Design Communication Flashcards
1
Q
symbols
A
- something that represents something else by association
2
Q
metaphors
A
- the use of an image for something it does not literally denote
- makes product seem more personal
- memorable
- tells advantages of product
3
Q
allegory
A
- a story with a literal meaning and an underlying meaning that has a moral or political significance
- an extended metaphor in which objects in a narrative are equated with the meanings that lie outside the narrative
4
Q
Irony
A
- twist of visual or written language
- using the opposite of what it is meant
5
Q
parody
A
- humorous imitation
- fictional advertisement for non-fiction products
- used to ridicule or draw negative attention to. a real advertisement
- must fit brand’s tone
6
Q
statistics
A
attract attention
7
Q
classical conditioning
A
- brings a severe response in the viewer exposed to the ad
8
Q
emotional appeal
A
- uses storytelling to make viewers relate to the ad
9
Q
bandwagon pressuring
A
- persuasive writing
- makes consumer feel they are missing out
10
Q
storytelling
A
- using stories so that consumers relate to the ad
11
Q
body language
A
- non verbal language that is transmitted by the way we sit stand walk or move
-
12
Q
direct gaze
A
- stares at you straight away
- incites intense feeling in the viewer
13
Q
3/4 gaze
A
- staring inwards or outwards
- for static images
- sense of wonder
14
Q
association
A
- visuals in the graphic create associations to feelings, ideas, places etc for the viewer
15
Q
symbolism
A
- tools used to make comparisons and allusions
16
Q
anthropomorphism
A
- personification of inanimate objects
17
Q
composition
A
how all element are placed in space
18
Q
rule of thirds
A
- important elements are placed on the grid lines
19
Q
golden mean
A
directs placement of elements in a harmonious way
20
Q
how is focal point achieved
A
- kept focused while the background is blurry
- manipulate darks and lights
- illuminate it exclusively
21
Q
visual path
A
- how the viewer’s eyes move through the content
- Z shape or F shape
22
Q
high-face-ism
A
- focuses on personal face
- emphasises personal and intellectual attributes
23
Q
low-face-ism
A
- highlights the physical and sensual attributes
- more ornamental
24
Q
cathedral effect
A
- high ceilings encourage abstract thinking + creativity
- lingers longer
- low ceilings focus on detail
- discourages loitering
25
Q
Design Hierachy
A
functionality
reliability
usability
proficiency
creativity
26
Q
List all design com techniques
A
SS M AAA CCC BEGIP
