Color Theory Final Booklet Denise Shneiderman

COLOR DENISE SHNEIDERMAN

T H E O R

00

01

WHO AM I?

08 COLOR + EMPHASIS

COLOR+ CULTURE

09 COLOR + WORKPLACE

03

05

COLOR + DESIGNERS

COLOR + “THE MOVIES”

10 COLOR + HOSPITALITY

00 WHO AM I?

DENISE SHNEIDERMAN HELLO HOLA SHALOM BONJOUR

CARACAS, VENEZUELA

I am a Jewish Venezuelan. I ran away from the government 5 years ago to get a better future. I moved to Paris to study french for eight months and then moved to Miami to study Architecture. I will always carry my country in my heart, it is a lovely place that I love to visit.

It is sourrounded by hills with warm and kind people, beautiful sunsets, and delicious food.

MY FAMILY I am the youngest of three brothers, I live in Miami with two of them, while the biggest one and my parents still live in Venezuela. I miss them every day!

I have two beautiful nieces, Yael is four years old and Shira just turned one.

MY BROTHERS & FRIENDS These are the two brothers that live in Miami with me, with their respective wives. From left to right: Daniel, Pola, me, Valentina and Bryan.

Venezuelan friends from High School.

Friends from Florida International University.

MY CAREER

Iamafifth-yearstudent in the Accelerated Master of Architecture Program at Florida International University.

I am impressed of how Architecture shape our lives in so mane ways. It dictates the way we move, walk, sleep.

It is amazing the power we have to create unique experiences with simple moves.

Here, I am in my finalpresentationfor Comprehensive Design Studio.

PROJECTS TheleftpicturereflectsthemainentranceofaCommunity Center in New York, a project of Comprehensive Design Studio. It is open to the public, and relates to the street with their exposed balconies.

On the floor it has vault lights, reflecting the light into the basement art gallery.

Wood Thick wall, based on Toyo-ItoTodsbuilding.

CNC model of ground manipulation for Alice Wainwright Park.

GREECE I had the opportunity to visit Greece on summer of 2018.

I expereienced the contrast of colors, between the white architecture,theblueskyandtheburgundyfuchsiaflowers.

Walking on Mykonos streets, created a balance of inestability due to its irregular pavement but at the same time it grounded yourself on the hills.

The intense light from the sun, brightened every narrow street, heating the gray stone pavement.

ITALY

I traveled to Italy on summer of 2018. I experienced the earth colors, brown, orange, yellow tones from the architecture, which made contrast with the blue sky and water.

The beige cathedrals on the big plazas made you feel like a tiny ant walking.

H O B B I E S

I love to spend time with my friends.

I like to practice sunrise yoga.

The beige sand, yellow sun and bright sky brings me the peace I need to start my day!

I like to paint during my free time,Idrewagreenbutterfly, that reminds me to a free soul.

I enjoy being the host, and invite friends and family to my house. I did a cheese board and opened some wine.

I go to play tennis with friends for fun, it makes me clear out my mind amd have a good time.

COLOR

There is nothing more pleasant than to see nature’s colors every day.

SHADOWS SUNSETS SUNRISES MOUNTAINS MOON OCEAN PALM TREES

01 COLOR + CULTURE

VENEZUELA

Medanos

Venezuela is located at

National Park, is located in the

America. It is characterized

north-westofthecountr

by its mountains, beaches,

state of Falcon, near Coro’s

and

city. Themassive sand dunes

tropical weather. The

yellow represents the wealth

were created in 1974 and they

of the soil, the nation’s riches,

cover 35sq mi and reach 130 ft

agriculture, and the sun.

in height.

This is a typical Venezuelan

is the Araguaney. It is a

dish called “arepa”. It is

beautiful 12 meters high with,

inated from indigenous tribes

yellowflowers,darkwood

in Colombia and Venezuela. It

andsmallflathelixseedsof2

ismadeoutofcornflourwith

inches aprox.

water.Itcanbefilledwith, cheese, meat, vegetables.

between March and May.

Coro

the northern end of South

The National Tree in Venezuela

Araguaneyflowersbloom

de

orig-

Los Roques National Park

The color blue, represents

is a Venezuelan archipelago

the Sea of the Caribbean that

in the Caribbean Sea. The

surrounds the country, as well

park is distinguished for its

as the Venezuelan beaches.

isolated,white-sandbeaches, windsurfing,fishingand sailing.

