Flores Color Theory

COLOR T H E O R Y

K R I S T E N

F L O R E S

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C O N T E N T S you + color theory + color designers + color film + color balance + color photography + color rhythm + color retail + color proportion/scale + color hospitality + color rendering + color workplace +color culture + color

Y O U + C O L O R

Objectives Create a personal wordpress page for design work to serve as a personal portfolio .

Outcomes After completion, my website has design work from previous semesters and is up to date. This module helped my organize my work for myself and now my work can be viewed by others.

THEORY+ COLOR

Objectives Identify and use basic color vocabulary, comprehend how the human eye perceives color, and recognize the diversity of color principles, theories, and systems.

Outcomes This chapter gave me a better understanding of color and how it is used through basic terms.

DESIGNERS + COLOR Objectives Understand the relationship between design concept and the use of color, design a presentation that explains information in an accessible way and follows a concept and palette, clearly present an analysis of a designer and a project.

Outcomes I decided on the Why Factory and learned not only about the company and designers but how meaningful color is in design and how it makes people feel a certain way.

THE WHY FAC TORY

M V R D V

Founded in 1993 by Winy Maas, Jacob van Rijs, and Nathalie de Vries in Rotterdam, Netherlands.

Focus on urban landscape, the public realm, and the influence of architecture on the everday lives of the inhabitants and users of each project.

Research based approach that focuses on spatial innovation with an emphasis on the social and environmental impact of buildings.

THE FACTORY Designed by MVRDV, The Why Factory is a three story structure that houses lecture halls, research facilities, and meetings rooms.

It is the “think tank� research facility located at Delft University of Technology, run by the universities Faculty of Architecture and MVRDV.

WHY

The main reason the color orange was chosen as the focal color in the design was because the designers wanted the factory to stand out from the rest of the Delft University.

Orange emphasizes the independence from Delft.

ORANGE? The color represents happiness and combines the stimulation of red with the cheerfulness of yellow.

It relates to “gut instinct� and offers emotional strength.

Represents spontaneity, optimism, and enthusiasm, and aids in the assimilation of new ideas.

COLOR PALETTE The main colors used throughout the project are orange, black, and white.

Orange being the color of the main structure inside the building, and black and white being accent colors.

Black and white are used so that no other color takes away from the major focus of orange in the design.

The interior of the work rooms inside the main structure are all white and work friendly, while the exterior work spaces are black. This emphasizes the unity of colors within each space therefore representing unity in the entire space.

MAIN POINTS Designed by MVRDV Research facility located at Delft University of Technology, called “think tank” Orange is the focal point, representing independence from the University The color represents happiness, “gut instinct”, spontaneity, and optimism Design keeps focus on orange by using black and white as accent colors delineating space

REFERENCES http://www.mvrdv.nl/en/about http://www.mvrdv.nl/en/about/principalarchitects http://www.mvrdv.nl/en/about/the-whyfactory http://www.mvrdv.nl/projects/tribune http://www.dezeen.com/2009/11/30/the-whyfactory-by-mvrdv-and-richard-hutten/ http://www.empower-yourself-with-colorpsychology.com/color-orange.html

FILM + COLOR Objectives Understand that each person responds to color differently, and start to identify how their personal experiences influence their response.

Realize that color can effect people’s health, understand that color should be integrated into every phase of the design process, and be familiar with Color Marketing Group and their importance in the field of consumerism.

Outcomes It was very interesting studying how film makers are very precise about their use of color. It is very important to know what colors evoke what feelings especially when trying to make an audience feel a certain way through film. The film Her was a great example of this.

KF

her

Spike Jonze

Film Summary

Theodore is a lonely man who works as a personal letter writer. Depressed and in the middle of a

divorce, he decides to purchase an operating system (OS).

This OS has artificial intelligence and Theodore decides it will be a female, who calls herself Samantha.

They eventually form a bond through deep conversations and Samantha proves to be a unique and

interesting character to Theodore, which he eventually falls in love with.

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In the beginning of the film, friends of

Theodore, Amy and Charles, are shown

always wearing white. This foreshadows

the future when they eventually split

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and there is a neutral acceptance.

White is also blended with other color

palettes throughout the film, showing

the transition from one emotion to

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another.

The Color Palette

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Neutrality, Acceptance, Innocence

Loss of Distinction

Relaxed, Natural, Peaceful

Boredom, Comfort, Natural

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Catherine is shown dominantly wearing blue, representing

her sadness and her lack of comfort throughout the film.

