CRAP and Color-- mmmm.

2. 1) Icebreaker till the ice get broke
2) Oh, CRAP
3) Some Color basics
4) A little on rhetorical analysis

3. Icebreaker:
What’s song could come on the
radio right now and cause you to say,
without shame or fear, “This is my
jam?”
For me: “Close your Eyes and Count
to [radio edit]” by Run the Jewels.

4. Last time, we dabbled in some CRAP and
started doing some design and some
rhetorical analysis.
Today we’re going to do a very, very
quick-paced overview of some ideas that
will be helpful: CRAP, then some color
theory and then a bit about rhetorical
analysis.

5. CRAP

6. This is Robin Williams. She’s not Mork, of
course. May that Robin Williams RIP.
She is responsible for a great many
awesome design texts that are reader-
friendly. She wrote the Non-designer’s
Design Book. It’s worth owning a copy, if
you’re interested in design, and we’re
reading most of it.

7. 1. Contrast
Basically stated, contrast means that things that
are similar look similar but things that are
different look clearly different. This keeps your
reader from becoming confused and creating
relationships that aren’t present.

8. It comes, of course,
from literal contrast,
the light-to-dark or
black-to-white of an
image. In design it
often ends up being
about color values.

9. 2. Repetition
Maybe the easiest of these four concepts to define,
repetition is, just as you’d guess, repeating something– a
color, a logo, a typeface, a type style.
It unifies and organizes.

11. 3. Alignment
Alignment is about positioning on a page.
Nothing should be put on haphazardly. There
should be a reason and a measurement that
guides where things are placed in relation to
each other.

13. 4. Proximity
Proximity is very similar in theory to alignment, but it’s
more about grouping and use of white space.
Basically: similar things are grouped together, different
things require space.

15. I want to start our consideration of color with
some infographics, then some summary slides
for us to use to discuss. The infographics are
all links if you want to download this and look
closer at them after class or at some later
point.

21. RED
• Energy
• Love
• Passion and lust
• Anger
• Danger
• Makes you hungry
• Is considered “cheap” in advertising
• But definitely draws attention

22. BLUE
• Stability
• Calming
• Is the most popular color in America
• Creates comfort in advertising
• Male (for kids)
• Winter
• Cold

23. YELLOW
• Energy
• Not welcoming– paint your guest room yellow if you
want guests to leave quickly
• Summer
• Warm

24. GREEN
• Nature
• Spring
• Environmentally safe or friendly
• Money!
• Creativity
• Fertility

25. ORANGE
• Caution
• Is the LEAST popular color
• Autumn (Pumpkin Latte? Yes, plz)
• Halloween
• Ohio sports (lol)

26. PURPLE
• Royal (and we’ll never be royals---royyyyaaaaaals!)
• Premium
• Grape
• Exotic

27. PINK
• Female
• Plush
• For a long time, it was the LGBT color (before the
rainbow)
• Love
• Inner peace

28. WHITE
• Purity
• Life
• Premium/Deluxe (products)
• Clean
• Fresh
• Death (ironic?)

29. BLACK
• Premium
• Refined
• Death
• Professional
• Also Death
• And Death
• Death, too

30. Silver and Gold
• Premium products
• Sophistication
• Valuable
• Futuristic (silver, at least)

31. We will do so much more with color, but one
thing I like to talk about early on is that one of
the very best ways to create a color palette for
something is to draw it from nature.
Natural colors go together even if we think
they don’t. It’s a paradox. If nature put them
together OBVIOUSLY they go together and
we’d feel comfortable seeing them together.

36. Rhetorical Analysis

37. The point of
rhetorical analysis
is merely to
read with understanding.
(p. 320)

38. Aristotle:
Rhetoric may be defined
as the faculty of observing in any given case
the available means of
persuasion.

39. Rhetorical analysis: to
read/observe/critique
any “text” with an
understanding of the
context and available
means of persuasion.

40. What does that include?

41. Everything.

43. Ethos.

44. Pathos.

45. Logos.

46. Kairos.

47. Style.

48. Audience.

49. Purpose.

50. Context.

51. Metaphor.

52. Story.

53. Delivery.

54. Culture.

57. Read for class: From Logo Design
Workbook (linked from Canvas): read
"Why a logo?" "What is a logo?" "The Ten
Rules" and "Logo Development"