TYPOGRAPHY

Typography is the art and techniques of arranging type and type design. Over the next two weeks we will begin working with type exclusively. We will think about and discuss the following questions. How does text/type influence our thoughts? In what ways can it influence our buying/spending habits? How can the use of text affect our perspective?

Look at the LOGO below:


The logo is so easily recognizable you instantly have all the information you need. It sends a clear message: BUY TIDE!!! Logos are powerful symbols that often incorporate some form of type/text.

Now look at it again...take your time...keep looking...

Think about our unit on color theory. How does the choice of color affect how you receive the intended message?

Blue and orange are complements. They complete the primary triad (triangle on the color wheel consisting of primary colors): Blue, Red+Yellow (Orange).

Notice how the warm colors are in the back. Remember how warm colors jump out and cool colors recede? If this is so, why not make the text warm instead of the cool blue? The answers lies in another area of color theory: emotions. Warm colors are alive and aggressive. Cool colors are calm and relaxing just like the smooth sensation one gets from, you guessed it, "TIDE!!!"

In closing, I am reminded of the late Mitch Hedberg:

“I want to be a race car passenger: just a guy who bugs the driver. Say man, can I turn on the radio? You should slow down. Why do we gotta keep going in circles? Can I put my feet out the window? Man, you really like Tide...”

Benchmarks

On 3/13 we will write reflections in class of the work completed so far. We will have a sketchbook review on 3/16. There should be at least 5 new drawings from outside of class. Last on 3/17 we will have a cumulative vocabulary test.

Commercial Art Unit

This week we are beginning an extensive study of commercial art. We will begin by creating model sheets for characters of our OWN. We will depict our character in 3 views (front, profile and side). More info to come...

We should also have our sketchbooks everyday.

Style

This week we are working on style.(Style-a certain way or ways the artist works.)
This week's objectives:Students will create 6 drawing of personal objects using several different styles.

Technical- accurancy
Graphic-boldness
Cartoon-exxagerated
analogous colors
opposite analogous
Mimic a famous artist

Jose Torres

Sketchbook and Papers

Remember...Sketchbooks are due 1/9/09. Papers should be submitted by 1/16/09 with extra credit for every day they are early.

Vocabulary Quiz

Definitions for Quiz on 1/9/09

Color- The sensation produced when light of different wavelengths falls on the human eye.

Color Theory- practical guidance to color mixing and the visual impact of specific color combinations

Hue- pure color.

Chroma- purity or intensity of color

Saturation- The amount of chroma in a color as a proportion of all the color

Shade – a color made darker by adding black ex. Red+black=maroon

Tint- a color made lighter by adding white ex. Red+white=pink

Primary colors- any of a group of colors from which all others can be obtained by mixing. Red, Blue, Yellow

Secondary Colors- a color resulting from the mixing of two primary colors. Green, Violet, Orange

Tertiary Colors- a color resulting from the mixing of a primary and secondary color. Ex: red+orange=red-orange

Analogous Colors- colors that are next to each other on the color wheel.

Complementary Colors- pairs of colors that are of “opposite” hue and across from each other on the color wheel.

Monochromatic- different values (tints and shades) of one single color

Warm Colors-colors with warmer temperatures. Ex: reds, oranges, yellows

Cool Colors- colors with cooler temperatures. Ex: blues, greens, violets

Space The distance or area between, around, below, above or within things. Space can be two or three dimensional

Horizon Line: the apparent line that separates earth from sky. More precisely, it is the line that divides all of the directions one can possibly look into two categories

Vanishing Point: a point in a perspective drawing to which parallel lines appear to converge.

One Point Perspective: perspective whereby all lines converge on one vanishing point on a horizon line.

Two Point Perspective: perspective whereby all lines converge on two vanishing points on a horizon line.

Contraposto- when a figure’s weight is shifted to one leg: counterbalance

Organic- derived from living matter

Inorganic-not derived from living matter


Review the following techniques and be able to demonstrate:
Stipple
Dry Brush
Wash
Drop-In
Lifting Off

Controlled Use of Color

The following images are excellent examples of contolled use of color. In each, the color is NOT the image. It enhances it. What color schemes do you recognize?

Alex Ross

Bill Sienkiewicz

Dave McKean