IX Reading and Comprehension. Exercise 16. Skim the text C

Exercise 16. Skim the text C. Give the title to it. Define its main points and summarize them. Explain the essence of the work of a graphic designer.

Text D

 

If you’re going to use color effectively in your designs, you’ll need to know some color concepts and color theory terminology. A thorough working knowledge of concepts like chroma, value and saturation is a key to creating your own awesome color schemes.

Hue

Hue is the most basic of color terms and basically denotes an object’s color. When we say “blue,” “green” or “red,” we’re talking about hue. The hues you use in your designs convey important messages to your website’s visitors.

Examples

The primary hue of the background and some of the typography on the Happy Twitmas website is bright red.

 

 

 

 

Using a lot of pure hues together can add a fun and playful look to a design, as done in the header and elsewhere on this website.

 

 

Chroma

Chroma refers to the purity of a color. A hue with high chroma has no black, white or grey in it. Adding white, black or grey reduces its chroma. It’s similar to saturation but not quite the same. Chroma can be thought of as the brightness of a color in comparison to white.

In design, avoid using hues that have a very similar chroma. Opt instead for hues with chromas that are the same or a few steps away from each other.

Examples

 

Combining high and low saturation in the same hue can make for a sophisticated and elegant design.

 

Differences in chroma can make for a visually pleasing gradient.

Saturation

Saturation refers to how a hue appears under particular lighting conditions. Think of saturation in terms of weak vs. strong or pale vs. pure hues.

In design, colors with similar saturation levels make for more cohesive-looking designs. As with chroma, colors with similar but not identical saturations can have a jarring effect on visitors.

Examples

The saturation levels of many of the different hues used here are similar, adding a sense of unity to the overall design.

 

 

Combining colors with similar muted saturation levels creates a soft design, which is emphasized by the watercolor effects.

 

Value

Value could also be called “lightness.” It refers to how light or dark a color is. Ligher colors have higher values. For example, orange has a higher value than navy blue or dark purple. Black has the lowest value of any hue, and white the highest.

When applying color values to your designs, favor colors with different values, especially ones with high chroma. High contrast values generally result in more aesthetically pleasing designs.

Examples

The high value of the yellow used here really stands out against the lower-value black and grey.

 

 

This website combines blue hues with two different values. Because the different values have enough contrast, the overall look is visually appealing.

 

 


Tones

Tones are created when grey is added to a hue. Tones are generally duller or softer-looking than pure hues.

Tones are sometimes easier to use in designs. Tones with more grey can lend a certain vintage feel to websites. Depending on the hues, they can also add a sophisticated or elegant look.

Examples

Tones can give websites a sophisticated look while adding some vintage and antique flair.

 

This website combines blues in a variety of tones, shades and tints.

 

 

Shades

A shade is created when black is added to a hue, making it darker. The word is often incorrectly used to describe tint or tone, but shade only applies to hues made darker by the addition of black.

In design, very dark shades are sometimes used instead of black and can serve as neutrals. Combining shades with tints is best to avoid too dark and heavy a look.

Examples

Jonathan Moore’s website has a variety of different shades of purple in the background (and a couple of tints in other parts).

 

Using different shades together works well, as long as sufficient contrast between them is maintained.

Tints

A tint is formed when white is added to a hue, lightening it. Very light tints are sometimes called pastels, but any pure hue with white added to it is a tint.

Tints are often used to create feminine or lighter designs. Pastel tints are especially used to make designs more feminine. They also work well in vintage designs and are popular on websites targeted at parents of babies and toddlers.

Examples

Caio Cardoso’s website has a variety of green tints in the background and in other elements.

 

The blue tint on Fernando Silanes’s website creates a soft and sophisticated look.

 


 



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