Definitions

Question 1

hue

Answer 1

the attribute of colour which enables an observer to classify it

Question 2

tint

Answer 2

a hue with white added

Question 3

shade

Answer 3

a hue with black added

Question 4

tone

Answer 4

a hue with grey added

Question 5

value

Answer 5

lightness/ darkness of a colour. Light colours are ‘high value’ and dark colours are ‘low value’

Question 6

chroma

Answer 6

presence of colour

Question 7

chromatic intensity

Answer 7

percentage of colour present (a.k.a saturation)

Question 8

monochromatic

Answer 8

containing shades, tones and tints of only one colour

Question 9

achromatic

Answer 9

containing no colour. i.e. white, black or pure grey

Question 10

complementary colours

Answer 10

colours opposite each other on the colour wheel

Question 11

brand

Answer 11

sign given to those around us of our association with a set of ‘values’ demonstrated through images, products or services provided by brand owners

Question 12

visible perception

Answer 12

the process of how we receive information in the form of visible light from our surrounding environment

Question 13

bottom-up processing

Answer 13

driven by sensory information from the physical world. It is usually subconscious

Question 14

top-down processing:

Answer 14

prior knowledge and expectations manipulating our perceptions of something

Question 15

meme

Answer 15

an idea, behaviour or style that is transmitted from one person to another

Question 16

brand

Answer 16

sign/ signal given to those around us of our association with a set of values demonstrated through images, products or services provided by brand owners

Question 17

culture

Answer 17

beliefs, values, meanings and actions that shape the lives of a collective of people, influencing the way people think, live and act

Question 18

cognition

Answer 18

all the mental processes we use to transform sensory inputs into knowledge

Question 19

sensation

Answer 19

refers to the feelings that result from excitation of the sensory receptors

Question 20

perception

Answer 20

refers to our initial interpretations of the sensations

Question 21

saccade

Answer 21

rapid eye movement from one location to another

Question 22

scan path

Answer 22

the spatial arrangement of a sequence of fixations

Question 23

product semantics

Answer 23

the study of symbolic qualities of the objects in the context of their use and the application of this knowledge to industrial design

Question 24

circular economy thinking

Answer 24

we keep resources in use for as long as possible, extract the maximum value from them whilst in the, then recover and regenerate products and materials at the end of each service life.

Question 25

collectivism

Answer 25

people belong to in-groups (familys, organisations) who look after them in exchange for loyalty

Question 26

individualism

Answer 26

people only look after themselves and their immediate family