Glossary: 154 Flashcards
Aesthetic
Visually appealing, attractive, eye-catching, beautiful
Analyse
To examine something intensely and break it down into separate parts in order to understand it better or to explain it.
Annotation
Written notes which explain or comment on imagery or text
Approximate Symmetry
When an image or object is not exactly the same on either side of an imaginary vertical axis yet very similar
Asymmetrical
When an image or object is very different on either side of an imaginary vertical axis
Body text
The wording that appears in an advertisement or a layout in order to explain, introduce a new product, set the context, or add detail; the written content within a composition
Brochure
A small booklet or magazine that contains images and information about an individual organization, service or company in order to advertise and inform the target market
Business Card
A small card that has the company’s name and logo as well as the person’s job title and contact details; to be given to a potential or existing client to market the company or as a record of the contact details for further reference.
Cantilever
Generally a long piece of reinforced steel or concrete which juts out the side of a building unsupported at one end to create an overhang or balcony. At the other end it is supported by the weight of the building placed on top if it.
Chromolithographs
A colour printing method using stone or metal sheeting
Cliché
Something that is contrived, used too often and therefore unoriginal
Collaboration
A group of people or professionals working together on a project; generally each individual is competent in a specific area
Colonisation
When a country invades another country, taking over the governance of the country, superimposing their language, religion, law and culture onto their society with devastating effects
Comps
Detailed sketches of a possible design solution or composition showing the proportion and position of the various elements
Concept
An idea or abstract thought that guides and is communicated through the formation of a design
Conceptualisation
To grow and develop the abstract idea or thought into something substantial; to investigate its various possibilities and to communicate this process in visual form
Contrast
To show the difference between various things in order to create visual appeal or interest within a design; to refrain from creating a boring, predictable, monotonous design
Corporate identity
This describes the particular logo, colour scheme, imagery and layout of stationary assigned to communicate the function and branding of a company, organization or individual
Craftsmanship
The level of skill, time, effort, patience, pride and perseverance that goes into producing a design; generally used to describe those done by hand
Criticise
To look critically at something and to communicate what you do not think is successful
Deadline
A set date when a project or a task is due; it generally cannot be extended without having negative consequences.
Demographics
The general characteristics of a group of people for example, their age, occupations, nationality, socio-economic class and language
Design Context
Design is not created in a vacuum as its environment greatly influences the design process and production
Directional Forces
Actual or implied lines that lead the viewer towards the focal point within a composition
Drop-shadowing
When the shape of a word or object is replicated beneath it as a shadow to create the illusion of depth.
Economy of line
When the least amount of lines are used to render the subject matter; detail is minimal yet the object is still recognisable; the essence of the object is captured
Efficient
To do a job well, without wasting time, energy or money, to exceed expectations
Elaborate
Over the top, complicated, detailed and excessive
Elegant
Graceful, attractive and understated; in good taste
Elements of art and design
The basic tool with which the artist/designer creates a composition or form; they are line, tone, texture, shape, form, space and colour.
