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Veronica Casadesus Spring 2017



Theory - Who are you?




Psychology + Perception












Your Camera










M.1 M.2 M.3 M.4 M.5 M.6 M.7 M.8 M.9 M.10 M.11 M.12

M. 1 COLOR + Theory Who you are?


Who you are? I LOVE Nature, Art, dancing and sharing my life with others What is your cultural background? Although I was born in Venezuela I am influenced by my Spanish origins. My Family’s belief is Catholicism but my religion is Buddhism. My native language is Spanish. I learned English in school and in summer camps in England. I also have basic knowledge of Russian.

When did you become focused on design? I knew since I was little that design was my path. I was always inspire in artistic expressions and felt the need to create. At the age of seventeen I decided to leave my dance career and started studying Architecture.

Why study design? I see design as an artistic expression with a functional purpose, and it is part of every aspect of our life. It was very clear to me that Architecture (the mother of all the arts and the base of design) was my career. I am in my 5th Year of Architecture, working towards a Master’s degree.

How does it play out in your life? Blue, Red, Green, Gray, Brown, Fuchsia, Purple, Black, White, Beige. Color play out in every aspect of my life although depending on the object, piece, or project, I prefer a specific color. In my Architectural presentations I always end up using black, white, gray, and to highlight I use green and sometimes orange. When choosing the color of my clothes or any other piece to dress me up I can pick any of the color listed above depending on the style I am looking for. When choosing the color of my car I prefer black, beige or white. To conclude, depending on the style I want and the object or the situation I will prefer one specific color.

COLOR + Theory “COLOR THEORY is the study and practice of a set of principles used to understand the relationships among colors.” COLOR WHEEL

When describing color...

It is an abstract tool that describes all the colors of the visible spectrum and organizes them accordingly.

In the design industry, there is the PANTONE system which is a series of swatches with thousands of different colors on it catalogued by numbers.


Another way to describe color is with hue, saturaFon and lightness (HSL).

It is also known as RGB for red, green and blue. By projecFng and overlapping 2 different primary colored lights, the mixed colors will produce a new color.

A HUE can be altered in three ways by Tining, Shading or Toning.


LIGHTNESS is when you add either black or white to a color, making the color darker or lighter depending on how much black or white you add.

It uses the colors cyan, magenta, yellow and black or CMYK. Used primarily for pigments like paint or ink and like the addiFve system, when you mix 2 primary colors it produces a new color.

SATURATION is a colors maximum or pure hue. Once you start mixing in a color’s complimentary color, it begins to desaturate or becomes more and more grey. 6

M. 2 COLOR + Designers


BERNARD SCHUMI Parc de la Villette SCHUMI was born January 25TH, 1944.



Architecture degree from the Swiss Federal Institute of Technology [1969]

COLOR + Concept

His work is highly influenced by Jacques Derrida’s theories on Deconstructivism.

Tschumi’s Parc de la Villette is conceptualized as one large userdefined space that is completely open for interpretation. Each of the deconstructivist follies are considered as a point of informal program.

When asked why the follies are red, he would reply: “Red is not a color”. What he really means is that red is not just a hue, its a way to empasize and represent CONCEPT.

The primary red hue highlights important aspects about the project as seen in his sketches

Tschumi believes that architecture’s role is not to express a social structure, but to function as a tool for questioning that structure and revising it. He has taught at quite a few architecture schools; some of the most prominent include: Princeton University and Cooper Union.

This project is meant to challenge preconcieved notions about architecture. The Park is supposed to be representative of urban life and activity where space, event, and movement all converge into a larger system. Bold red linear elements emphasize circulation.

COLOR + Palette While grey and black seem to have a more muted presence in this project, the two colors that make eachoter pop are RED and GREEN, as they are complementary colors. Red in this case is intentionally used to decrease the green monotony of the parc. In arial view, you can see how these “small� tinges of red help revitalize the landscape. 10

COLOR + Psychology Since color directly influences our ability to percieve temperature, the red hue helps visitors believe the space to be warmer than it really is on cold, gloomy days. Red increases the perception of passage of time, which makes feel people feel as if they have not spent much time here... this encourages visitors stay longer at Parc de la Villette and have a prolonged interaction with the space around them. Red is also known to increase apetite, which could be a strategy to get people to buy food at the cafes located at some of the red follies. Green is a color of calm and restfulness. The natural landscape creates a relaxing atmosphere for park-goers to sit back. Since red is known to agitate and excite... green is a perfect complement for a person’s overall well being. Being exposed to red for an extended period of time may be harmful, green gives the eyes a moment of rest and renewal, and rejuvenation.

