Lacruz color theory

COLOR THROUGH MY EYES ADRIANA LACRUZ. COLOR THEORY PORTFOLIO – SUMMER 2015

TABLE OF CONTENTS 02… ABOUT ME 03… M.1 COLOR + THEORY 05… M.2 COLOR + PSYCHOLOGY + PERCEPTION 06… M.3 COLOR + BALANCE 07… M.4 COLOR + DESIGNER 19… M.5 COLOR + FILM 25… M.7 COLOR + RHYTHM 27… M.8 COLOR + EMPHASIS_RETAIL ANALYSIS 35… M.9 COLOR + PROPORTION + SCALE + UNITY + HARMONY 37… M.10 COLOR + VARIETY_HOSPITALITY 43… M.11 COLOR + CULTURE

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49… CONCLUSIONS

ABOUT ME I am a Venezuelan architect. Born and raised in Barquisimeto – Venezuela. In 2002 I moved to Caracas to accomplish the architecture bachelor degree. I studied in Simon Bolivar University, which is the best of the top 3 in my country. I developed my professional career in Interior Architecture since early stages.

After my graduation, I had the opportunity to work as an interior designer in BERLONI CCS a Italian Furniture store . There I could work directly with new clients, and I also acquired the ability and improve my selling speech and techniques. In 2010 I went to Madrid to study at the EID (European Institute of Design), after 5 intensive months I received a Master degree in interior design.

I returned to Caracas and continued my professional development in an important Furniture Manufacturer Store, thus I enhanced my skill for furniture design applied to interiors. In 2012 I started my own design office, having mostly residential projects and a couple of commercial ones. I decided to continue my development as an Architect and pursue a Master degree in USA, and Miami was the perfect location to get it. Being a student at FIU has been an amazing experience, even better than I was expecting. I think the study program is very complete and is complemented very well with different department activities. I will like to stablish my professional career in this city, which in my opinion is a great bridge to other cities around the world.

My favorite color is Fuchsia, I know I am a girly girl. However, I think it defines my personality, because it is a cheerful-bright color, it is like the “piece of resistance”. When designing I love to use monochromatic color palettes, I also use Nature or statement elements as pop of color. I love to design with black, and I normally use it a strong element among the project, either as a dark impressive material or a solid painted wall, but in my designs black is essential.

I like to be honest with materials’ color and texture, therefore, I like to use them the way they naturally are: if is concrete, leave it gray and rustic. For me all the materials have an intrinsic beauty and most of it is because of the color given by nature. A basic example is my clear plastic phone case, I choose it for two main reasons. First: I love clear materials, transparency worked as a layer, it creates some effects that I like. Second, it reveals the painted gold metal of my phone. Metals and glass are other tools that I use for design, they add shadows and reflections that complement the space and the materials. As fashionista, I think it like jewelry and statement pieces, they are necessary to complement an outfit.

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M.1 COLOR + THEORY REFLECTION

In this introduction chapter we learned about important terms and definitions that helped me to understand better how color impact in us physically and psychologically.

Properties of Light: REFLECTION: occurs when light strikes an object and in the case of seeing color, the light reflected back from an object results in the color we see.

DIFFRACTION

DIFFRACTION: occurs when light is partially obstructed by an object. This interference of the light bends the waves around the edges of the object or opening and spreads outward, producing light, dark, or colored bands.

REFRACTION: results when one or more light rays moves through a light medium to another, denser medium such as air to water or a prism, causing the light to bend

REFRACTION

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We were also introduced to the color wheel, its background and the different types. Important terms like, TINT, TONE, SHADE, A PURE HUE, CHROMATIC, ACHROMATIC, PRIMARY HUES, SECONDARY HUES, TERTIARY HUES among others were explored in this chapter as well.

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M.2 COLOR + PSYCHOLOGY This chapter taught us to color significance and implications. The impact of color in psychology and the perceptions depending on culture and other factors.

We also learned about the different color contrasts and other phenomena, for instance the Bezold Effect, which occurs when the largest color area is replaced by a new color, creating a color interaction that changes the overall impression of the design.

