Fundamentals of Design

Question 1

dot

Answer 1

smallest element in graphic design, a zero-dimensional object of zero extent (geometrically, represented in flat vector model by X-Y coordinates and in grid model as an individual cell). A single in center can convey calm, but trigger tension if shifted, create structure and textures by repetition, or admit stimulating/vivid effects through controlled variations in size/color

Question 2

line

Answer 2

an arrangement of dots with a constant distance between them. simplest=straight line (vertical: active/light effect, horizontal: passive/heavy). other lines: hatching, arrow, stroke, spiral

Question 3

optical vs. mathematical center

Answer 3

optical center is the visually satisfying proportion of design (above the math center)

Question 4

area

Answer 4

a closed, 2-D figure. enclosed by a homogenous surface that is usually presented in 2-D, and formally limited by one or several linear segments.

Question 5

circle

Answer 5

no starting and endpoint, symbol of infinity. conveys less tension than a rectangle or triangle, and is not pulling in any direction. harmonious, complete in itself.

Question 6

ellipse

Answer 6

more dynamic than circle. upright: striving upwards, but unstable. horizontally: repose.

Question 7

square

Answer 7

stable, functional, static, calm (if standing on point, effect changes)

Question 8

rectangle

Answer 8

more active than a square

Question 9

triangle

Answer 9

strong directional component

Question 10

color contrasts (7)

Answer 10

1. color-as-such (chromatic): created automatically when colors are used, 2 different colors
2. light-dark: white/black strongest contrast, violet/black smallest contrast
3. warm-cold: colors in left-hand of spectrum (blue-violet to yellow-green) are cold, colors in right-hand of spectrum (yellow to red-violet) are warm
4. quality: the degree of achromaticity (color quality) in colors. saturated/glowing vs. dull/gloomy (chromatic degree)
5. simultaneous: colors change their character according to surroundings. color perceived differently depending on background (darker on light background, lighter on dark background)
6. complementary: when two complementary colors meet. enhance each other’s luminous quality.
7. quantity: juxtaposing color areas of different sizes (harmonious impressions: yellow-violet (1:3), orange-blue (1:2), red-green (1:1), red-yellow-blue (6:3:8))

Question 11

symmetry

Answer 11

the mutual correspondence of parts of a whole in terms of size, shape, color, arrangement

Question 12

rhythm

Answer 12

created by uniformly structured movement or by a chronological sequence of patterns/events.

Question 13

structure

Answer 13

the composition, the arrangement of individual parts and their ordered whole (cohesion)

Question 14

gestalt

Answer 14

an organized whole that is perceived as more than the sum of its individual parts

Question 15

laws of gestalt (7)

Answer 15

1. law of simplicity: elements always perceived as simply as possible
2. law of proximity: grouped elements with shortest distance apart from each other are perceived as belonging to each other
3. law of similarity: objects that are similar are perceived as unit
4. law of closure: parts not present are added perceptually
5. law of common fate: moving in same direction or change uniformly, perceived as unit
6. law of continuation: elements that are continuously linked spatially or chronologically
7. law of symmetry: symmetrical elements together

Question 16

figure-ground distinction

Answer 16

the object simpler in form becomes figure, while more complex form becomes the ground (dependent on the distinctiveness of the figures)

Question 17

ambivalence

Answer 17

ambiguous patterns deliberately designed so that optical perception admits two interpretations. “kinetic effect”