Hand Lettering

Typography poster

Color Wheel

Color Palette

Design/ Typography Notes

Typography

Legibility
Small text is easier to read as Serif
Sans Serif is used more in titles

Serif vs Sans Serif 
Serif -reads best at small sizes complimentary

Font Variance
Too many confuse the reader
"Too many fonts spoil the design'
***2 fonts***
        Fonts that are too similar cause ambiguity
Use upper and lower case letters for optimum clarity
NOT ALL CAPITAL LETTERS -unless titles, headlines etc.

Alignment
Left alignment reads easiest -eye flow as moves down page
center alignment is more dramatic
Want to have even rags

Emphasis
1 Italics
2 Bold
3 Size
4 Color
5 Typestyle Change

Integrity
Avoid Stretching of distorting type

Weight
Strive for a sense of balance

Kerning
Space between letters
Tracking
Applied to entire word

Large Text Blocks: Rags
Want closer to flat line at end of text

Color Theory

Color Theory

Primary -Red Yellow Blue OR... Red Green Blue
                 Pigment                           Light

Secondary -Green Orange Purple
Tertiary -Secondary colors mixed

Paint, or light to generate color
"ROYGBIV"

Primary

Pigment -Subtractive

Light -Additive
Red, Green, Blue -Make white

Secondary/Tertiary

Warm- Red, Orange, Yellow
Cold- Green, Blue, Purples

Darker color -farther away, receding
Lighter color -closer

Color Mixing

Ex:
CMYK for printing
RGB for light
RGY pigment generated

Color Modes

Ex:
Monochrome/monochromatic:   Tints, shades of single hue

Grey Scale:    Black and white only

Web Safe RGB:    Hexadecimal compatible

Color Modification

Tints: White to a pure hue
Shades:  Black to a pure hue
Tones: Grey to a hue



Color Harmony
Colors that work well together
Opposite of each other on color wheel

Split Complementary
Opposite, + few to left/right

Analogous
Next to each other
Almost monochromatic -has more depth

Triad
color wheel -triangle

Tetradic
4 point rectangle shape inside color wheel

Quadtriateral
Square in color wheel

Color Palettes

Cultural and Psychological Color Association

Why Color Matters
      -73% of purchasing decisions are now made in-store
      -catching the shoppers eye
      -can increase brand recognition by up to 80%

Color Affects Appetite
   -Blue is a rare occurrence in nature
   -We have no appetite response to blue food

Color Affects the Mind

Rocket Arms GIF