Definitions Flashcards
hue
the attribute of colour which enables an observer to classify it
tint
a hue with white added
shade
a hue with black added
tone
a hue with grey added
value
lightness/ darkness of a colour. Light colours are ‘high value’ and dark colours are ‘low value’
chroma
presence of colour
chromatic intensity
percentage of colour present (a.k.a saturation)
monochromatic
containing shades, tones and tints of only one colour
achromatic
containing no colour. i.e. white, black or pure grey
complementary colours
colours opposite each other on the colour wheel
brand
sign given to those around us of our association with a set of ‘values’ demonstrated through images, products or services provided by brand owners
visible perception
the process of how we receive information in the form of visible light from our surrounding environment
bottom-up processing
driven by sensory information from the physical world. It is usually subconscious
top-down processing:
prior knowledge and expectations manipulating our perceptions of something
meme
an idea, behaviour or style that is transmitted from one person to another
brand
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
culture
beliefs, values, meanings and actions that shape the lives of a collective of people, influencing the way people think, live and act
cognition
all the mental processes we use to transform sensory inputs into knowledge
sensation
refers to the feelings that result from excitation of the sensory receptors
perception
refers to our initial interpretations of the sensations
saccade
rapid eye movement from one location to another
scan path
the spatial arrangement of a sequence of fixations
product semantics
the study of symbolic qualities of the objects in the context of their use and the application of this knowledge to industrial design
circular economy thinking
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.
collectivism
people belong to in-groups (familys, organisations) who look after them in exchange for loyalty
individualism
people only look after themselves and their immediate family
