Final Study Guide Flashcards
Emphasis
giving stress or importance to some visual elements thereby allowing information to easily be received and understood
Balance
refers to the arrangement of visual elements to create stability. There are three kinds: symmetrical, asymetrical, and radial
Space
Element crucial in object and type placement. Used to emphasize an area or imply depth.
Shape
Element of design can be used in layout to crop a photo, symbolize an idea, make a block of copy, imply letterforms, or create a new format for a piece
Line
Element of design can be used in layout to organize information, define shapes, create grids, suggest emotion, or direct the viewer’s gaze
Color
Element of design has the properties hue, value, and saturation/intensity
Analogous
Colors which are adjacent to each other and contain a common hue on the color wheel
Uses for Illustrator
create vector based designs
Uses for Photoshop
color correct and crop photographs
How many steps can you undo in Illustrator?
Unlimited
How many steps can you undo in Photoshop?
10
Hand tool?
Used for scrolling the page
Opacity
Used to create a transparent image overlay
Gradient Tool
Create a gradual change in value in an area
Target Layer
Layer on which you are making changes
Constrain Proportions
The length and width of the image are linked in order to maintain the proportions
Bleed
When a photograph or artwork runs all the way to the edge of the printed page.
Stroke
Color applied to the edge of an object
Artboard
Actual drawing surface
Direct Selection Tool
in Illustrator, allows you to select an individual paths or anchor points
Path
Series of anchor points and segments
Vector
graphics that use mathematical formulas to represent images
CMYK
Four Color Process printing used with both Illustrator and Photoshop
Typography
Design of loetterforms and the arrangement of them in two dimensional space (for print media) and in space and time (for digital media)
x-height
Height of lowercase leter excluding ascenders and descenders
Serif
short crossline at the end of the main stroke of a letter
Ascender
Part of the lowercase letter that extends above the x-height
Descender
part of the lowercase letter that extends below the x-height
Condensed
A narrow or slender typeface
Reversed Out
Type printed white on a black background
Roman
typographic font composed of thick and thin elements
Gothic
typographic font composed of uniform elements.
Display
Distinctive type, over 14 points which is used to attract
Type weight
How bold a type is
Kearning
process of subtracting space between specific pairs of letters so that the overall spacing is even
Font
Generally a computer term, a complete set of characters in one typeface
Leading
Spacing between lines of type
Paragraph Justification
ex. flush left, ragged right, justified, centered
Counter
Center of a letter such as an O
Waist Line
2nd guideline when drawing type. The line at where the top of the x height falls.
Point
The measurement for the height of the type
Typeface
Design of a single set of letterforms, numerals, and signs unified by consistent visual properties
Logotype
A logo that is an identifying mark where the name is spelled out in unique typography
Symbol
An abstract, nonrepresentational, or pictorial graphic representation of an object, action or service
Corporate Identity Manual
Printed set of rules regarding the usage of a company’s logo and logotypes
Trademark
Next to a logo or company name means the same or logo has been registered
Graphic Design
Visual representation of an idea that relies on the creating, selection, and organization of visual elements to create an effective communication.
Thumbnail
Preliminary, small, quick, and refined drawings of your ideas; to generate as many ideas as possible
Comprehensive
refined sketch that enables the artist to visualize ideas more fully; type, images, and color decisions have been made and created on the computer.
Visual Hierarchy
Arranging elements according to emphasis
The Five Basic Design Components
Strategy, Concept, Design, Production, Execution
Strategy (One of the Five Basic Design Components)
The master plan, a starting point to determine several key factors, such as: The problem to solve, objectives, audience, or brand positioning
Concept (One of the Five Basic Design Components)
The creative solution to the design problem (the underlying thinking or reasoning for how you design a piece; the primary idea behind the piece)
Design (One of the Five Basic Design Components)
Conceptualization and visualization; The integration of the concept and visual elements
Production (One of the Five Basic Design Components)
Preparing the electronic file, collecting all needed photographs and/or illustrations and having them scanned, and then proofreading (with or without the client) and working with the printer
Execution (One of the Five Basic Design Components)
The fulfillment of the concept through physical processes that include selection and manipulation of materials and/or software
Symbol Mark
An abstract, nonrepresentational, or pictorial graphic representation (stands for something else) of an object, action, or service
Packaging
Type of design is intended to attract a consumer and present information; it is a combination of two- and three-dimensional design
Critique
The process of assessing and evaluating ( to grade it )your solution to a creative problem
Saul Bass( a designer )
Famous AT&T logo as well as the Girl Scouts and the United Way logos
Portfolio
Collection of an artist/designer’s strongest work presented in a special book, folder, or box to show their capabilities, creativity, and skills
Lester Beall
American designer, in the 1930’s and 1940’s created posters for the Radio/Rural Electrification Administration
Freelance
Artists who works on a “per job” basis
Bauhaus
This movement established the use of the triangle, square, and circle as the basic shapes of graphic design, was founded by Walter Gropius, gave the philosophy for modern thinking about architecture and design, and attempted to bridge art and industry with an emphasis on rationality
Art Nouveau
Movement with its flowing, organic-like forms, was felt in all the visual arts form design through architecture. Artists such as Toulouse-Lautrec and Mucha helped usher in the age of modern poster design.
Paul Rand
Among the first wave of American designers who created iconic visual identities such as the IBMlogo
1960’s (style and prominent artists)
Decade brought about artists such as Warhol, Lichtenstein, and Indiana. American designers, such as Glaser, Chwast, and Beall ushered in a new era that blurred the lines between what traditional thought was design, illustration, and fine art.
Art Deco
Movement of the 1920’s embraced the machinery and power of the industrial revolution. As a reaction to Art Nouveau, designers used geometric patters and bright colors to communicate ideas of speed in a dynamic modern age.
1980’s (termed? invention?)
Often termed “postmodern”, saw a digital revolution with the introduction of the Macintosh computer( old apple computer) allowing designers the ability to lay out their own type, easily manipulate imagery, and imitate a variety of visual effects.
Milton Glaser
Designed the Bob Dylan poster and the I (heart) NY Logo
Creative Director
Member of a design team makes the ultimate decisions about theidea, creative approach, art direction, and copywriting before going to the client.
Art Director
Responsible for the design decisions.
Dada (prominent artist? techniques used?)
Movement tha tutlizes bold typography, collage, and photomontage to communicate ideas and is represented by artists such as Hausmann and Schwitters
