DESIGN ELEMENTS AND PRINCIPLES Flashcards
Ambience
Ambience is another word for atmosphere in the sense of the mood a publication has
Audience
Who the publication is aimed at
Balance
Refers to distributing the weight of the elements in a design
Bleed
When a graphic extends off the edge of a page
Brief
A written document for a design project developed by a client or business
It will highlight the requirements and scenario
Column Rule
A rule between columns
Columns
Frame widths of text
Makes text easier to read often
Contrast
Emphasises parts of a layout and guides readers to a specific section
It is when contrasting colours are placed together
Depth
Gives a DTP page more visual impact by giving the illusion of depth
A drop shadow or flashbar can achieve this
Depth of Field
The distance between the closest and furthest object giving a focussed image
Design Elements
The building blocks of successful graphic design Line Shape Mass Size Colour Value Texture
Design Principles
Refers to the way the elements appear on the page and how they affect the final layout and composition Balance Dominance Rhythm Proximity Alignment White Space
Alignment
Refers to lining up the top, bottom and sides of graphics or elements on a DTP page
Specification
A list of what the design must do to meet the brief
Dominance
Elements which dominate the DTP page such as the heading
Drop Capital
The first letter in a paragraph or article which drops below the line and is enlarged
Drop Shadow
An objects shadow which can be added to create a sense of depth and realism
Dynamic Effects
Unusual effects which involve giving an object a unique visual energy through the illusion of motion, vibrant lights and wavy colours
Emphasis
Adds interest to the design
Flow
Refers to how the readers eye casts through the page