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ADV 2151

by: Michelle Goldsborough

ADV 2151 2151

Michelle Goldsborough
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About this Document

week 2 lecture 1
Introduction to art direction
Tracy Agostarola
Class Notes
color, wheel, Theory




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This 2 page Class Notes was uploaded by Michelle Goldsborough on Wednesday September 7, 2016. The Class Notes belongs to 2151 at Temple University taught by Tracy Agostarola in Fall 2016. Since its upload, it has received 29 views. For similar materials see Introduction to art direction in Advertising at Temple University.


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Date Created: 09/07/16
Intro to Art 2151 Week 2, lecture 1 9/7/16 Visual Cortex -Several thin layers of tissue -Some cells respond to lightm others to edges of objects, movements or space between lines -Brain cells in the cortex react almost one to one with the visual stimuli received Hub and Wiesels Cat experiement-shoved cat head into a vise, hooked up electrodes to see what the eyes were stimulated by. The line from the glass was what got a response, not light Four major Attributes -color, form, depth, movement-the movement was what the cats eyes were responding to -they are the major concern when designing an image because they are noticed before a person even realizes that they are -they are what the brain sees, not your conscious mind, so they are used to attract attention Color is the result of light -light has fascinated humans throughout history -light is synonymous with seeing -nerve fibers in the retina respond to colors Without light we do not have color and can’t see Three ways to describe color -objective: scientific method, perception of color is a result of the various light wavelengths stimulating the cones along the back of the retina -night vision is green, why? Humans are more sensitive to green than any other color and we are programmed to see this color first. Cooler colors have warmer temperatures. When a fire starts to turn blue it is getting hotter -comparative : less accurate but more useful, sky blue, fire engine red, for this method to be used the color that the other color is compared with must be universally acknowledged as the standard -subjective : most symbolic, a persons mental state strongly affects the emotional response to color, memorable experiences tend to associate with the color of the object that constitutes the even-memory effects perception of color. Ex: making cookies with grandma in a yellow room- no negative association, army guy trapped in yellow room-negative and different reaction Color wheel- primary, secondary, tertiary Cool harmony Analaguous- colors are next to each other on the color wheel and it doesn’t matter where Complementary-colors across from each other on the wheel and when you combine them you get neutral colors Triad-a triangle Split complementary-complement colors across from each other and then we move away from those colors, so like two colors away from the complements. Square:


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