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COLOR + CONTRAST

M.3 COLOR + BALANCE Balance refers to the relationship of different hues to one another when each is perceived to be equal in perceived visual weight. Balance can be described three types: symmetry, asymmetry and radial.

There are four types of color balance: Value contrast (light/dark), hue balance (complements), intensity (bright/dull), and size of color area (large/small).

The location of color within the physical environment is just as important to a balanced composition as the selection of color itself.

Light colors need to be balanced with dark colors, highly saturated colors need to be balanced with dull colors, and the intensity of colors must relate to one another to create a harmonious palette.

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M.4 COLOR + DESIGNER SCHRÖDER HOUSE

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GERRIT RIETVELD Dutch architect and furniture designer. He started work in his father’s furniture workshop at the age of 12, and then from 1906 to 1911 he worked as a draughtsman for C. J. Begeer, a jeweler in Utrecht. During 1904–8 he took evening classes in drawing and the study of ornamentation at the Kunstindustrieel Onderwijs der Vereeniging of the Museum van Kunstnijverheid in Utrecht. His interests nevertheless extended further than the applied arts. Around 1906 he attended classes given by the architect P. J. C. Klaarhamer (1874–1954), a like-minded contemporary of H. P. Berlage. This contact with Klaarhamer, who at that time shared a studio with Bart van der Leck, was of great importance for Rietveld’s development, for it was through them that he learnt of recent national and international trends in architecture and the applied arts.

In 1919 he became involved with the journal De Stijl: the same year in which he became an architect.

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CONCEPT AND SOLUTIONS LOCATION: Built in 1924 by Dutch architect Gerrit Rietveld for Mrs. Truus Schröder-Schräder and her three children.

The Schröder House constitutes both inside and outside a radical break with all architecture before it.

The two-story house is situated in Utrecht, at the end of a terrace, but it makes no attempt to relate to its neighboring buildings (although it shares an exterior wall with the last house in the terrace). It faces a motorway built in the 1960s.

Considered as an icon of the Modern Movement because of is its radical approach to design, the use of space, and the purity of its concepts and ideas as represented in the De Stijl movement. Its transformational quality of evenly matched spaces composed of independent planes perfectly met the goals of the De Stijl movement. The flexibility of space meant that there was no hierarchical arrangement of rooms in the floor plan.

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In this house the concept of space is no longer elaborated as defined within a cube. As with his early chairs, Rietveld gave a new spatial meaning to the straight lines and rectangular planes of the various architectural and structural elements, slabs, posts and beams, which were composed in a balanced ensemble. At the same time, each element was given autonomy while emphasizing the fluidity and continuity of space. Although the building has obvious artistic value, Rietveld gave much attention to functionality.

The collapsible walls upstairs positioned around a central staircase were designed to provide the children with an option of pushing the partitions in during the day for an open play space and closing them at night for private bedrooms. The interiors and furniture are an integral part of its design and should be given due recognition.

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THE COLOR USE Primary Colors (Blue, yellow and red) were added to elements that the designer wanted to stand out. White and gray were used in most of the walls, and to emphasize the plans depth in the faรงade (In deeper plans the wall was painted in gray). Black is present in most of the tangible elements, such as doors, windows and handrails.

VIEWS AND EXTERIOR DETAILS

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VIEWS AND EXTERIOR DETAILS

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THE COLOR USE Every detail was well planned by Rietveld and was prominent in other areas of the design, like specific paint colors to distinguish different spaces or functions.

An interesting example of this is the front door, where black paint is used, because Rietveld anticipated it would be accessed the most and would therefore be easily soiled (functionality first).

INTERIOR VIEWS

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On this important architectural example, color helps to define and differentiate each space. The use of different materials and paint colors in furniture and finishes is what makes the uniqueness of this house.

REITVELD CHAIR. FURNITURE DETAILS

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INTERIOR VIEWS

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FURNITURE DETAILS

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CONCLUSION The attention to the details and the relationship between the interior space, the finishes and the furniture is what make the real difference in this project. Rietveld’s commitment to all the elements among the space make this house so special.

In my opinion this is an iconic construction easy to relate to its artist and to its period of time. It can be considered one of the most important (if not the MOST important) representative of the Stijl movement and Rietveld’s work.