Organizational Scheme In Color Design by Ron Reed, the book mentions that Johannes Itten proposed that red is symbolic of power strength and stimulation, which goes hand in hand with the notion of stability that the square represents. Tschimi, wanted the park to be a spcae for activity and interaction that would bring about a sense of freedom within a superimposed organization that would gice the visitors a points of reference. The 135-acre site is organized spatially through a grid of 35 points, which is where the follies are placed. The repetitive nature of each folly, even though each one is unique and different, allow for the visitors to retain a sense of place through the large park. - Free flowing paths do not follow the grid organization, but rather convergeand lead to other moments of interest throughout Parc de la Villiette. ................................................................. Tschumi’s design shows us that color, when used correctly, can have a profound impact on design. In this case he uses the color red to highlight his concept and emphasize the follies in a lush green landscape. These follies free architecture of pre-concieved notions; they revive/activate architecture, which is precisely what the color red is associated with. 12

M. 3 COLOR + Perception


LIFE OF PI Film Summary This movie is about an Indian boy named after a French swimming pool, Piscine Molitor, who survives 277 days out at sea on his own with nothing but a tiger, a boat, and a limited amount of emergency supplies that he has to ration in order to stay alive. While stranded out in the middle of the ocean Pi comes to the conclusion that he must learn to catch fish to feed the tiger, if he wants to avoid being eaten by the very same beast. After encountering a huge wave that wreaks havoc on the boat and depletes Pi of his supplies, he abandons his vegetarianism and begins to eat fish as well. There are days where the sea is calm, and others where storms pose a threat to Pi’s survival. Regardless of weather conditions, it seems as if every waking moment is a test of faith an preservereance for Pi. He constantly has to remind himself to “Never lose hope”. While he is out at sea, the orange colored whistle, float, and interior of the boat are a constant reminder of survival, strength, which Pi knows that deep down are characteristic that lie within him.

After struggling for so long ... Pi finally makes it to Mexican soil. While Pi is barely able to climb out of the boat, the tiger jumps out and makes his way into the forest “unceremoniously” without so much as looking back at Pi one last time. “I suppose in the end, the whole of life becomes an act of letting go, but what always hurts the most is not taking a moment to say goodbye.” Although Pi is hurt by the tiger’s actions, Pi comes to a realization helps tie together the different belief systems that have guided him throughout his life (Hinduism, Christianity and Islam.)

Green represents growth, renewal, health & tranquility. The scenes occur way before Pi’s life changing event, and signify that all is well in the world.

Represents life, vitality, and a balance of mental and emotional aspects. Pi and Anandi are in a harmonious environment in which their love grows.

Blue has become representative of Pi’s youger years, where is he is full of wonder, marvel and intruge on how the Universe operates.

This warm color represents the intimacy and cheerfulness that Pi and Anandi share. Anandi literally adds color and meaning to Pi’s life. 16

Yellow is cheerful, optimistic, and happy. Pi has managed to survive another night out at sea, & begins to feel as if there is a “light at the end of the tunnel”.

Orange gives off a sense of warmth, brightness and happiness. After a long, stormy night the seas have calmed and peace and harmony arise.

In this case, brown demonstrates a sense of practicality and stability, a sense of feeling “grounded” despite floating in the middle of the ocean.

This muted tone of green feels harmonious alongside these shades of gold, yellow, and orange. It gives off a earthly feel, full of vitality.

Grey is used to convey despair, emptiness, and depression

In scenes where Pi feels like there is lack of meaing to life, the color composition becomes bland, monochromatic, and sad. The first scene depicted occurs when Pi recieves a lesson from his father, to let go of the idea that the tiger is his friend. Pi’s father shows just how primal and agressive the tiger is by placing a goat infront of him to slaughter right before Pi’s eyes. Pi comes out to say that “the world had lost some of it’s enchantment that day.” In the scenes below, Pi thanks God for his life and asks him to take his life. He says he is ready to finally meet with his parents and brother again. Both of these scenes are immediately contrasted with brighter, and warmer colors that show that Pi has regained hope and a renewed reason to be alive. 18

M. 4 COLOR + Balance


Balance “... is the perceptual state of equality or order of

objects within a larger composition... the point of equilibrium between 2 or more forces.�

Types of symmetry: - Symmetry (formal balance)

- Assymetry (informal balance)

- Radial balance

Types of color balance: - Value Contrast (Light/Dark)

- Hue Balance (compliments)

- Intensity contrast (Bright/ Dull)

- Size of color area (Large/Smal)

Balance is the most critical in establishing harmony and unity within an interior. Vertical and horizontal illusions in spaces are used to reduce over- and under- exaggerated spatial size balancing the user experience through contrasting lines of color. 22

M. 5 COLOR + Healthcare


Healthcare There is no clear consensus that color alone can create responses of either calm or arousal.