The Angel Falls is the world's

The Pico Bolívar is the highest

highest waterfall. It is located

mountain in Venezuela, at

onsouth-easternpartofthe

16,332 ft. It is located in Mérida

country in the Parque Nacional

State at the west of the country.

de Canaima, a place declared

Its top is permanently covered

a World Heritage Site by

with snow. The peak is

UNESCO in 1994. Its total

named after the Venezuelan

height is 3211ft, with a drop of

independence hero Simon

2646ft.

Bolívar.

Venezuela is marked by a mixture of cultures between the natives, the Spanish and the slaves from Africa that the colonizers brought with them.

The Spanish, Italian and Portuguese migration resulting from the Second World War brought new cultures in the country. Those are typical indigenous craft, neck souvenirs, found in La Gran Sabana,Venezuela.

The color red, represents

This sculputure is called Cube

the nation’s independence

and Virtual Sphere, made by

from Spain. It symbolizes the

the Venezuelan artist Jesus

spilled blood in the battle of

Rafael Soto known for his

independence from Spain.

kineticsculpturesandla scale installations.

The Aula Magna, an indoor concert hall at the Central University of Venezuela, declared a World Heritage Site in 2000

by UNESCO.

JAPAN

Japan is an island country located at the east coast of composed of a white banner with a red disk at the center which represents the sun. It is known as the “Circle of the

The main religions of Japan

sun”.

are Shinto and Buddhism some practice Christianity.

The kimono is the most famous

In Japan, the dragon

garment worn in Japan, it

symbolizes the perfect mix

means “thing to wear” and

of good and evil. The colorful

are mostly worn by women

dragon is known to have

on special occasions. White

supernatural powers, wisdom

wedding kimonos represent

and symbolizes balance,

purity and symbolize their

freedom, and good luck. They

departure from their family or

are seen in buildings and

death.

gardens.

The Japanese aesthetic follows a minimalist design, to create a quiet and simple environment. The term “kanso”, is a japanese concept which means simplicity and consists of gettingridyourspaceofthenon-essential.Thetermremindus that material belongings are impermanent.

The interior colors are an extension of the Japanese landscape bringing harmony between life and nature.

Japanese houses have a large roof and deep eaves to protect the house from the hot summer sun. The walls of houses were made of woven bamboo plastered with earth on the sides. The weight of roof is supported by the frames of the house.

Other colors In

Yellow symbolize courage.

Pink denotes youth, life,

Japan

Warriors were known to wear a

happiness, and spring and new

yellowflowerinbattles.

beginnings.

Blue represents the sea and

Purple, a ceremonial color,

the sky.

represents royalty and nobility and is prohibited in weddings.

R

Orange, represents the

Green represents nature,

knowledge and civilization of

freshness, vigor, and good luck.

Japan, seen in dishware and textiles.

https:/wsimag.com/science-and-technology/625-flyingseeds-of-venezuela http:/www.artnet.com/artists/jes%C3%BAs-rafael-soto/ https://peakvisor.com/peak/bolivar.html https:/mybestplace.com/en/article/salto-angel-the-highestwaterfall-in-the-world https://www.lonelyplanet.com/venezuela/canaima/attractions/ salto-angel-angel-falls/a/poi-sig/104758/ https://www.freejpg.com.ar/imagenes/premium/501286638/ accesorio-para-el-cuello-pemon-souveniers-mercadoindigena-canaima-venezuela https:/www.independent.co.uk/life-style/kanso-japan-interiordesign-concept-feng-shui-zen-clutter-simplicity-a832901. html https:/thejapaneseway.com/are-dragons-in-japaneseculture/#:~:text=It’s%20believed%20that%20the%20 dragon,%2C%20freedom%2C%20and%20good%20luck. https:/japanhorizon.com/japan-flag-meaning/ https:/study.com/learn/lesson/colors-japanese-chineseculture.html Book: Color Plus Design “Transforming Interior Space by

REFERENCES Ronald Reed.

03 COLOR + DESIGNERS

M V R D V

MVRDV is an architecture and urban design practice founded in 1993 by the Dutch architects Winy Maas, Nathalie de Vries and Jacob van Rijs, who studied at Delft University of Technology.

It is based in Rotterdam, the Netherlands, and provides solutions to contemporary architectural and urban issues around the world, envisioning a better future for the cities and landscapes.

Their design varies from all building types and sizes, urban plans, visions, exhibitions and installations.

THE WHY FACTORY The Why Factory is an independent think tank and research institute by MVRDV and Delft University of Technology, located in Delft, Netherlands.

