GVCM Chapter 3: Using Color

Name: Ariel Starling	Student Number: 11
ISM 4011: Introduction to Information Systems
Graphics and Visual Communication for Managers (GVCM)
Chapter 3: Using Color
DIRECTIONS:  Read the chapter first, then: 1. Answer the questions as indicated below in the space under the question.  Answers may be found in the appropriate chapter of your GVCM textbook. 2. Change your answers to blue so they can be easily distinguished from the questions. 3. Create a new blog post and copy this information into the post. 4. Once it is pasted into your blog, select all the text (CTRL A) and change the font to TREBUCHET. 5. Change the TITLE of the post to: GVCM Chapter 3: Using Color
1. Define the following properties of color:
1. Hue: Hue is the word we use to name the colors that we see. Different hues have different wavelengths in the color spectrum and are wrapped around a color wheel in specific relation to each other. 2. Value: Value describes how light or bright the color is. The higher the color’s value is and the more light it admits the brighter the color. 3. Saturation: Saturation describes the intensity of a color: how pale or strong it is.
2. Describe the traits (both positive and negative) often associated with three of the colors described in this chapter:
RED Positive Traits: active, ambitious, bold, charismatic, commanding, dramatic, dynamic, energetic, fun, lively, passionate, revolutionary, romantic, sensual, strong, successful, triumphant, vital, warm Negative Traits: aggressive, impatient, offensive, rebellious, violent YELLOW Positive Traits: bright, communicative, creative, expressive, extroverted, friendly, happy, imaginative, innovative, inspiring, intuitive, lively, optomistic, playful, spontaneous, stimulating, youthful Negative Traits: cautious, cowardly, defeated, hazardous, ill ORANGE Positive Traits: active, changing, cheerful, communicative, creative, earthly, energetic, enthusiastic, exotic, exuberant, friendly, fun, gregarious, humorous, independent, inspiring, stimulating, vibrant, warm Negative Traits: emotional, explosive, outrageous, tiring, wild
3.  What is the significance of cultural context with regard to color?
In addition to their psychological meanings, colors also carry cultural meanings - in different countries and even in different religions within one country. For example, the color black in the United States is a color the signifies seriousness and safistication, but in Japan it is viewed as a color of death.
4.  What is the significance of physical context with regard to color?
Taking into consideration the other colors that will be placed a next to a color, as well has the medium on which the colors will be displayed has to do with a color's physical context.
5. What are some design concepts to keep in mind when choosing grayscale or choosing color?
Since many presentations are still printed in black and white colors need to still be distinguishable in the print version. It is also to keep contrast in mind when choosing colors for presentations. Dark backgrounds should have light colored wording and light colored backgrounds should have dark wording.
6. List five methods to use color strategically:
1. Differentiate data elements 2. Differentiate data items 3. Identify similar data items 4. Differentiate data elements from reference elements 5. Emphasize different aspects of the data
7. Briefly describe the following types of color systems:
1. RGB: specifies the percentage of red, green, and blue light that creates a specific hue. 2. HSL: hue, saturation, lightness; color model used for digital projection 3. CMYK: color model is the standard model used in printing for full colored documents 4. Pantone: the definitive international reference for selecting, specifying, matching, and controlling ink colors 5. Hexadecimal: 216 RGB six character color codes for websites commonly recognized as "web safe"
8. Why is it recommended that you be consistent and conservative when choosing a color palette for a business or a project?
Using regular recurrence of colors for repetitive elements will help you lead your viewer through your document or presentation in a clear and even expected manner.Too many colors more often than not will only serve to add visual clutter to your project.
9. List and briefly describe five things to consider when choosing a color palette:
1. Psychological and cultural meaning of colors - know what different colors mean to different people and know your audience. 2. Surrounding colors - individual colors are affected by the colors around them. 3. Emphasis - If using color for emphasis. be sure to create a palette that combines less saturated colors with highly saturated colors that can be used for emphasis.  4. Corporate branding - look to your company's logo for color cues and follow an identify standards manual if available. 5. The need to print in black and white - if your document will be printed in black and white choose variations of your colors with different value and saturation so that their gray scale equivalents will look different.
10. On page 43, the textbook authors assert that with regard to visual communication, color has power. After reading this chapter, in what ways can you utilize this power in your business communications?
I will utilize the power of color in my business communications by being more aware of the colors I choose in my marketing strategies. The concept of different colors having "emotions" will help me select the right combinations to express my message in visual communication.
11. What could you do if you must choose a color palette for a business or project but have no experience or talent for picking appropriate colors?
One suggestion would be to consult with a graphic designer. This would be someone who is very familiar with colors, color combinations, and visual communication.
12. Traumwind Color Match: Conduct a Google search for the term TRAUMWIND COLOR MATCH. Go to the TRAUMWIND site. What is the purpose of this site? Note: On page 54, the book lists other sites which can help you select a color palette.
This website helps you select a 6-color palette to use for your website. You choose a single color that you like and 6 coordinating colors will be displayed for you.
13. Try out TRAUMWIND: a. Enter this value in the Traumwind color number box:  # B3F2FF  (do you see the 6-color palette that is created?) b. Now enter a different 6-digit number into the box (Traumwind may change the number to a “web safe” color number that is close to the number you select). Experiment entering numbers until you find a color palette that you find attractive. c. Screenshot: 1. Once you create a Traumwind color palette that you like, press the PRINT SCREEN button on your keyboard to copy the Traumwind screen onto the Clipboard. 3. Open MS PAINT and paste the screenshot image into PAINT (CTRL-V). 4. Save the image with an appropriate name into your GRAPHICS folder.  5. Once you copy this document into your blog, insert the image of your screenshot into the space below.
My Traumwind Color Palette:
14. Design Seeds: Go to the following web site:  http://design-seeds.com/ Design Seeds is another web site for you, the graphic designer to help you find color schemes for your work (web sites, documents, images, logos, etc.). Click on the PALETTE SEARCH and then click on a THEME from the list of themes. Scroll through the palettes until you find one that you like (if you don’t like any of them, try a different theme). Take a screenshot of the palette and paste it here:
Theme (what theme does your palette come from?): My Design Seeds Color Palette: Theme: The Sea Palette: Sea Hues
Roll your cursor over the color chips on the right side of the color scheme (under the SEE SIMILAR COLORS). What does the “tool tip” that pops up indicate? Why is this useful to designers? Try clicking on a color chip. What does it do for you?
The tool tip provides you with the exact color code. This is helpful to designers because it allows them to create that exact color. By clicking on the color chip it directs you to the part of the site where you can adjust the RGB color system.