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REFERENCES 1. http://www.gerrit‐thomas‐rietveld.co m 2. www.rebelbass.com 3. http://www.moma.org/collection/artis t.php?artist_id=4922 4. http://www.archdaily.com/99698/adclassics-rietveld-schroder-housegerrit-rietveld 5. quincampoix.tumblr.com 6. architecturalmoleskine.blogspot.com 7. metropolism.com 8. https://www.smow.com/blog/tag/piet ‐klaarhamer/

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M.5 COLOR + FILM

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ANALYSIS Big Fish is a 2003 American fantasy drama film based on the 1998 novel of the same name by Daniel Wallace.[2] The film was directed by Tim Burton, who is in my opinion one of the films directors that work the best with colors, it is kind of his signature.

The story is about Edward Bloom, a former traveling salesman from the Southern United States with a gift for storytelling, is now confined to his deathbed. Bloom's estranged son, a journalist, attempts to mend their relationship as his dying father relates tall tales of his eventful life as a young adult. In the present, still unimpressed by his father's stories, Will demands to know the truth, but Edward explains that he is who he is: a storyteller. While doing his own investigation into his father's stories, finding that some of the stories where a bit of true. When Will returns home, he is informed his father had a stroke and is at the hospital. He goes to visit him there and finds him only partly conscious, and unable to speak at length. Since Edward can no longer tell stories, he asks Will to tell him the story of how it all ends. Beat and deciding to play along, Will tells his own tall tale about helping Edward escape from the hospital and they go to the river where everyone in Edward's life appears to bid him goodbye. Will carries his father into the river where he becomes: a very big fish. When his own son is born, Will passes on his father's tall tale stories, remarking that his father became his stories, allowing him to live forever.

I have decided to show the color palettes as they appear in the movie, linking them with each scene emotion.

COLOR PALETTE BLUE Joy Calm Comfortable Relaxing

DARK BROWN Comfort Security Melancholy Gloom Self -centeredness

GREEN Relaxed Renewal Eternal Life Growth

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SCENES SCENE COLOR PALETTE Monochromatic Black & White

This scene is very intense. Is about the main characters tension with each other. The black is the main color, meaning sadness, fear, despair, frustration, and anger.

Monochromatic gray/dark green

It can be felt the sickness and sadness of the main character for being in bed. There is almost not natural light on this frame, so it can be translate as depression and hopeless.

Monochromatic blue

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Into the woods, mystery, isolation, loneliness. and fear can be read by the dark blue palette.

ANALYSIS COLOR PALETTE Primary Hues

One of the most colorful scenes. It embraces the dynamism and joy of a circus. This color welcomes us to a magic space.

Complementary and Contrast

Although this is a busy scene ( a lot of activities are happening around) it can be distinguished the main focus by using a contrasting color and direct lighting.

Complementary

This is one of the most romantic scenes. The character can be fully distinguished and its presence becomes magnified by the use of a complementary color palette. Love, romance and future

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SCENES COLOR PALETTE Monochromatic Red

Implies the DANGER the character is living in the moment. In the movie the color red was also related to the Asian culture. In a further scene to Asian dancer were dress in a red dress in a red stage. Danger, stress, action.

Pastel Colors

This is a bright scene, that represents love and hope. The sunlight is very important to accomplish the dream moment of true love and purity. Calm, solitude, love, hope.

Monochromatic Beige

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It can be read melancholy, sadness and hopelessness. Is a very intense scene, where the main character are almost saying goodbye to each other.

ANALYSIS

COLOR PALETTE Contrast

This is the moment in which all the magic happens. Bright colors and a beautiful sky are the perfect setting to the best part of the movie.

When the son of the main character starts to believe. Hope, happiness, magic, love.

Monochromatic gray

Hope, purity, magic, dreams, and fantasy.

Monochromatic blue

The BIG FISH appears. Fantasy, mystery, endlessness, and dreams can be read by the dark blue palette.

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M.6 COLOR + RHYTHM

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Rhythm is movement. It is a natural evolutionary trait in nature that can be transferred to interior spaces and can be further emphasized with color.