Itwasbuiltin208onthetopflooroftheFacultyBuild

oftheTechnicalUniversity,butdueafire,itwasre in 2009 in a former courtyard, surrounded by the glass and steel structure designed by Eekhout and the original facades of the monumental historic building.

The Why Factory explores the city of the future providing and agenda for architecture and urbanism. The interior space is intended to adap to several uses such as work, study, meetings,filmprojections, events, storage.

ORANGE

The Why Factory distinguishes itself from its surroundings due to its bright orange color. This color was chosen to emphasize the independent status of The Why Factory within the Delft University of Technology.

The power of the orange color gives its users a clear intention.

Theorangefloorspacemarksthestudent’sterrit are placed on top of their mentors.

The color orange combines the energy of red and the happiness of yellow. It is an active color associated with determination, joy,enthusiasm, creativity increased activity and success, being the features a The Why Factory invokes.

In the Why Factory, the orange color have many purposes, it does not only have its exterior intention by being distinguished from its surrounding, but it also enhance and relates with the purpose of the program for being a think tank. In other words, the orange color’s meaning (creativity, determination,success) is correlated with The Why Factory purpose (research institute).

It is amazing how a color can determine and express an idea, value or information.

Colors can show an intention which can be represented indi-erentwaysandwith di-erentpurposestothepublic when designing.

CONCLUSION

REFERENCES

N

https://www.mvrdv.nl/about https:/www.mvrdv.nl/about/team/1/winy-maas https:/www.mvrdv.nl/about/team/2/jacob-van-rijs https:/www.mvrdv.nl/about/team/3/nathalie-de-vries https:/www.archdaily.com/tag/the-why-factory https:/www.mvrdv.nl/projects/368/the-why-factory

05 COLOR + “THE MOVIES”

HER

HerisanAmericanscience-fictionromanticdramafil was written, directed, and produced in 2013 by Spike Jonze.

ThemaincharacterofthefilmisTheodoreTwombly(Joa Phoenix), who develops a relationship with Samantha, an

artificialintelligencevirtualassistantper

femalevoice(ScarlettJohansson).Thefilmtookplace Angeles.

Each scene is carefully crafted so that every color in itself can tell the story and what is going on during that sequence. The primary color used is red, which represents anger, desire, agression, love an passion.

COLOR

These scenes take place at the beginning of the movie, where Theodore is reading outloud the letters that he writes for his job. You can notice he is writing them with a lot of passion from the bottom of his heart.

The scene begins with strong but warm colors, such as red and pink, which means the passion and love that he has for

hisjob,anddi-erentshadesofbrownandbeigetha his comfort and stability writing letters.

1 Theentireo-ceissurroundedbythesamecolorpalette,with red shadows and warm colors to portray the feelings to the audience.

However, as the movie develops, it emphasizes Theodore’s loneliness and being lost in the world. Therefore, his red clothes makes him popped the change he want to achieve, his desire for love.

Theodore’s environment is surronded by red, since he is looking for that love he desperately wants.

2

Theodore is looking company, then when Samantha, the virtual assistant appears as a new possibility for care and love, which is also associated with red.

Theartificialintellige device and software is also in red.

In this scene, Theodore is dating a women after his divorce. He was very excited to meet someone new.

Here appears a new color, yellow, combined witht the red.

This warm colors represent the happinnes, joy, desire and passion that both characters are displaying in the scene. It is interesting how the shirt color was exchanged, and in this case the woman is wearing red for love.

3

4 Here Theordore is developing a strong lovely and intelectual relationship with Samantha, so the color palette remains with the warm red and brown colors. However, at night it varies since Samantha is not physically with him, making the scene more cold.

C

In this scene, almost towards the end of the movie, Theodore is wearing a yellow shirt, which expresses his feelings at that moment. He was experiencing a technological problem with Samantha and was not able to communicate with her. He ran outofhiso-cedesperatelylookingforsignal.

5

The yellow on the scene and clothes represent his caution, alert feelings. It is easily depicted that he might have thought that something bad happenned in their relationship that he was not aware of. Hence his feelings of dishonesty, nervousness, caution and maybe hope that she was going to answer him soon relates with the color palette.

