DIGITAL PHOTOGRAPHY AND IMAGING - WEEK 7

 Choong Yee Leng || 0381980

Digital Photography and Imaging || Bachelor Degree in Creative Media || Taylor’s University 

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Lecture: 

RGB v.s CMYK

RGB: Additive color mixing model

-Colour is created by mixing red, green and blue light sources of various intensities.

-TVs, screens and projectors use red, green and blue (RGB) as their primary colors.

CMYK: Subtractive color mixing model

-Colour is created by the subtraction of light. 

-The CMYK color system is the color system used for printing.

Hue, shade, tint and tone

-Hue: the most basic of color terms and denotes an object’s color. 

-Shade: a hue to which black has been added. For example, red + black = burgundy.

-Tint: a hue to which white has been added. For example, red + white = pink.

-Tone: a color to which black and white (or grey) have been added.

Colour Harmony

-The arrangement of the colors in design in the most attractive and effective way for users’ perception.

• Monochromatic - To use a colour scheme that is based on a single colour, hue, or variations of that hue. It is hard to make a mistake and create the distasteful colour scheme.
• Analogous - 3 colours located right next to each other on the colour wheel.
• Complementary - Colours are opposites on the colour wheel. This scheme is opposite to analogous and monochromatic since it aims to produce high contrast.
• Split-Complementary - Involves the use of three colours. Start with one colour, find its complement and then use the two colours on either side of it. 
• Triadic - Colours are evenly spaced around the colour wheel and tend to be very bright and dynamic. 

The Psychology of Color

Colors have an extraordinary ability to provoke specific emotions for each individual and to attract people’s attention and harmony simultaneously. While perceptions of color are somewhat subjective, some effects have universal meaning. 

Warm V.S Cool Draw a line through the center of the wheel, and you’ll separate the warm colors (reds, oranges, yellows) from cool colors (blues, greens, purples).

• Warm colours often evoke feelings of happiness, optimism and energy. However, yellow, red and orange can also have an attention grabbing effect and signal danger or make you take action (think stop signs, hazard warnings and barrier tape). 
  
  
  
• Cool colours are usually calming and soothing but can also express sadness. Purple is often used to help spark creativity as it’s a mixture of blue (calm) and red (intense).
  

  

  
  
  
  
• Black is often used sparingly – such as for text – but it works quite well as a primary colour element (like for backgrounds). Black adds an air of sophistication and elegance, and also mystery, though with much bolder confidence.
  
  
  
• White gives off an impression of clean, virtuous, healthy. White pairs well with just about anything, making it ideal as a secondary colour.

References

Title:The fundamentals of understanding color theory Link:https://99designs.com/blog/tips/the-7-step-guide-to-understanding-color-theory/ Title: An Easy Approach to Color Theory in Graphic Design Link: https://medium.com/gravitdesigner/an-easy-approach-to-color-theory-and-graphic-design-8b9287c95e42 Title: 12 colours and the emotions they evoke Link: https://www.creativebloq.com/web-design/12-colours-and-emotions-they-evoke-61515112 Title: Influence with Design – A Guide to Color and Emotions Link: https://www.toptal.com/designers/ux/colors-and-emotions

Tutorial & Practical

Hand drawing sketch:

Digital Sketch:

The floating island has been replaced with tall buildings to emphasize innovation rather than evoke a fantasy setting. This change also contributes to visual harmony, as the buildings are aligned with the circular baseline, allowing them to blend seamlessly into the overall circular composition.

Reflection

This week, I began the initial stages of my poster design by creating hand-drawn sketches. This helped me brainstorm and visualize different layout possibilities in a more organic and intuitive way. Afterward, I transitioned to developing a digital sketch, where I started placing the main visual elements—specifically, the cat and the bullet train. I focused on building a clear and balanced composition by arranging supporting elements around these key subjects. This process made it easier to plan the visual hierarchy and overall structure of the poster, setting a strong foundation for further development and refinement.