Introduction to Color as an Element of Design

Color is everywhere. Every single piece in the samples you've collected so far, even if it is black and white, exhibits the element of color. Color is used to attract attention. It can be subtle or bold.

Color can be found in the paper, the text, or the graphic elements and photos. A monochromatic color scheme uses a single color, perhaps in various tints, while other layouts utilize combinations of two, three, or more colors.

Color can be used to ellicit specific emotions and reactions. Red is typically thought of as an attention-grabbing, hot color. Blues are more calming or convey stability. Some color combinations are used to create a specific identity (corporate colors, school colors) or may be used in conjunction with texture to simulate the look of other objects (the look of plain paper wrapping or neon lights, for example). Color may provide cues for the reader.

Sometimes considered a separate element of design, value is the relative lightness or darkness of an area compared to the surrounding area. Tints of gray or red are different values of the same color. Changing values can create contrast, movement, and emphasis.

Go through your sample folder of ads, newsletters, business cards, books, and other projects and look at the variety of colors, color combinations, and the way color is used. Does the piece derive its main color from the paper? Are colors used throughout in specific ways such as just for graphic elements or only for headlines?

Exercise
Find four examples of the use of color and value:

1. subtle use of color (monochromatic or very little color)
2. bold use of color (bright color, many colors, etc.)
3. black and white only
4. strong contrast in values other than strictly black and white (light and dark areas using tints of the same color or different light and dark colors)

Separate these three (or more) examples in your Class Samples collection before going on to the final assignment.

Remember, this first set of lessons is an introduction to each of the elements of design. You'll be taking an in-depth look at color^* and other elements in classes that follow the self-test assignment in this part of the course.

Next > Elements of Design Self-Test Assignment

_{Elements of Design Classes > Introduction to the Elements of Design > Lines > Shapes > Mass > Texture > Introduction to Color}

^*If you found this page via search and are not following this lesson-by-lesson course on the Elements of Design, jump to the in-depth lessons on color for more detailed information.