Highest priorities in a healthcare setting: - Privacy - Respect as an individual - Safety and security

The CHER study found that color can affect people’s sense of temperature and their pervieced comfrot , but only to a limiteed degreee and only iwhtin the ocontext of overall design.

Goals of a healing environment:

Sensitivity to harmony betwen colors was found to be fullly developed atduring adulthood.

- Support the staff

The use of too much of one color is monotonous and can possibly be harmful. Thanks to Roger S Ulrich’s work, we’re learning that designing with basic principles of nature can lead to positive outcomes. Healing gardens can be found in certain hospitals; they promote wellness and may even positively influence recovery from surgery. Color can help the healthcare setting apprear less institutional.

- Strive to heal the patient

- Engage the family.


M. 6 COLOR + Rhythm


Rhythm “ a systematic and orderly succession of identical elemenrs (shape, line, color, form) along a defined path in space...The purpose of rhythm is to provide an opportunity to move the viewer through the space, creating moments for emphasizing or downplaying various design elements�

Types of Rhythm: - Repetition - Alternation - Progression - Continuation - Radiation

Examples of how to bring rhythmic order to a space:

- Alternating hues

- Progressive Values

- Contrast of Saturation

Color hierarchy assists way finding, physical awareness of one’s place/orientation. As a person moves through a space, the use of color and rhythm should guide him or her along the path of intended sequence. “When the eye is forced to stop or unable to find a point ofi interest or repeating pattern, the result will be displeasing to the user of the space.” 30

M. 7 COLOR + Retail


Tom Ford Design District in Miami have a variety of amazing stores. The architecture and design of every store is incredible. Walking in Design District is not only about shopping but about enjoy art, architecture and design as well. I picked Tom Ford as the store to work for this assignment. Tom Ford stores are designed by Tom Ford himself or at least that is what the manager told me. Every time a new collection arrives the employees receive special indications about how to located the collection and sometimes a designer come to the store to make sure everything is how supposed to be. I did not have the permission to take pictures inside the store but Tom Ford was by far my favorite. I decided to work with it and find the pictures online. The manager guided me through the store explaining how the colors play an important role in how the collections wants to be presented but also how the designer wants that people walk around and where to have the visual focus.

Contrast of Hue is about the color wheel, the further away from each other the colors

are, the higher the contrast is. In some cases in the Tom Ford retail I found contrast of Hue in the collection presented. In this case the perfumes stand out in yellow and the pink flowers in front make the contrast. 34

Contrast of Value is about the degree of variation between light and dark. In Tom Ford retails light and dark

is a recurrent strategies. The white ceilings and gray floors, then the dark sofas in a variation of browns and grays, and also the tables change from white to black depending on where the attentions wants to be on. The way the clothes is located goes from dark to light, from right to left, or vice versa, depending on the movement wanted or depending on casual collections and formal, being lighter casual and darker formal.

Contrast of Design Features works with shape, form and color. The two pictures show how the location

together with their rectangular geometries, the sofas and tables separated the spaces to designated the collection and pieces their areas to be expose. Also, the rectangular mirrors in the walls help to separate the different kind of cloth pieces. 36

Contrast of Texture is about smooth and rough, it means it is about textures and color. The retail uses bright

and smooth materials like glass and mirrors, combine with polished stones that gives more texture like marble, and dark wood. The dark wood gives emphasis to the pieces at the end of the store, the mirrors and glasses give the feeling of bigger spaces and elegant and expensive collections.

A Focal Point is a single element that has the focal attention in a space. In this case I took photos of the outside facades. They are all big white walls and two black rectangles bring the visual attention to the pieces shown. The facades are very simple and white, just the black rectangle and the retail name (Tom Ford) have the visual emphasis, because of color and shape.


M. 8 COLOR + Scale


Scale “... refers to the size of a shape in relation to a given known, in most cases, the human body and its position within space.”

“Proportion is defined as the size relaitonships between elements (parts) and the visual composition or space (whole).”


Applying grid systems can be useful in establishing coor relationships

Color can be used to change our visual perception of a space’s actual size; dark colors make a room feel smaller; lighter colors make a room feel bigger. Light and warm colors advance; dark and cold colors recede.


M.9 COLOR + Your Camera


South Beach Miami






M.10 COLOR + Hospitality


Mondrian “... South Beach, a hotel and apartment complex with interiors by Marcel


Located in 1100 West Ave, Miami Beach, FL 33139

“Mondrian marks the first hotel outside of the Netherlands designed by Marcel Wanders... Conceived by the famed visionary as “Sleeping Beauty’s castle,” residents and guests will truly live within a modern fantasy. Wanders inverts traditional design elements to create chic, dramatic living spaces. He will furnish the hotel residences with original pieces from his design studio, where he produces everything from lighting to flooring, including chairs, tables and sofas.”