She feels discomfort with her writing as well as herself in

general. Theodore is also shown wearing blue in a scene

where a surrogate enters the room, showing his discomfort.

Another instance is when Samantha reveals she is leaving

him, he is also wearing a blue shirt.

The Color Palette Depression, Isolation, Loneliness, Discomfort, Introvert

Envy, Inexperience, Immaturity, Guilt, Depression

P i n k

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R e d

These are the main colors worn by Theodore throughout the film. They show his acceptance to his

situations, whether he is content with them or not, as well as love for the people around him. Another

character Amy begins to wear red once she splits from Charles and remains wearing this color for

the rest of the film. Orange is also a color used to show Theodore’s joy and freedom, his coat being

orange as well as the subtle hint of it on the cover of his water bottle.

The Color Palette Courage, Passion, Excitement

Acceptance, Love, Delicate

War mth, Brightness, Happiness, Strength

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The Color Palette Caution, Nervousness, Uncertainty, Confusion

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Gloom, Melancholy

L L

Yellow is used the least of the main colors used in the film. This color is used in

O W

scences where Theodore is confused. He is confused when he gets an unexpected

reaction from a little girl who finds out he is dating his OS. This is when he

begins to think about his relationship with Samantha. He then finds out about

Samantha’s other relationships, leaving him even more confused and uncertain.

BALANCE + COLOR Objectives

Understand the different components of balance, distinguish between symmetry, assymetry, and radial balance,and know the types of color balance: value contrast (light and dark), hue balance (complimentary), and intensity contrast (bright and dull).

Outcomes After the completion of this module, I was able to learn just how important balance in color is. Having too much of anything can be overwhelming, and when doing so with color in design it can just make something very unappealing to the eye.

PHOTOGRAPHY + COLOR Objectives

Go outside and explore and take 20 pictures of something that catches your eye. Edit the images to your liking and make a slideshow on your WordPress page.

Outcomes This module helped me see my surroundings differently. Even the smallest things in my own backyard turned into the most amazing photograph. Nature is the best way to enjoy the colors that were given to us naturally.

RHYTHM + COLOR Objectives

Discuss the concept of rhythm; what it is, where it originates, and how it is used in design, and istinguish between repetition, alternation, progression, continuation, and radiation.

Outcomes After completing this module, I have learned that just an overall flow of a space is vital in design.

R E T A I L C O L O R

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Objectives Understand how color and contrast can create focal points in a space, and distinguish emphasis from value, hue, textures, and shapes.

Outcomes I chose Spin Gallery to study for a few reasons; it is very much my style, it has an effortless design, and it shows great examples of value, hue, textures,and shapes. Oh! AND it is owned by a family friend!

Retail Analysis | Kristen Flores

T A B L E O F C O N T E N T S The Owner + Spin Gallery Contrast of Hue Contrast of Value Contrast of a Design Feature Contrast of Texture Focal Point References

THE OWNER + SPIN GALLERY Located in Wynwood, Spin Gallery opened its doors to the public on January 23, 2016. The shop originated as an online store, with stock located in an empty room at the owner, Ashley Artidiello’s, house. There are handpicked clothing items, as well as handmade goods, by the owner herself. There are even a variety of workshops and events available, such as terrarium making, flower crown workshops, and so much more.

Visit their Wynwood location: 251 NW 23rd ST Miami, FL 33127 or at their website: www.spingallery.com

CONTRAST OF H U E

Contrast of hue is when colors opposite eachother on the color wheel are used together. The combination of these colors creates a stand out from everything around. Located in the front of Spin Gallery, there is a mixture of purple and yellow, as well as blue and pink.The plant life and pots have neutral tones infront of the well and offer a less intense experience to create a balance within the space.

CONTRAST OF VA L U E

Contrast of value is a light / dark contrast usually of black or gray vs white.

This form of contrast adds emphasis to design without the use of chromatic hues. At Spin Gallery the walls and decor are mostly white with beige and light browns. The use of a plant brings a value contrast while also tying in a natural experience.

CONTRAST OF A D E S I G N F E AT U R E

Contrast of a design feature is when there is empahsis shown in a design, whether it be words or colors. From the moment you walk in, the door has contrast. Not only is it a white door with black letters, there are letters bolded throughout in order to emphasize the main points throughout what you are reading. The paragraph is a statement of what the store offers to a customer and an important design feature for Spin Gallery.