CONCLUSION “Her” creates a rhythm throughout the movie evoked by the visuals which are reinforced by

its color palette. The colors they selected communicated the feelings, personality, mood and intensity of each scene. The colors red and yellow were consistent throughout the movie since they connected with love, passion, happinnes, caution, hopefulness. These colors were backed up with brown and beige tones on the background, which create a soft and peaceful scen, pleasant to watch.

https:/postpace.io/blog/the-e-ect-of-color-on-the-storytelling-of-the-movie-her/#:~:text=Look%20at%20the%20di-er shades,is%20also%20associated%20with%20red. https://www.youtube.com/watch?v=g4rmxAwlwgI https://www.youtube.com/watch?v=aXgFcNUWqX0 https:/digg.com/video/film-color-emotion-video

REFERENCES

S

08 COLOR + RETAIL

NIKE NYC HOUSE OF INNOVATION 000

The concrete structure from Nike known as the House of Innovation 000 is located in New York City at 650 5th Avenue. It was constructed in 2018 and it compromises a six

stories(includingabelow-str levelfloor)coveringmorethan 68,000 square feet. The retail store isseenas“onefloor,oneworld” concept, establishing a distinctive architectural experience on each level.

CONTRAST OF HUE

The nike store uses colors that create constrast and are opposite to each other to create interesting focal points. In this picture, it is evident the use of color red to pop out the sneakers exhibition and invite people to come a see. It constrast with the white walls, white brightscreen,andgrayfloor.

Theintroductionoftheredcolorinthisminimalismgroundfloorspacedraw attention to the shoes, increasing the client’s desire and curiosity.

CONTRAST OF VALUE Theinteriorsofthespaceboasta“onefloor,oneworld”layout.Thisfloorenhancesalight/ dark contrast of gray and white values. In this space, no other color is marked such as red or purple.Thebrightwhitelightscontrastwiththedarkgrayfloor.Thereisacontrastofthewhite backgroundandtheuseofwhiteneonlightthatrelfects . onthegrayfloor

CONTRAST OF VALUE On the other side, here is another example of contrast of value. There is no other remarkable color, other than the colored merchandise. It is pure white, making reference to a shoe heaven.

CONTRAST OF A DESIGN

Inthisretailfloor,theinformationisgiveninadi

Themerchandiseisplacedinadi-erentstructur furniture or art object. The shape of the structure itself calls the users attraction, not only inviting them but also guiding them to keep visitng the store.

Here, the white and black contrast can be a some overwhelming, however the black lines are drawn to

guidetheusertothedi-e spaces.

CONTRAST OF TEXTURE

TheNikeStorecombinesdi-erenttexturesandel

inthedistinctivefloors.Thesearelabsthatfea spaces designated for personal consultations.There is a combination of rugs, textile chairs, steel roof, and metal vaults for the entrace of the rooms.

The smooth of the rug vs the rough of the metal creates emphasis in these labs.

Here,therearedi-erent materials used to exhibit the clothing. The gray stonepatternonthefloor isreflectedonthemirrored rectangules where the mannequins are standing, and it is contrasted with the smooth jacktes and pants, with the help of the white ceramic wall.

FOCAL POINTS There are several steel focal points where the merchandise is placed, creating a repeated pattern of how to explore the products. This, combined with powerful and dominant colors, such as red.

R These focal points can also been noticables from the street. The red light calls the user attention making them contamplate about the program’s store. The red thick line highlights the shape of the interior stairs in constrast to the continuous facade.

REFERENCES https:/contractdesign.com/projects/retail/a-league-of-its-own/

https:/contractdesign.com/galleries/projects-retail/nike-fifth-avenue/?articletitle=A%20League%20Of%20It Own&articleurl=https:/contractdesign.com/projects/retail/a-league-of-its-own/#1 https:/www.nike.com/retail/s/nike-nyc-house-of-innovation-0 COLORPLUSDESIGNTransforming interiorspace3rdEditionbyRonReed

09 COLOR + WORKPLACE

Zimmerman’s Advertising

buildingislocatedinFo Lauderdale, Florida and it was designed by Gensler

desingandarchitectur

Itisathree-storyworkp which represents the brand’s belief in the power of new ideas.

The design is meant to energize the space, insipiring and supporting employees and clients.

ZIMMERMAN ADVERTISING

PREDOMINANT COLOR

Thebuildinghasaglassfacadewiththebrand’slarge-scale red logo. The size and color selection shows a strong sense of power and control,being a focal point. The indoors of the workplace algo carries the logo, providing sense of identity.

TEXTURES & MATERIALS

Theopenstairsconnectthereceptionandexecutiveo-ceswith athird-floorclientcafé.Redpaintscreenwallwiththebrown wood stairs creates a sort of comfort. Brown color is part from the complementary neutralization or gradual dulling of color when creating a neutral hue from red to green.

The brown wood material with the red textile and paint create a color harmony.

PRODUCTIVITY

COLORS It is clearly that the color red takes great part of the color palette in this desing. The red evokes power, productivity, leadership and at the same time warmth and comfort.