Denzeen, Octuber 2018. Marcus Fairs.

Smooth reflective surfaces provide little stimulation and help enforce the idea of quick passage.

These highly texturized seats are meant to engage our tactile senses to evoke cozy feelings of being “nestled� within the chair which allows us to linger.

The patio has an overwhelming sense of organicism, two large implied cubes adding stability on either end.

The curves shapes in the columns, bells, and desk serve to soften the feel of the cold, hard interior.

There is a high contrast between the light colored curves and dark linear elements.

The repetitive nature of these circles provides a much needed point of visual interest.

The trellis above and the carpets below help to direct users along axis of movement.

The patterned seats and carpet are a bit overwhelming to the senses, there is too much variety in one area. 58

M.11 COLOR + Workplace


Pandora Media The way that Pandora Media makes use of lines to define the space is by taking a series of uniquely manipulated louvers, that when put together generate a visual embodiment of some of the greatest artists ever known. In this way, these louvers celebrate individuality and collectivity at the same time. Throughout this two-story project, there are a series of irregularly shaped glass booths. However, these shapes are not arbitrarily design. In fact, the acute and obtuse angles aid in “sound attenuation”, making sure that sounds are contained within the space they originated in. This contributes to the much needed sense of privacy to promote productivity in this open office environment. The wood texture used in flooring, desks, and walls generates a sense of warmth and belonging. While the tactile sense is not stimulated by the wood, it does add visual richness. It’s color also provides moments of rest for the user’s eyes. While Pandora Media makes use of bright hues to keep an energetic and youthful atmosphere, the wood’s color helps establish harmony and keeps the space from becoming over whelming.

The patterned glass booths serve to hint at the spatial experience of the Internet. Glass keeps the space open and transparent, while the dot-matrix pattern offers a bit of seclusion and breaks away from the glass’s reflectivity.





The spaces have an energetic quality to promote motivation, collaboration and socialization amongst co-workers. The interior space is visually engaging and allows you to see everything that is going on, while still providing a degree of privacy by enclosing and soundproofing certain office spaces and other moments within the project where focus and productivity are vital to employees. 62

M.12 COLOR + Culture


Venezuela-Japan My CULTURE and country is VENEZUELA.

VENEZUELAN tradition, art and architecture are very

colorfull. The colors of the national flag are present everywhere. Since you are little “amarillo, azul y rojo” are the first things you learn and for sure your favorite colors. Venezuela is located on the northern coast of South America. The country comprises a continental mainland and numerous islands in the Caribbean Sea. It is among the most urban countries in Latin America. The majority of the population is concentrated in the north, especially in the largest metropolis, Caracas. I have chosen JAPAN to learn about their culture and how they use color. It interest me because I am going to Japan this summer with the study abroad program. Also because I practice the Nichiren Buddhism from Japan. Japan is situated in northeastern Asia between the North Pacific and the Sea of Japan. Consists of 6,852 islands, including four of the large main islands. Most Japanese reside in densely populated urban areas. Japan’s capi-



Represents all the gold found in the Venezuelan land.


Represents the seas on Venezuela’s shores, the rivers that run through, and the sky above.


Represents the blood spilled for Venezuela’s independence.


The white 8 stars represent the former provinces: Caracas, Cumaná, Barcelona, Barinas, Guayana, Margarita, Merida and Trujillo.


The “Vinotinto” is the National Futbol Club. The color comes from the uniform Military of the Independence. Also, is the combination of the flag colors.


Represents honesty, integrity and purity of Japanese people. (Flag)


Represents sun goddess ‘Amaterasu’, founder of Japan and ancestor of its emperors. It symbolizes bright future for Japan. (Flag)


Represents authority and wealth, as attested to by red-sheathed samurai swords and ornamental combs.


Means dignity and formality, and is used for the robes of Buddhist monks


The color AO indicate youth and to describe certain vegetables, fruit or plants. 68

CONCLUSION COLOR + the property in an object of creating different sensations on the eye... and Color Theory is a study that with a set of principles skees to understand the relationship between colors and how to manage them to create a specific sensation. part of every aspect of my life, depending on the style I want and the object or the situation I will prefer one specific color. Learning about Color Theory make you see things different and understand how colors can affect what we think and feel not only in the design area but in everything in life. The Color Theory and Application for the Built Environment class is a very usefull class. Architectural programs usually do not teach about the manage of color and I consider that every architect must know about color for graphic and design purposes. Color is more complex than what I could imagine and I hope to continue learning about it and use it to improve my design qualities. I realized that my visual comunication and my graphic design strategies had improved along this semester. “I found that I cloud say things with color ans shapes that I couldn’t say any other way things I had no words for.” Georgia O’Keeffe 70

Casadesus final color theory  
Casadesus final color theory