Graphic Designer's Essential Reference

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Job:07-26153 Title:RP-Graphic Designer’s Essential Reference PB Edn

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001-035_26153.indd 27 7/12/11 10:32 AM

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(Text)

ESSENTIAL VISUAL STRATEGIES

BASIC TECHNIQUES

To code a system of three or

more components that are

remarkably different from

each other, choose very differ-

ent hues

—

but create a sense

of family by constraining

their values and intensities.

In a system of multiple fami-

lies, try to fi rst establish a

limited palette to distinguish

each family

—

perhaps hues

that are analogous

—

clearly

projecting the fundamental

relationship between the

families as parts of a greater

whole. One might also choose

a highly differentiated hue

for each family, such as

those in a triad, or sets of

complements, and then unify

the families with a single

hue. The components within

each family could be coded

as grades (using the value or

intensity of the family color)

or themselves differentiated

through subtle analogous

relationships.

For components that are

more closely related and

equivalent to each other in

their quality or grade, choose

a single base hue and create

analogous counterparts

for the components by

shifting the temperature.

As an alternative, choose a

single unifying hue and then

combine it with secondary

hues that communicate each

component’s difference, but

still under some limitation

(all still analogous, or of the

same value).

To distinguish components by

grade or level, select a single

hue and, for each grade,

change the saturation or

value, or both.

Color is very effective for coding

—

using

different colors to identify parts of a system,

sections in publications, or counterparts in a

line of products. When using color this way,

the designer’s fi rst concern must be what the

needs of the audience might be in terms of

understanding how the coding relates the

parts to each other. If the project is a packag-

ing system, for instance, are all the products

being packaged remarkably different or

does each represent a grade or level? Is there

one family of products, or are there several

related lines, each with its own subproducts?

The answers to questions such as these will

help determine the complexity that the color

coding must address and, therefore, how

much variation in hue (or combinations of

hues) will be useful to the audience. Although

each component within a coded system must

be clearly distinguishable, the colors used to

distinguish them must bear some relation to

support an understanding that the compo-

nents are a family. Carefully controlling the

aspects of hue, value, saturation, and rela-

tionships created with accent or secondary

colors becomes critical.

Quick, Easy Coding Strategies

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Job:07-26153 Title:RP-Graphic Designer’s Essential Reference PB Edn

#175 Dtp:204 Page:27

001-035_26153.indd 27

7/12/11 10:30 AM