In this chapter we learned how we can be inspired by thing that we can find in the nature, and how nature is fulfill of rhythm on its organisms and shapes. There are five types od rhythm associated with color: repetition, alternation, progression, continuation, and radiation.

Outlining with color in a way to add visual movement with minimal effort to impact the overall design. The stronger the contrast of color the stronger the color rhythm.

The Barajas Airport in Madrid is an excellent example of rhythm achieved through repetition and progression of colour

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M.6 COLOR + EMPHASIS

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PRADA STORE MIAMI DESIGN DISTRICT

Located in the Miami Design District and designed by the architect Roberto Baciocchi. Following the color code of the brand and the recognizable kinetic art on its facade, this store totally embraces the PRADA style.

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CONTRAST OF HUE CONTRAST OF HUE The store uses two types of hues contrast. In the faรงade a black and white color scheme differentiate the windows (exhibition) with the entrance which is a black threshold. It also help to reinforce the symmetry and rhythm of the elevation.

In the interior two main color are used a very washed pink-Lila and two tones of greens. Giving the feeling of a very luxurious and feminine space.

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The store uses two types of hues contrast. In the faรงade a black and white color scheme differentiate the windows (exhibition) with the entrance which is a black threshold. It also help to reinforce the symmetry and rhythm of the elevation.

In the interior two main color are used a very washed pink-Lila and two tones of greens.

Giving the feeling of a very luxurious and feminine space.

CONTRAST OF VALUE

In the interior is appreciated the contrast of value in two ways. First, the dark green curved fabric seating contrast with the light pink floor, making this seating statement pieces among the space. Second, the reflective surfaces (the chromed frames for shelves, tables and mirrors) create a high contrast whit the light mint walls, making the product to stand out very well.

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CONTRAST OF HUE CONTRAST OF A DESIGNED FEATURE As I said in a previous page, the seating pieces are very notable, they are placed to work as an organic and fluid statement element that complement each area use.

It is important to notice that this seating do not interrupt with the merchandise appreciation, because the height of the back coincide with the lowest exhibition shelf.

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The store uses two types of hues contrast. In the faรงade a black and white color scheme differentiate the windows (exhibition) with the entrance which is a black threshold. It also help to reinforce the symmetry and rhythm of the elevation.

In the interior two main color are used a very washed pink-Lila and two tones of greens.

Giving the feeling of a very luxurious and feminine space.

CONTRAST OF TEXTURE In the faรงade an important contrast of texture can be appreciated.

A kinetic illuminated walls complement two small boxes (for the jewelry and small products exhibitions) and two big windows for clothing and season products. This texture emphasizes the luxury of the brand, because it creates an effect of pieces of jewelry. At night the effect is higher because of the lights reflections. The dark granite involves the faรงade like a dark band, creating a high contrast and enhancing the texture and light effects.

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CONTRAST OF TEXTURE In the interior the light mint wall coverings have a vertical lines repetition which creates a rhythm, and contrast with the reflective surfaces among the space.

The lasts are placed in symmetric order to also organize the interior areas.

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FOCAL POINT

By using light and a few contrast elements, the merchandise becomes the focal point among the store. All the colors, patterns and different products are enhance by the bright shelves and the directional receded fixtures. In my opinion a retail designed space should not compete with the product, it should complement and increase the look of what the brand is trying to sell. This PRADA store is a good example on how to do it right.

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M.9 COLOR + PROPORTION CONTRAST OF HUE

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The store uses two types of hues contrast. In the faรงade a black and white color scheme differentiate the windows (exhibition) with the entrance which is a black threshold. It also help to reinforce the symmetry and rhythm of the elevation.

In the interior two main color are used a very washed pink-Lila and two tones of greens.

Giving the feeling of a very luxurious and feminine space.

SCALE + UNITY + HARMONY This two chapters provides us significant definitions to apply in our professional development.

PROPORTION: is defined as the size relationships between elements and the visual composition or space.

SCALE: refers to the size of a shape in relation to a given known, in most cases, the human body and its position within the space.

Using a grid system based on the golden section, Fibonacci, Le Modular, or natural forms can provide a more accurate method fro establishing relative color proportions in the planning stages of any project.

