MLC1013 friday Group [Ong Kah Hong]: September 2010

Stage 2: Report

Creative Multimedia Is All About Colours

Creative multimedia is the vehicle in which emerging technologies drive home the concept of multimedia communications in business, art and design, entertainment and education. With the convergence of electronics, computing, and telecommunications, the demand for content globally will be unprecedented. Pushing on this will be the availability of newer and faster delivery platforms and devices through which information and entertainment will be distributed and broadcasted. Everyone from filmgoers to Internet users and educationists, student, engineers, and businessman will generate this demand for content. Content that will be required for a variety of daily needs - from information, learning, skills development, entertainment, telecommunications, edutainment to news. Convergence has resulted in not only a greater demand for creative content, but requires it to sustain commercial viability. Multimedia may be broadly divided into linear and non-linear categories. Linear active content progresses without any navigational control for the viewer such as a cinema presentation. Non-linear content offers user interactivity to control progress as used with a computer game or used in self-paced computer based training. Hypermedia is an example of non-linear content. Multimedia presentations can be live or recorded. A recorded presentation may allow interactivity via a navigation system. A live multimedia presentation may allow interactivity via an interaction with the presenter or performer. Creative multimedia may apply to different areas from advertisements, art, education, entertainment, engineering, medicine, mathematics, business, scientific research and spatial temporal applications..

“Colorful” means having intense colour or richly varied colours. It is vivid, rich, or distinctive in character. Every colour we choose will create an impact. Humans’ reaction to colour is instantaneous and fast. Colour can affects our emotions, our actions and how we respond to other people, things, expression and ideas. Colour is a very important thing in our daily life; it had a lot of function. People use colour to express their feeling, use colour to make design, use colour to make something dull become attractive.

The colour wheel or colour circle is the basic tool for combining colours. Sir Isaac Newton is the one who designed the first circular colour in 1666. The colour wheel is designed so that virtually any colours you pick from it will look good together. Many types of the basic design have been made over the years, but the most common version is a wheel of 12 colours based on the RYB colour model. Traditionally, there are a number of colour combinations that are considered especially pleasing. These are called colour harmonies or colour chords and they consist of two or more colours with a fixed relation in the colour wheel. Colour Impact is designed to dynamically create a colour wheel to match your base colour. In the RYB colour model, the primary colours are red, yellow and blue. The three secondary colours, which are green, orange and purple, are created by mixing two primary colours. Another six tertiary colours are created by mixing primary and secondary colours.

Below is a general responses to colours based on research, historical significance of colour, and word association studies. Different people have different reactions towards colours based on their culture, religion and thinking. We can say that Red is the most famous colour since it has more personal associations than any other colour. It work as a stimulant, red is inherently exciting and the amount of red is directly related to the level of energy perceived. Red draws attention and a keen use of red as an accent can immediately focus attention on a particular element. That is why we could see that some emergency signboard on the road is in red colour. Orange, a close relative of red, sparks more controversy than any other hue. Fun and flamboyant orange radiates warmth and energy. Yellow represents optimism, enlightenment, and happiness. Shades of golden yellow carry the promise of a positive future. Green is the pervasive colour in the natural world, making it an ideal backdrop in interior design because we are so used to seeing it everywhere. The natural greens, from leaf to forest, are seen as refreshing. This colour considered as the colour of ecology and is often use as the main colour for campaign which related to nature. According to studies, Blue is the top favourite colour of all. Blue is seen as trustworthy, dependable, and committed. The colour of ocean and sky, blue is perceived as a constant in our lives. It also could invoke rest and can cause the body to produce chemicals that are calming. We will feel calm when we look at the sky or the sea. Brown is the colour of earth and is associated with all things natural or organic. The colour itself means stability, reliability, and approachability. Black is authoritative and powerful; because black can evoke strong emotions, too much can be overwhelming and it could covered all the colours. Black represents the primordial void, emptiness. People like to wear black colour clothe because it makes the person thinner and more sophisticated, thus it is a classic colour for clothing. White shows purity, cleanliness, and neutrality. Brides traditionally wear white gowns, and a white picket fence surrounds a safe and happy home. A pure white place could create a clean feeling.

