Introduction

Color theory is quite possibly one of the most overlooked and most important factor in design today. Colors speak just like words, and also add subtle impact to a project as a supporting element to the actual content. Have you ever noticed that certain companies use specific colors in their pieces? Maybe you’ve seen other specific uses in print materials, web applications and even interior design. Here I will try and explain all this and as a result, you will produce consistent results thanks to an understanding of basic color theory.

Sometimes designers use colors that evoke certain emotions. Other times designers use colors simply because they like the way they look. However you choose your color, it always has meaning. This meaning can be emotional or it can be a personal preference on the part of the artist himself, but it always always always has a purpose.

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Exposure: 30 Aperture: f/11.0 Focal Length: 18 mm ISO Speed: 400 Exposure Bias: +2/3 EV Flash: No Flash

This is how I did it:

2 am, I could not sleep and I had always told myself I want a night shot of downtown Calgary…at night. So, I gathered my gear which consisted of my D40x,18-70mm zoom and my tripod and started off for a particular spot I was thinking of. I had not researched spots, although this might have been a good idea, I just drove around until I found the view I wanted.

Tripod was used on the other side of a guard railing set on the grass and I used my IR remote to trigger about 30 frames. I needed so many frames because the little itty bit of wind that was there was enough to blur and ruin the entire piece. I chose my sharpest aperture, f11 in aperture priority mode (the little “A” on the dial), and let the camera expose for it. It turned out to be a good 30 second shutter speed.

I was pretty happy with the result, but what I learned was:

1. Always find your sharpest aperture before going out on an assignment.
2. Use the lowest ISO you can manage if you have a tripod.
3. Make sure your gear is working before you get out there (batteries charged).
4. You have a specific target in mind with a particular pre-vision.

Just a quick note I have to emphasize on: pre-visualization is paramount when it comes to specific shots like this. If you do not know already what you want, you will waste a lot of time trying to find something that “looks good”.

Also, the camera is never what makes good shots, it’s the photographer. The camera is just a tool for working out the artist’s idea.

What is it like? Want to break into this field? What do I need to succeed? Is it fun?

A lot of people ask me these things hoping to get a better glimpse into this industry. Some want to start their career as a designer while others are just curious. Now I am going to share these questions and answers with you.

How did you get your start in the industry?

I started way back in high school telling everyone I knew that I would be a ‘Digital Artist’. They all smiled and said “Good for you!”. I then proceeded to take a high school class called Comm Media which introduced me to the tools of the trade such as the various Adobe products, Bryce 3D, video editing, and photography.

From there I went to SAIT to take a program called “New Media Production and Design” for two years. This diploma program further touched on a lot more of the industry including how the business side of things worked as well as the design and more tool training aspects. I learned a lot from the instructors and even more from the qide variety of classmates I met.

Jumping from school, I landed face first into the workforce, getting my hands dirty with a private college doing their in-house design and production. This is where I learned most of the business. I was very lucky to have a boss who taught me most of the actual hands on stuff and not let me go right away. They knew they were getting a greenhorn and that’s exactly what I was. I thought I knew a fair share, but after my first 3 months of work, I realized I knew nothing at all!

And that’s it…this was back in 2005 and I’ve moved on from them since.

What exactly can you do as a Designer?

I can make pretty much anything print related (see my website for more examples), websites, DVDs, and photography, all of which I am proud of.

What was the most difficult thing to learn about this industry?

This would have to be something they did not teach me in school. How to deal with difficult clients, bosses and even other designers. They all can drive you completely mad and make you tear your hair out. Ironically, this is also pretty much the core of the business. If you do not have good communication and understanding with your clientele or your colleagues, I can pretty much tell you right now that you will struggle. I struggled with that, and sometimes I still do…but that’s the bad side of my job.

Ok, now how about the best part of your job?

The result. Being proud of your finished creation and saying “Wow! I made that!” I also love stepping back and marvelling at the sight of a happy customer as well. I just get so much satisfaction from seeing this that it motivates me even more to do it all over again!

The second best part of the job is being inspired. As a creative, you live for this moment. Nothing else clouding your mind, being focused and you are driven to know exactly what to do. If it doesn’t come right away, and sometimes it is so illusive that it seems to never come, this may be one of the worst parts of the job.

Without inspiration, we are just running around in circles. This is definately a time where I pull out my hair.

Now that you have moved up from being a junior designer, what advice can you pass on to other newcomers?

When I was first starting out, I wish I had a mentor to tell me a few things.

1. Dont take criticism personally. I know that you put your heart and soul into your work and you seem very attached to it (I definitely was!), you need to maintain profesionalism and flexibility. A good designer is passionate but can also adapt and improve their work to cater to the client.
2. Your job is being a perfectionist. Let your work show this. As a Graphic Designer, details are what sets us apart from the guy down the street who happens to have a copy of Photoshop and charges $20/hr for his work. He is not trained and definitely does not have your eye. Make your work show how great you are!
3. Dealing with clients is hard. Learn to communicate and understand their needs. Don’t necessarily design what you like, you are there for their needs.

Well, that’s it. Email me if you have any other questions you want answered. Thanks!

Contest closed on Tuesday. Reviewing entries now. Stay tuned!