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62 Cards in this Set
- Front
- Back
what is graphic design |
-commercial art -visual language -used to convey a message to an audience -visual representation of an idea |
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branding |
entire development process of creating a brand, name, and identity
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brand experience |
every bit of contact a brand has had
-how consumers experience the brand and interacts with it ` |
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identity design |
systematic visual and verbal program that establishes a consistent visual appearance (feeling) -apple -nike check -mcdonalds |
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corporate communication |
any visual communication that communicates internally with employees and applications used by a corp to communicate externally with other businesses (emphasis on maintaining a consistent corporate voice) -annual reports -sales kits -new product offering applications |
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environmental design |
solves problems about info in constructed or natural environments -architectural interiors -exhibits -environmental wayfinding |
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information design |
highly specialized large amounts of complex information clear and accessible to thousands -road signs |
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interactive/experience design |
advertising for screen based media -web -moblie |
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motion graphics |
screen based visual communication moving in duration -film title -tv graphics -email videos -promational |
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package design |
complete strategic planning and designing of the form, structure and appearance of a products package -casing -promotes brand -presents info -brand experience -cds/Nestle |
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promotional design |
intended to introduce, sell or promote brands, ideas or events (tshirts/coozies) |
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publication design |
design of editorial content makes content accessible, communicates, enhances experience, establishes a voice, format for production -magazines -newspapers -covers |
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typographic design |
creation and design of fonts, type treatments, and the drawing of letterforms -posters |
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information design |
-charts -graphs -sings -web sites -sign system |
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mass media |
different media employed -print, digital, broadcast, unconventional, or film |
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nature and impact of visual communications |
created for a specific audience message is intentionally designed, transmitted and then received by viewers |
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employment |
-design studios -branding firms -publishers and other media -advertising and PR -integrated communications -marketing -freelance |
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collaboration |
developing a strategy, negotiating a fee, choosing a printer |
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formal elements |
any designer must have a foundation in two-dimensional design and color -building blocks of design -line -value -shape -texture -color -format |
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line |
a circular point or dot is the smallest unit of a line -a elongated point -path of a moving point -also is a mark made by a visualizing tool |
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line categories |
solid line-a mark as it is drawn across a surface implied line- noncontinuous line that is perceived as continuous edges- meeting point or boundary line between shapes and tones line of vision- eye movement linear- line as predominant element |
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shape |
general outline of something, closed form or closed path -hard edge |
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figure/ground |
aka positive/negative space, visual perception and relationship of shapes -figure/positive shape is a definite shape, immediately discernible -shapes/areas created between and among are known as the ground or negative |
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color |
subtractive color model is built on subtractive primary colors subtractive primary: yellow, red, blue printing: yellow, magenta, and cyan are the colors of the process inks used for reproduction -black added to increase contrast |
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additive color system |
working with light three primaries are green, red, and blue -when added together they create white light |
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color: CMYK |
using all four process inks yellow, magenta, cyan, and black are called the "four color process" -used to reproduce color photographs, art, illustrations |
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Color: PMS swatch |
Pantone Matching System (PMS) offers many custom mixed colors |
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Colors: other terms |
hue- name of a color value- light or darkness shade, tone and tint are different aspects of value saturation-brightness or dullness |
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Value |
lightness or darkness contrast- high and low |
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texture |
quality of a surface or representation of such a surface tactile = can actually feel visual textures are illusions printing techniques: embossing, debossing, stamping, engraving, letterpress |
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texture: Patterns |
a repetitive arrangement of elements -must be a systematic repetition with obvious directional movement -three basic building block: dots, lines, grids -in small unit can be based on the dot or point -moving path is based on lines -two intersecting units yield a pattern grid |
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format |
perimeter as well as the field it encloses, outer edges or boundaries
-also used to describe the type of application (poster, cd cover, ect) |
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balance |
equal distribution of weight, can be symmetric or asymmetric |
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symmetric balance |
identical or similar elements that are evenly placed on either side of a vertical line (mirror image) |
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asymmetric balance |
dissimilar or unequal elements of equal weight on a page |
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visual hierarchy |
arrangement of all graphic elements according to emphasis (big>small) |
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emphasis |
giving stress/importance to some visual elements -isolation -placement -scale -contrast -direction and pointers -nested structures -stair structures |
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focal point |
most accentuated |
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rhythm |
a sequence of elements at prescribed intervals across multiple pages, coherent visual flow (allusion of motion) |
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unity |
elements in a design look as though they belong together goals-establishing an integrated whole |
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perceptual organization |
perceiving visual units by location, orientation, likeness, shape and color |
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correspondence |
when you repeat an element |
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continuity |
handling of design elements to create similarities of form |
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alignment |
aid in unifying a static or multiple page applications -positioning of visual elements relative to one another so that their edges or axes line up |
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flow |
audience is led from one element to another through the design (transition) -movement and is connected to rhythm |
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scale |
scale- size of an element or form seen in relation to other elements or forms within the format -can lend visual variety to a composition -adds contrast, dynamism and positive tension to shapes -create illusion of 3 dimensional space |
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the picture plane and depth |
three planes -foreground: nearest viewer -middle ground: between foreground and background -background:appears in the distance or behind most important part |
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Typography |
design of letterforms |
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display type |
usually large or bold , function as titles, subtitles, headlines and subheadlines (larger than 12) |
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text type |
main body of written content, form of paragraphs, columns or captions (12 or smaller) |
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letterform |
particular style/form of each individual letter of our alphabet |
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typeface |
unified by consistent visual properties -create the essential character -remains recognizable name of writing (comic sans) |
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type font |
name, size, style (times, 14, bold) |
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type family |
several font designs ranging in style variations based upon a single typeface design (helvetica CY) |
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type style |
modifications in a typeface (bold, italic) |
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serif vs sans serif |
serif has added element to the upper or lower end (feet) |
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type measurement |
point-height pica-width |
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type of alignment |
-flush left -justified -flush right -centered (centered on imaginary vertical axis) -asymmetrical (not conforming) |
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type pairings |
limit mixing (no more than 2) contrast (select for contrast, chose for similar proportions) |
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selecting type face |
-visual interest -appropriateness -clarity -relationship |
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spacing |
letter-between letters -word-between words -line-distance between lines |
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margins |
margins are borders "frame text" |