Summarizing: This is showing us the exhibition of color.
13. Jorgensen Janice (1994) Encyclopaedia of consumer brands: volume1, consumable, products. High House London
Summarizing: The book’s three volumes highlight approximately 600 of the most popular brands in USA.
14. Ries Al and Ries Laura (2004) The origin of brands: how product evolution creates endless possibilities for new brands. Library of Cataloging-in-Publication Data.
Summarizing: ‘ The battle for your mind’ for the brands’ effect and design.
15. Bouwman Margot and Franzen Giep (2001) The mental world of brands: mind, money and brand success. World Advertising Research Center 2001
Summarizing: This book is explored what you do not know and well-thumbed addition to your brand library.
16. Wertime Kent (2002) Building brands & believers: how to connect with consumers using archetypes
Summarizing: Brands have an influence that extends well beyond the purely functional role they play in people’s lives: they genuinely affect the way people feel.
17. Baker Michael J (1991) Research for marketing. Machilan education Ltd
Summarizing: This book is written for those who want an overview of what marketing research is and what it can and cannot do.
18. Joe Cappo (2003) The future of advertising: new media, new clients, new consumers in the post-television age. Crain Communications, Inc.
Summarizing: Advertising needs more people like.
19. Berger Arthur Asa (2004) Ads, Fads, and Consumer culture: advertising’s impact on American character and society. Rowman & Littlefield Publishers, Inc.
Summarizing: analysis consumers and advertising to teach you something about how advertising works, to suggest how advertising has effected American society and culture, and to help you learn to analyze and interpret advertisements and commercials in more interesting and profound way.
20. Mayo Ed & Nairn Agnes (2009) Consumer kids: how big business is grooming our children for profit. Constable & Robinson Ltd
Summarizing: After the research almost 3,000 children and over 300 parents and analysis the special but big consumers to tell us what need our businesses and designers do.
21. Quart Alissa (2003) Branded: the buying and selling of teenagers. United States by Perseus Books
Summarizing: Listening teenagers, shared their’ story then make them dream true.
22. Meng Feixin (2008) Art and visual perception: a psychology the creative eye (the new version) Hu Nan art Publishing Inc.
Summarizing: This book has a full explain of the art and visual.
23. Elseman Leatrice (2006) Color: messages and meanings Hand Books Press Gloucester USA
Summarizing: This book is gives more information and guidelines about the color.
24. Levkowitz Haim (1997) Color theory and modeling for computer graphics, visualization, and multimedia applications. Kluwer Academic Publishers
Summarizing: The goal of this book is to convinced you that it is important to pay attention to color, to give you the basic fundamentals of color vision in general, and as related to visual computing in particular; to make you aware of the repercussions of your color choices; and to stimulate you to further explore this topics.
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