CONTRAST OF T E X T U R E

When different textures are used in a space, there is an emphasis added to the design. A smooth texture vs a rough texture creates an interesting surface change. There is a wide variety of textures used in this image, all showing smooth vs rough textures. There is a smooth plastic mannequin head sitting on a rough concrete block. The rough concrete block has a piece of smooth wood resting in front of it. There is also a spikey cactus sitting on top of the rough concrete block.

F O C A L

P O I N T

The focal point of a design is the element that has the most visual emphasis over everything

else within the space. The large dark wood wall at the back center of the store is the focal point of the space. It is emphasized in its color as well as its size. It is a dark wook wall in a room of white walls, making it the most notable element in the space.

R E F E R E N C E S w w w. s p i n g a l l e r y. c o m Reed, R. (2010). Color + Emphasis. Color design: Tr a n s f o r m i n g i n t e r i o r s p a c e . N e w Yo r k : F a i r c h i l d B o o k s .

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PROPORTION/ SCALE + COLOR Objectives Understand that using a proportion system can provide an accurate color proportions, discuss the difference between scale and proportion, and utilize the repetition of color to unify a design.

Outcomes By completing this module, I learned hot to not overwhelm a design with any certain color, but rather to use scale and proportion to find a balance in color use.

HOSPITALITY + C O L O R Objectives

Understand that using color in conjunction with line, shape, texture, and pattern gives the designer the capacity to add visual stimuli and create a variety of experiences for the users of the built environment, and identify how color and variety are used in hospitality environments.

Outcomes This module was very interesting when learning about line, shape, pattern, and texture in the 1 Hotel & Homes South Beach. These design choices are very strategic throughout the entire design to make guests feel a certain way without even knowing it.

1 HOTEL & HOMES Meyer Davis Studio // South Beach, Florida

K r i s t e n Fl ore s

SHAPE

PATTERN

The tree roots used in the lobby are a feature that show organic shapes within the space. It also reminds the guests that the brand is eco friendly and cares about the environment. They are able to mix design and nature in an organic and fluid way.

L O B B Y

TEXTURE

The visual and tactile quality of this wall is a smooth and earthy feel. Breaking apart from a solid white wall to give emphasis to the green reinforces the importance of nature to the hotel.

Through the repetitive arrangement of wood in a horizontal sequence, there is a pattern throughout the lobby.

Different colors and sizes of wood offer variety within the repetition but still keep to the main smooth and natural feel through material and colors chosen.

LINE

The vertical lines within the lobby symbolize stability and strength.

These lines also emphasize the height of the space. There are thicker lines to show emphasis in certain areas of the same space.

SHAPE

PATTERN

By using round seating in the space, there is the representation of fluid movement and allows the eye to travel around the space freely. The circular shape also offers a sense of calmness, and the white offers a sense of purity within this design feature.

SANDBOX BAR

TEXTURE

The ceiling in the sandbox bar is composed of thin long strands that are twig like.

This offers a rough texture above the lounge area of the bar, while also keeping with the natural feel the hotel aims for throughout.

The pattern that stands out most within the space is the natural pattern brought about by the natural light coming through the ceiling design. Mixing two natural elements to create a pattern with shade and light shows just how important nature is throughout the hotel.

LINE

Line is used differently in this space. The horizontal lines above and below the bar area reminds one of a body at rest.

Horizontal lines also increase perception and sensation of a space, making it feel relaxing and calm. Horizontal lines also emphasize the width of the space.

IMAGES http://miami.curbed.com/2015/4/7/9973318/1-hotel-photo-tour http://www.urdesignmag.com/architecture/2015/05/22/1-hotel-south-beach-miami/ http://www.1homessb.com/southbeach/hotel/ https://www.pinterest.com/pin/81557443229082305/ http://www.hotels.com/ho261426/1-hotel-south-beach-miami-beach-united-states-ofamerica/ https://www.pinterest.com/pin/293085888227796464/ http://www.oyster.com/miami/hotels/1-hotel-south-beach/photos/sandbox-bar--v7211977/ http://www.oyster.com/miami/hotels/1-hotel-south-beach/photos/sandbox-bar--v7211335/ http://www.oyster.com/miami/hotels/1-hotel-south-beach/photos/sandbox-bar--v7211307/ https://1hotels.com/south-beach/storage/articles/bars/bars

RENDERING + COLOR Objectives Choose an image from the options given, use the color palette to render a photoshop image of a living room.

Outcomes After completing the module, I understood the importance of the 60-3010 rule as well as having a primary and secondary color and the rest of the palette be accent colors.

