University at Buffalo
Department of


Art & Design

Art History

Visual Studies

Graphic Design Students Present at the Celebration of Student Academic Excellence | April 12, 2013

April 12, 2013  by: Dom

Students of Adjunct Professor Renee Ruffino presented two “Outstanding Undergraduate Research, Scholarship and Creativity Poster Displays” as part of UB’s Annual Celebration of Student Academic Excellence, April 12, 2013.

Emily Butler, Chelsea Jordan and Michelle Keller

Emily Butler, Chelsea Jordan and Michelle Keller

Emily Butler, Chelsea Jordan, Michelle Keller presented “Chromatics: The Science of Color”. From their abstract:

Chromatics is defined as the science of color. The spectrum of light interacting with the light receptors and cones in our eyes causes us to perceive color in different ways. When the human eye looks at a certain color, psychological signals are sent to the brain causing us to feel certain emotions or evoke certain thoughts. These theories can be applied to the world of branding, and can be noticed in brands such as McDonalds, Coca-Cola, social networking sites, and clothing brands. For example, the colors of McDonalds, red and yellow, send signifiers to the brain that we are unaware of. Red and yellow are the first colors that the brain processes. This makes both of these colors stand out and be remembered. Also, color theory states that red can increase appetite, and yellow signifies friendliness. In our poster, we plan to look further into the anatomy behind the eye to further explain how the spectrum of light influences how we perceive color, and which colors expose certain emotions.

Jodi Keith and Erin Redfield

Jodi Keith and Erin Redfield

Jodi Keith and Erin Redfield presented research in “The Science of Typography”. From their abstract:

We will describe typefaces, families, subsystems and typesetting. Aside from illustrating the basic make up of typography itself, we plan to explain the relationship it has to systems theory. Typographers are essentially creative problem solvers, similar to other researchers. We are often given a mass of abstract data with the responsibility to break it down, reconstruct and organize it in a way that achieves balance between effective communication and aesthetics. We accomplish this by creating clear and concise layouts using visual hierarchy. Our research project will include direct comparison of effective vs. ineffective uses of typography. We plan to illustrate our data visually; our poster will be a living example of our research. We hope that our viewers will walk away with more knowledge and more awareness of these systems that they are surrounded by. Information does not have to be boring; words can be creative and visually interesting.


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