C

COLORS Blue is also predominant in the workplace. The color blue calls to mind feelings of serenity or calmness. It is described as a peaceful color that can create a calm environmentattheo-ce.

CREATIVITY

COLORS

Thereisafloorwith green walls and furniture, which expresses calmenss and recovery in the workplace. It creates a great contrast and harmony with gray and white colors.

CALMNESS

PATTERNS & FOCAL POINTS

Thecreatives’floor,or“TheFactory”providesuniquegraphicsan architectural features of changing colored lights in white corridors that interconnects the spaces in the building. It provides unity through the diversity that the company embraces.

These light patterns can be a focal point to employees and clients.

LINE & SHAPE Therepetitionandplacementofcolorandmaterialunifiesthe Thedesign useof solution. colorsandshapeswithwhitebackgroundscreatesadiverseandatthesametimeaunified design. Its shape

C

CONCLUSION Zimmerman’s Advertising building presents a variety of colors throughout the workplace. The design respects a harmony of colors and a juxtaposition of materials The selection of these vibrant and meaningful colors creates a fun workplace to be and it looks cohesive with the brand’s purpose and sense of diversity, unity and creativity.

Theworkplacedesigncreatesdi-erentspacesforeveryone and they are all empowered with their color selection. Blue lounges and support spaces, red conference rooms, and others.

https:/www.gensler.com/projects/zimmermanadvertising?l=featured https:/www.ehs.com/20/6the-importance-of-colorin-the-workplace/#:~:text=Overall%2C%20red%20is%20 associated%20with,does%20the%20lack%20of%20color!

COLORPLUSDESIGNTransforming interiorspace3rd Edition by Ron Reed

REFERENCES

S

10 COLOR + RETAIL

FAENA

The Faena Hotel is a historic resort hotel located at the center of Miami Beach.It was designed by architect Roy F. France and built and owned by George D. Sax.

Itisahigh-endhotelwithartdecod shares luxe amenties and legendary service with a decadent design.

It was originally known as The Saxony Hotel, and was owned by Faena Group who renovated the building and opened in November 2015.

HOTEL

COLORS The Hotel is accented everywhere with gold and its own lush signature red and green from nature and paintings.

The hotel uses gold to emphasize its luxury, triumph, achievement. It represents Faena’s concept of wealth and highstatus.Itisseenonwalls,floors,ceilingandfurniture.

COLORS Blue represents calm and serenity, it lowers blood pressure and heart rate. It is seen in hotel rooms in curtains, chairs and rugs to promote a relax environment.

Red, is to promote emotions and to bring energy to the hotel’s environment. It is seen on walls, furniture and beach ammenities.

COLORS

Green is seen in nature to promote a feeling of health and tranquility. You can appreciate this color in

gardens and

lobby.

It is clearly that gold, red, blue and green are the most predominant colors in the hotel to represent the hotel’s luxury concept.

CONTRAST OF TEXTURE & VALUE TheHotelusesdi-erentmaterialsintheamenities.Hereat The Saxony Bar they combine wood, leather and rug fabric to create a luxury and at the same time a comfortable space.

Here, the restaurant enhances a light/dark contrast, promoting an elegant and cozy place.

The bar also uses red, which stimulates appetite, being a great option for restaurants.

VARIETY & PATTERNS The patterns in this image brings life and interest in the Faena’s Hotel design. The variety of shapes, colors and texture promotes life and its luxury concept.

CONCLUSION TheFaenaHotelbringsvarietyinitsdesignbyussingdi-erent hues, values, shapes, forms and patterns. It combines gold, red,blueandgreencolorswithdi-erenttexturesandlights.

The color palette selection relates with the hotel’s luxury concept and ocean view location. The hotel balances its extravagant design with the color palette, materials and light.

R

N

https:/www.faena.com/miami-beach https:/www.faena.com/miami-beach?utm_source=googlegmb&utm_medium=organic&utm_campaign=gmb https:/www.simexa.com/the-psychology-of-colors-in-hospitalitybusiness-wholesale-outdoor-furniture/ COLORPLUSDESIGNTransforming InteriorSpace3rd Edition by Ron Reed.

REFERENCES

COLOR Color Theory course was amazing. I learned so many design lessons. This course taught me how color, shape, textures, lines, light a-ectsnotonlyourdesignsbutalsoourwellbeing.Italsoinfluencesourworkplace,home, restaurants and all around us. It is important to make a wise decision and study all the color theory.

T H E O R