DOMINANT

M.11 Color + Rendering K

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ACCENT 1

ACCENT 3

This dandelion image stood out as it has ACCENT 2

various shades of blue as well as neutral tones. The calming colors of the image

SECONDARY

ACCENT 4

is why I chose it and I figured it would be a visually appealing color scheme for a room.

BEIGE- is neutral, calm, and relaxing. It offers some of the warmth of the color brown and the some of the crisp and coolness of the color white.

PURPLE- combines the stability of blue and the energy of red. Light purple evokes romantic and nostalgic feelings.

BLUE- often associated with depth and stability, it is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect.

Light blue is associated with health, healing, tranquility, understanding, and softness. Dark blue represents knowledge, power, integrity, and seriousness.

The color scheme used is analogous as well as monochromatic. It is analogous by using blue as well as purple, which is next to blue on the color wheel. The monochromatic scheme is shown by using different shades of blue. The palette is a very cool palette, giving a calm feeling when experiencing these colors all together.

While working with the 30-60-10 rule, the primary color is the light grey, the secondary color used are the shades of blue while the tertiary color would be the purple. This tertiary color offers a medium between the beige/light grey and the blue.

WORKPLACE + C O L O R

Objectives Understand that using color in conjunction with line, shape, texture, and pattern gives the designer the capacity to add visual stimuli and create a variety of experiences for the users of the built environment, and identify how color and variety are used in workplace environments.

Outcomes These design moves are very strategic especially in a workplace where it is meant to keep workers productive when they are there.

ZIMMERMAN ADVERTISING Gensler // Ft. Lauderdale, Florida // Workplace Design Analysis

Kristen Flores

LINE

Lines connect points within a space. This space uses horizontal lines on the ceiling as well as the stairs. Horizontal lines emphasize width in a space and make the open plan feel even bigger.

SHAPE

Shape results from two or more lines coming together to form a two dimensional image.

Triangular shapes show stability while using angles and diagonals to create visual movement and energy.

TEXTURE

Texture adds harmony through sense of touch.

The texture on the wall is emphasized by having only smooth surfaces surrounding it, making it a focal point in the space.

PATTERN

Pattern is created when shape and color is repeated in an arranged manner. The repetitive pattern of circles on the glass walls as well as on the ceiling represent a fluid movement and their different sizes add rythm and movement to the design.

THE EXPERIENCE Variety is the principle of design that is concerned with the combination of on or more color elements with shape, form, pattern, and texture to creat diversity in an interior space. The Zimmerman Agency uses hard red lines that are vertical but become horizontal as they work up to the ceiling.

This symbolizes stability and leads the eye across the space, being the one main accent color throughout. There are different shapes used in the space, mainly triangles and circles; circles (used for their main pattern as well) being the smooth shape that allows your eye to move freely while the triangle represents the stability of the interior. Rough texture is used in a subtle way and painted white but is still made a focal point by being surrounded by smooth elements. Each element stands out and is made a focal point within the spaces used, making the move even more powerful.

THE COLOR PALETTE

C U LT U R E + C O L O R Objectives

Develope knowledge of the historical, cultural, and symbolic meanings of color as well as understand that religious, political, and social values shape color symbolism and meaning, and that color planning should consider cross-cultural differences

Outcomes After learning about my own culture as well as a culture of choice, it is very interesting to learn how different cultures can use the same colors in very different ways, which becomes very important when designing for any client.

CUBA + INDIA COLOR + CULTURE K R I S T E N

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My culture and country is Cuba.

Cuba is the largest island located in the Caribbean. The island is known for the beautiful beaches, the mountain landscape, as well as their cigars and food.

Cuba is a color place with many vibrant colors and people. Alot of blue and cool hues match the natural landscape of Cuba.

The flag is red, white, and blue. The three blue stripes are symbolic of the three original provinces. The triangle represents equality, liberty, and fraternity. The red symbolizes the blood sacrificed by the patriots of Cuba.

I N D I A

I N D I A India is a very interesting South Asian country. It has diverse terrain, from the Himalayan peaks to its Indian Ocean coastline. It has vibrant and intricate design in clothing, religion, architecture, and everything in between.

Color in India is closely related to religion and an expression of faith. There is a lot of bright warm colors in almost all designs throughout the diverse country.

Red is the color associated with one of the most revered goddesses in Hindu mythology, Durga. Red also commemorates the union between two people.

The color blue is associated with Lord Krishna, one of the most favored gods in India. Green symbolizes a new beginning, harvest, and happiness.

Their flag consists of orange, white, and green stripes, all equal in proportion. In the center, there is a navy blue wheel that represents chakra, which is the center of spiritual power in the human body.