Glossary: 154

Question 1

Aesthetic

Answer 1

Visually appealing, attractive, eye-catching, beautiful

Question 2

Analyse

Answer 2

To examine something intensely and break it down into separate parts in order to understand it better or to explain it.

Question 3

Annotation

Answer 3

Written notes which explain or comment on imagery or text

Question 4

Approximate Symmetry

Answer 4

When an image or object is not exactly the same on either side of an imaginary vertical axis yet very similar

Question 5

Asymmetrical

Answer 5

When an image or object is very different on either side of an imaginary vertical axis

Question 6

Body text

Answer 6

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

Question 7

Brochure

Answer 7

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

Question 8

Business Card

Answer 8

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.

Question 9

Cantilever

Answer 9

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.

Question 10

Chromolithographs

Answer 10

A colour printing method using stone or metal sheeting

Question 11

Cliché

Answer 11

Something that is contrived, used too often and therefore unoriginal

Question 12

Collaboration

Answer 12

A group of people or professionals working together on a project; generally each individual is competent in a specific area

Question 13

Colonisation

Answer 13

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

Question 14

Comps

Answer 14

Detailed sketches of a possible design solution or composition showing the proportion and position of the various elements

Question 15

Concept

Answer 15

An idea or abstract thought that guides and is communicated through the formation of a design

Question 16

Conceptualisation

Answer 16

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

Question 17

Contrast

Answer 17

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

Question 18

Corporate identity

Answer 18

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

Question 19

Craftsmanship

Answer 19

The level of skill, time, effort, patience, pride and perseverance that goes into producing a design; generally used to describe those done by hand

Question 20

Criticise

Answer 20

To look critically at something and to communicate what you do not think is successful

Question 21

Deadline

Answer 21

A set date when a project or a task is due; it generally cannot be extended without having negative consequences.

Question 22

Demographics

Answer 22

The general characteristics of a group of people for example, their age, occupations, nationality, socio-economic class and language

Question 23

Design Context

Answer 23

Design is not created in a vacuum as its environment greatly influences the design process and production

Question 24

Directional Forces

Answer 24

Actual or implied lines that lead the viewer towards the focal point within a composition

Question 25

Drop-shadowing

Answer 25

When the shape of a word or object is replicated beneath it as a shadow to create the illusion of depth.

Question 26

Economy of line

Answer 26

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

Question 27

Efficient

Answer 27

To do a job well, without wasting time, energy or money, to exceed expectations

Question 28

Elaborate

Answer 28

Over the top, complicated, detailed and excessive

Question 29

Elegant

Answer 29

Graceful, attractive and understated; in good taste

Question 30

Elements of art and design

Answer 30

The basic tool with which the artist/designer creates a composition or form; they are line, tone, texture, shape, form, space and colour.