Colors and multimedia are meant to linked together. With color, multimedia will be more interesting. When we talks about color in multimedia, Tv plays a big roles. Everyday everywhere people are watching television shows. Tv have evolves a lot from the early 20^th century to now. The 1^st tv is only available in black and white with small size, it’s like a small box with a bulge screen. As the times goes on, human technologies are more advances and improves. Color tv and now LCD tv comes out. Color in tv brings more fun and enjoyment to the watchers and attracts people to watching it more. The things surround us is full of color, billboards, banners, leaflets, newspaper, food menus, books and many mores. We can imagines a food menus without colors will be so tantalize and we will not be able to see the image of the food that we want to eat. Adobe softwares like photoshop and illustrator is the main tools for designers to works. RGB and CMYK is a must know for them. The RGB color model is an additive color model in which red, green, and blue light are added together in various ways to reproduce a broad array of colors. The name of the model comes from the initials of the three additive primary colors, red, green, and blue. The main purpose of the RGB color model is for the sensing, representation, and display of images in electronic systems, such as televisions and computers, though it has also been used in conventional photography. Before the electronic age, the RGB color model already had a solid theory behind it, based in human perception of colors. RGB is a device-dependent color model: different devices detect or reproduce a given RGB value differently, since the color elements (such as phosphors or dyes) and their response to the individual R, G, and B levels vary from manufacturer to manufacturer, or even in the same device over time. Thus an RGB value does not define the same color across devices without some kind of color management. Typical RGB input devices are color TV and video cameras, image scanners, and digital cameras. Typical RGB output devices are TV sets of various technologies (CRT, LCD, plasma, etc.), computer and mobile phone displays, video projectors, multicolor LED displays, and large screens as JumboTron, etc. Color printers, on the other hand, are not RGB devices, but subtractive color devices (typically CMYK color model). CMYK color model (process color, four color) is a subtractive color model, used in color printing, and is also used to describe the printing process itself. CMYK refers to the four inks used in some color printing: cyan, magenta, yellow, and key black. Though it varies by print house, press operator, press manufacturer and press run, ink is typically applied in the order of the abbreviation. The “K” in CMYK stands for key since in four-color printing cyan, magenta, and yellow printing plates are carefully keyed or aligned with thekey of the black key plate. Some sources suggest that the “K” in CMYK comes from the last letter in "black" and was chosen because B already means blue. However, this explanation, though plausible and useful as a mnemonic, is incorrect. The CMYK model works by partially or entirely masking colors on a lighter, usually white, background. The ink reduces the light that would otherwise be reflected. Such a model is called subtractive because inks “subtract” brightness from white. In additive color models such as RGB, white is the “additive” combination of all primary colored lights, while black is the absence of light. In the CMYK model, it is the opposite: white is the natural color of the paper or other background, while black results from a full combination of colored inks. To save money on ink, and to produce deeper black tones, unsaturated and dark colors are produced by using black ink instead of the combination of cyan, magenta and yellow. Other than that, colors also important in films, video games, tv ads, online ads and so on.

When we merge the creative multimedia and colors together, something amazing will be come out. Technologies are more advanced and make the works of media workers easier. This world is full of colors that are unlimited. How we use the color to brings out creative multimedia is the main point. Like early of 20^th century, most of the media at the time have no color . People are communicates to each other in black and white only, newspaper, film, tv all in black and white. But ever since the 1^st color television had launched, the world had changed. Messages are transferred in more accurate and efficient ways. Colors is a helping tool that helps creative multimedia industries growing and expands.

Sources:

http://en.wikipedia.org/wiki/Color

http://www.squidoo.com/colorexpert

http://www.sensationalcolor.com/color-messages-meanings/color-meaning-symbolism-psychology/psychology-of-color-a-glimpse-into-the-meaning-symbolism-psychology-of-color.html

http://crystal-cure.com/color-meanings.html

http://www.diydata.com/planning/colour/colour.php

http://www.tigercolor.com/color-lab/color-theory/color-theory-intro.htm

http://www.mscmalaysia.my/topic/Creative+Multimedia