UNITY: is defined as the repletion of color to achieve a unified whole.

HARMONY: is the result of a perfect balance between individual color relationships.

Monochromatic is the easiest harmony to identify and work with.

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M.10 COLOR + VARIETY

CONTRAST OF HUE

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The store uses two types of hues contrast. In the faรงade a black and white color scheme differentiate the windows (exhibition) with the entrance which is a black threshold. It also help to reinforce the symmetry and rhythm of the elevation.

In the interior two main color are used a very washed pink-Lila and two tones of greens.

Giving the feeling of a very luxurious and feminine space.

THE SETAI. MIAMI BEACH VARIETY is a principle of design that is concerned with the combination of one or more color elements that use line, shape, texture, and/or pattern to create diversity and contrast in an interior space.

PROJECT: DESIGNER: LOCATION:

The Setai Jaya Ibrahim 2001 Collins Ave, Miami Beach, FL 33139

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CONTRAST OF HUE LOBBY

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The store uses two types of hues contrast. In the faรงade a black and white color scheme differentiate the windows (exhibition) with the entrance which is a black threshold. It also help to reinforce the symmetry and rhythm of the elevation.

In the interior two main color are used a very washed pink-Lila and two tones of greens.

Giving the feeling of a very luxurious and feminine space.

DISCUSSION The Setai is an Oasis in the hearth of Miami Beach. Located in the busy and popular Collins Avenue, it is placed in a Art Deco Building in the world’s famous Art Deco district.

As soon as you get in, the feeling is like you were transported to another place, remanding me to Asia. Even your eyes have to get used to the dark and almost monochromatic color palette chosen for the lobby.

Color and Line: Straight lines are an important part of the project. As it can be seen in the images, lines are used to create rhythm among the space. They are finished in dark wood or in black wall covering.

However, the ones in wood are accentuated by using direct illumination, make them look like a tall wooden lamp.

Color and Shape: Although the sofas are big, the fact they used a dark brown leather make them almost disappear. The round circles over the desk and the sofas are small, but their round shape and their light color makes them stand out, creating an important repetitive decorative piece, breaking with the linear geometry presented in the area.

Color and Texture: The dark stone used in the floor is rustic and impressive, and gets interrupted by two “more delicate” area rugs in light color (medium beige), this creates an emphasis in the two important areas through the hallway, the reception desk and the rooms elevators.

Color and Pattern: As seen in other situations light colors are used to pull the visitors’ attention. It is the same case to the back of the reception desk, where a square pattern, light color, and direct illumination applied create a huge emphasis, making the visitor easily recognize this important space.

DETAILS Light is the main tool used to create Balance and Contrast. It also creates Rhythm and Accents.

Color and Line

Color and Shape

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LOUNGE TERRACE

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The store uses two types of hues contrast. In the faรงade a black and white color scheme differentiate the windows (exhibition) with the entrance which is a black threshold. It also help to reinforce the symmetry and rhythm of the elevation.

In the interior two main color are used a very washed pink-Lila and two tones of greens.

Giving the feeling of a very luxurious and feminine space.

DISCUSSION If it was impressive the interior space, the outside is just breath taking, the water, the palm trees, the sky, make this hotel a real Oasis in Miami. The color palette is a little bit warmer and lighter, however, it remains almost monochromatic, establishing that relationship between the whole project.

Color and Line: Wooden stripes panels placed between white columns and over white walls, create rhythm and sense of depth. There are also used as gates for the beach area, been the transition between both spaces. Over the columns are also placed wooden planks with two lamps over them. The cherry color pops out, and make everything on this finish easy to distinguish. At night the lamps over the column planks create visual rhythm and enhance the building’s structure.

Color and Shape: By the two sides of the pool are located two magnificent metal vases. At day they stand out because of their curvilinear shape and the contrast between their dark color and the light marble of the pool edge. When the lights are displayed they create gorgeous reflections, becoming important and delicate pieces to look at.

Color and texture: The texture is given by a gray stone located over some walls. The tones are very similar to the ones used in the wood for the gazebos.

