3/4 Flashcards
Bilateral symmetry
The property of being divided into symmetrical halves on either side of a inquire plane.
Radial Symmetry
Symmetry around a central axis as in a starfish or flower
Asymmetrical Balance
Balanced achieved through contrast. Visual weight, visual direction.
Weight / direction (asymmetrical balance)
Affected by location. Small shapes on the edges balance out large shapes in the center. Also affected by shape color texture
Gestalt Principals
Figure/ground, similarity, closure, proximity, continuation
Contrast
Elements of design stand apart from one another. Contrast of color tone shape/size and direction
Repetition
Creates cohesiveness in design. Once a pattern has been established repeating this pattern leads to consistency
Alignment
Proper alignment means every element is visually connected to other elements. CREATS COHESIVENESS. Nothing feels out of order or disconnected.
Proximity
when elements are placed close together they seem to be perceived as a group. Minimize visual clutter and emphasizes organization and increases viewer comprehension.
Grids
Create order, unity and structure that if often felt more than seen. Rule of thirds is a grid
Hue
Any color that can be found naturally on the electromagnetic spectrum
Complementary
Colors that are across from one another on the color wheel.
Triadic
Make a triangle on the color wheel. Those three colors compose a triadic color scheme. Triadic Harmonies: add black or white to make tints and shades from those three colors.
Harmonious
Three colors next to one another on the color wheel.
Tint
Add white to color
Shades
Add black to color
Tones
Add grey to base color
Panton
Color matching system
Hexadecimal
color system based on numbers. o The number form of color. It shows the RGB, and then it gives you the number so that you can find that exact color in printing
Creativity
An attitude and approach. It is looking at things and or doing them in a different way. It enhances beauty. It is a learned behavior. We destroy creativity. No one is born uncreative.
De Bono Story
Story about the girl who was going to have to mary the man. Knew there were too black peebles so she picked one up and dropped the other and said she picked the opposite of whatever was left
Lateral thinking
Most people think vertically. Lateral thinking involves jumping horizontally
Theme of Embrace the shake
Embrace limitations, they inspire creativity.
Gstalt Phycology
The basic approach was wanting to understand the way the brain organizes thing holistically
Gstalt Principles maintain that …
The eye sees objects in their entirety before preceding their individual parts
Figure/ ground
the eye differentiates an object from its surrounding area. A form silhouette or shape is perceived as figure (object), while the surrounding area is perceived as ground.
Similar elements are contrasted with dissimilar elements to give the impression of the whole (optical illusions and cool movie posters)
Similarity
Similarity occurs when objects look similar to one another. People often perceive them as a group or pattern.
Things that share visual characterists such as shape, size, color, texture, value or orientation will be seen as belonging together.
Continuation
Eye is compelled to move though one object and conine to another object (hilton logo)
Closure
Brain fills in the blanks to complete the image (Dalmatian with no outline, just spots) we tend to see complete figures even when part of the info is missing. Our minds react to patters that are familiar even though we often receive incomplete infer.
Motion Pictures
Story told through images
The Shot
Image you see in the tim or vieo. can vary in length. shots create emotion and help more the narrative along.
Wide Shot
Usually covers a large area of physical space within the frame.
It is many times used to show the landscapes of an area of passicly a sense of physical isolation
Medium Shot
Very common perspective in film
Usually shot form the was it up when shooting a person
at times depicting a medium distance
Close up shot
Shot that depicts something very close
Pan
Camera movement from side to side
Tilt
Camera movement from up or down
Hand held
Camera moves by someone holding it
Editing
Sequence of shots. Sometimes fast, sometimes slow. The notion of Juxtaposing- meaning is created as images are put side by side
Perception
Proccess by which we become aware of object and events in the external world. How we make sense of the world around us.. We view the world from our own vantage points. Usually we spend more energy defending our own positions than understanding others.
Perception Influences
Physiological (bio/nuerolgircal) Influcences (senses, age, health hunger, biological cycles) Social influences, cultural differences, nonverbal behavios, odors, speech silence, space, social roles, gender roles, occupation, self-concept
1st stage of perception
Selection. Life is a process of election info/data. We only take in some data, what influences that: Interests (sports music), need (lectures, traffic lights), Aestetics (noise movement color – advertisers) d. biology
2nd stage of perception
Organization. To eleimnate chaos of life and to make sense of the world we simplify and revue it. We put our selected date into cognitive folders
3rd stage of perception
Interpretation and comprehension. We evaluate the date in our folders. Our comfort one, we are not comfortable with new or small folders, we like big folders (football) and avoid small folders (Syria). researchers now thing this is the reason for racisma and prejudice
Signs
conceal some interest or other (political, commercial, or whiter)
Font Family
consist of the basic various with a family
Baseline
The bottom of an “n” (letter with no decender)
Decender
a letter that does bellow the baseline
Ascender
A letter that does above the x height
x hight
hight of an X and nay other letter with now ascenders or descenders
type size
measure in points. 72 points is an inch
Kerning
The space between letters/pairs
Leading
space between lines of type
Tracking
Space between words
old style
they use shrift. used in novels, magazines and newspapers
Modern
vertical lines, dramatic think/thin transitions. Made in the 1700
Slab Serif
Easy to read from far away (advertising)
San serif
No serifs. Popular for things online
Ding bats
ornaments or wingdings are fonts with no letters only pictures. Great for logos and decorations.
Language is constructed
Meaning only exists because it is shares and negotiated. We have entered into an unacknolaged agreement to make certain sounds mean certain things.
Phonemes
Basic unit of language
words
words are signs in which they represent something
Signifier
(sound image or marks on paper )
Signified
The concept
Referent
Real item
Denotation
the first level of meant ion. Making meaning by assocation
Conotation
second level of meaning (a picture of a heart does not just represent the organ, it also represents romantic love)
Signs achieve meaning through
difference
Context
signs must be understood in their context