Color and Pattern: The pattern has to be assigned to the three gazebos made on wood. They create the shelter and give a magnificent scale to this space. A wood grid connects all the lounge areas to the one in front (on the other side of the water) unifying the space. These pieces are absolutely the most amazing features on the outdoor area.

DETAILS The water is what unify this beautiful outdoor space.

Lighting remains as important as in interior areas.

Color and Line

Color and Shape

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M.11 COLOR + CULTURE

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VENEZUELA + SPAIN

I come from VENEZUELA, my country has a lot of its cultural influences from SPAIN, therefore, I have chosen it to learn about their culture and how they use color.

Color and Line

Color and Shape

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VENEZUELA

HOUSES OVER LAKE MARACAIBO Located in the North of South-America. In 1499 on a first expedition made by Americo Vespucci, he saw the stilt houses in the area of Lake Maracaibo, reminding him of the city of Venice, so he named the region "Veneziola“ or “Little Venice”.

Venezuelan’s culture is full of colors as full of different influences. During the colonization the Spanish, brought with them African slaves, creating a real mix of different costumes, absorbed by the local Indians. Three different ethnicities create our entire heritage. That may be the reason why we are so different coming from the same place. Some experts say that it could also be the reason why the women are so “exotic and pretty”, but I’ll let you judge that!

Color and Line The National flag is a combination of our values and believes: Yellow means the natural richness of the country, the sunrise and it is related to the national tree as well (the Araguaney). Blue: is the sky and the ocean, my country has the privilege to have the Caribbean see along the entire North coast, meaning an all-year-longsummer paradise. Red: Is the blood spilled by the warriors that fought for our independence from the Spanish. The White stars are considered the new republics, the freedom, the happiness, and hope for the new nation. The colors, the energy and the attitude are part of our personality, we are characterized for being: happy and friendly.

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SPAIN

Located on the Iberian Peninsula in southwestern Europe. Modern humans first arrived in the Iberian Peninsula around 35,000 years ago. Iberian cultures along with ancient Phoenician, Greek and Carthaginian settlements developed on the peninsula until it came under Roman rule around 200 BCE, after which the region was named Hispania.

Red is the color of passion, and Spanish are very passionate about everything, it just take to watch them in a soccer match, having a confrontation about anything, eating/cooking their delightful food, dancing or singing flamenco, or saying whatever they think whenever they feel like it. The red is also related toColor music, and Line every city festival is identify by this color in flowers and most of their traditional costumes. The bull-fighting, the Tomatina and the Pamplona’s bulls running are also important cultural events for them, and again red is the protagonist representing the danger, the courage and the blood that can be spill on these occasions.

Yellow represents the spirituality and the religion believes of the Spanish people.

The majority of the country is considered catholic, therefore, a lot of their traditions, architecture and events are related to the Catholicism. Yellow could also be related to their amazing food: Manchego cheese, Paella, Serrano Jam and Wines are some of the delicatessens that can be found in this beautiful and joyful country.

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CONCLUSION

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I have to recognize that is has been one of the best class I have ever taken in my entire career, not only because the importance of color in our profession, also because it has been a fun ride, so let me talk about the reasons.

First, the text book is amazing. I just loved it and will be a part of my regular reference and research to enhance the acquired knowledge. The information delivered is clear and easy to understand. The pictures, the tables, and the charts make it a visual and entertaining source of learning.

Second, the modules and assignments led me to think outside the box, even sometimes forced me to explore a little bit more about what I was studying about. They were entertaining and fun projects that made me realize that color is everything we see, and can make a huge impact in our lives and others, depending on their perception and backgrounds.

Third, because Darci is one of the most creative teachers I ever had, and I enjoy when a professor encourage others to get away from their comfort zone to be more inspired and original in their initial ideas. She doesn’t take things to serious, and that’s one of her best qualities. I laugh a lot when presenting the quiz, suddenly one of the answer was believe that “I was a mermaid”, those are the things I like the most, teaching me on not to be afraid of smile while doing something serious.

Thus, for this reasons and more, this class was excellent!!!

Professor Darci, thank you for this amazing experience.

ADRIANA LACRUZ. SUMMER 2015

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“ Design is about the perfect balance of elements to create a Master Piece�

Adriana Lacruz